Baidu, Yandex and Naver are essential platforms to master if you’re targeting China, Russia or South Korea. Paid search can be a core tactic in generating brand awareness and sales in these vast and complex markets, but each search engine has a slightly different approach. Jitka will highlight some of the key features and opportunities for winning with PPC on these platforms, as well as the potential pitfalls to avoid when running campaigns.

1. Jitka Jizerova
@jitka_wcn
Webcertain Group
PPC in the other search
engines

2. Why are we here?
2

3. | 3
The biggest search engine in
Russia, but also present in
Ukraine, Turkey, Belarus and
Kazakhstan.
Prioritises geo-targeting and user
behaviour.
@jitka_wcn

4. | 4
Dominant search engine in China.
Brand Zone – Advertisers can
purchase branded keywords.
Brand Landmark
Shantou – “Shopping” ads with
sitelink extensions.
@jitka_wcn

5. | 5
Dominant search engine in South
Korea.
New Search Ad platform since
2016.
@jitka_wcn

6. |
Detailed agenda
• campaign set up
• campaign options and
specs
• targeting options
• SERP comparison
• advertising options
6|

7. Campaign set up

8. |
Ad platforms and languages
Google Ads: in 44 languages
Yandex.Direct: in Russian, Belarusian, English, Turkish and Ukrainian
Baidu Phoenix Nest: in Chinese
Naver Search Ad: in Korean and English
@jitka_wcn

9. | 9
Offline ad platforms
There is no editor for offline campaign management in Naver.
Yandex.Commander
Editor.baidu.comGoogle Ads editor
@jitka_wcn

10. | 10
All search engines have their own keyword tool.

11. | 11
Account opening
No physical business location required
to set up an account in Google, Yandex
and Naver.
@jitka_wcn

12. | 12
Account opening
Opening a Baidu account is more
complicated and can be a long
process (1–2 months).
1) business presence in China
2) business outside of China
@jitka_wcn

13. | 13
Campaign structure
is the same in the all search engines.
campaign ad group ads keywords

14. | 14
Campaign limits
The number of campaigns, ad groups per campaign, and keywords per ad
group all vary drastically between the search engines!
@jitka_wcn

15. Learning point #1
Get help to set up your accounts from a native speaker or agency.
@jitka_wcn

16. Campaign options and specs

17. | 17
Ad specs
Field Max length
Headline 1 30 characters
Headline 2 30 characters
Headline 3 30 characters
Description 1 90 characters
Description 2 90 characters
Path (2) 15 characters
each
Each character in double-width
languages like Korean, Japanese or
Chinese counts as two towards the
limit instead of one.
Google
@jitka_wcn

18. | 18
Ad specs
Field Max length
Headline 1 30 characters
Headline 2 30 characters
Headline 3 30 characters
Description 1 90 characters
Description 2 90 characters
Path (2) 15 characters
each
Each character in double-width
languages like Korean, Japanese or
Chinese counts as two towards the
limit instead of one.
Field Max length
Headline 1 35 characters
Headline 2 30 characters
Description Only 1 line:
81 characters
+ 15 special
characters
Display URL 20 characters
Google Yandex
@jitka_wcn

19. | 19
Ad specs
Field Max length
Headline 1 30 characters
Headline 2 30 characters
Headline 3 30 characters
Description 1 90 characters
Description 2 90 characters
Path (2) 15 characters
each
Each character in double-width
languages like Korean, Japanese or
Chinese counts as two towards the
limit instead of one.
Field Max length
Headline 1 35 characters
Headline 2 30 characters
Description Only 1 line:
81 characters
+ 15 special
characters
Display URL 20 characters
Field Max length
Headline 25 characters
Description 1 40 characters
Description 2 40 characters
Display URL 20 characters
Google Yandex Baidu
@jitka_wcn

20. | 20
Ad specs
Field Max length
Headline 1 30 characters
Headline 2 30 characters
Headline 3 30 characters
Description 1 90 characters
Description 2 90 characters
Path (2) 15 characters
each
Each character in double-width
languages like Korean, Japanese or
Chinese counts as two towards the
limit instead of one.
Field Max length
Headline 1 35 characters
Headline 2 30 characters
Description Only 1 line:
81 characters
+ 15 special
characters
Display URL 20 characters
Field Max length
Headline 25 characters
Description 1 40 characters
Description 2 40 characters
Display URL 20 characters
Field Max length
Headline 15 characters
Description 20-45
characters
Display URL Match the
root domain
of the
landing page
Google Yandex Baidu Naver
@jitka_wcn

21. | 21
Ad specs
Field Max length
Headline 1 30 characters
Headline 2 30 characters
Headline 3 30 characters
Description 1 90 characters
Description 2 90 characters
Path (2) 15 characters
each
Each character in double-
width languages like Korean,
Japanese or Chinese counts
as two towards the limit
instead of one.
Field Max length
Headline 1 35 characters
Headline 2 30 characters
Description Only 1 line:
81 characters
+ 15 special
characters
Display URL 20 characters
Field Max length
Headline 25 characters
Description 1 40 characters
Description 2 40 characters
Display URL 20 characters
Field Max length
Headline 15 characters
Description 20-45
characters
Display URL Match the
root domain
of the
landing page
Google Yandex Baidu Naver
@jitka_wcn

22. Learning point #2
Do not copy and paste (or directly translate) your ads to
different search engines’ advertising platforms as ad specs largely
differ.
@jitka_wcn

23. | 23
[ ]
can’t change the order of words but
additional words are allowed
[football boots]
football boots for kids
cheap football boot
boots football
Yandex
Google Yandex
Similar
operator
symbols but
different
meanings.
Exact match
Phrase match
Broad match
Broad match
modifier
Match types
@jitka_wcn

24. | 24
Match types
Google Yandex
Similar
operator
symbols but
different
meanings.
Exact match
Phrase match
Broad match
Broad match
modifier
“ “
contain only target keywords next
to each other in any order, no
additional words are allowed
“football boots”
boots football
football boot
pink football
boots
Yandex
@jitka_wcn

25. | 25
Match types
Google Yandex Baidu
Similar symbols
but different
meanings.
Exact match
Phrase match
Broad match
Broad match
modifier
Broad match
Phrase match-core
Phrase (broad phrase)
Phrase match –
synonym phrase
Phrase match – exact
phrase
Exact match
@jitka_wcn

26. | 26
Match types
Google Yandex Baidu Naver
Similar symbols
but different
meanings.
Exact match
Phrase match
Broad match
Broad match
modifier
Broad match
Phrase match-core
Phrase (broad phrase)
Phrase match –
synonym phrase
Phrase match – exact
phrase
Exact match
Exact match
Keyword
expansion (Beta)
@jitka_wcn

27. Learning point #3
Be careful! Match type operators might not have the same
meaning!
@jitka_wcn

28. | 28
All search engines allow ad extensions, but they vary.
Google: a variety of extensions.
Yandex: Vcards sitelinks – quick links,
callout, display link, store rating.
Baidu: sitelinks, call extensions, app
extensions, call back, inquiry extension,
directory and listing.
Naver: ten types of ad extensions (phone
number, location and booking extensions).

29. | 29
Example of Yandex ad extensions

30. | 30
Example of Baidu ad extensions

31. | 31
Dynamic keyword insertion is supported by all search engines.

32. Targeting

33. |
Age and gender
33
Available only on Google and Yandex
display networks.
Time and day
Available on all search engines.
Language
Language targeting is only offered on Google.
Yandex determines language by geotargeting.

34. |
Geo-targeting
Google: post code or city level
Yandex: city and regions, districts
Baidu: provinces and big cities
Naver: 19 regions in Korea, provinces
and cities and “outside of Korea”
34
@jitka_wcn

35. SERP comparison

36. | 36
Google Ads
Ads
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
@jitka_wcn

37. | 37
Premiumplacementblock
Guaranteedadblock
Dynamicplacementblock
Guaranteedadblock
Yandex

38. | 38
Baidu
Landmark
AdsAds
Ads
Baidu forum
Baidu education platform
News
Q&A
Organic results
Baidu wiki
Organic results
Brand Zone
Baidu

39. | 39
Naver
Powerlinks
Up to 10 ads
Naver Blog
KnowledgeIn
Naver Cafe
Organic results
Biz sites
Up to 5 ads
Posts

40. Learning point #4
Paid search is a must on Naver and Baidu!
But also key is to have content on their platforms.
@jitka_wcn

41. Paid advertising
options

42. | 42
Advertising options
Google Yandex Baidu Naver
Search text ads
Display ads
Remarketing
Product listing
ads
Video ads
Contextual ads
Display ads
Content network
Yan content sites
Yandex search
banner
Search text ads
Display ads
Brand Zone ads
Baidu Landmark
Video ads
Search text ads
Product ads
Display ads
Brand search ads
Power content ads
Click choice product
ads

43. |
Baidu Brand Zone
What?
• Display search product for brand-
only keywords with images, links and
text.
• Fixed costs, bought as a package
amount.
Why?
• High recognition
• CTR higher
For?
Brands that want to take ownership of
their brand in China. 43

44. | 44

45. |
Baidu Landmark
What
Guarantees top right-hand position, but
relatively low CTR.
Auction model.
Why?
Support brand awareness through
generic keywords.
Fixed cost per week.
For who?
Brands looking to drive awareness.
45

46. |
Baidu Shantou ads
46
What
Rich ad formats to show logos, images,
videos and links.
Why?
Support customer navigation before
they hit the site.
For who?
Useful to all brands/sectors thanks to
variety of formats.
Works well for e-commerce.

47. |
Naver brand search
What
Display search product for brand-only
keywords with images, links and text.
Why?
Secure top position for brand.
Get brand traffic.
For who?
Any brand.
47

48. | 48
What?
Naver Blog or Naver Café posts
promoted for your chosen search
terms.
CPC model.
Naver power content ads

49. |
Yandex Search banners
49
What?
Search banner based on CPC model
(CPM).
Why?
Enhance the text ads in premium
placement.
For who?
Useful to all brands/sectors that want
to enhance their text ads in a more
visual way.

50. Learning point #5
Explore all the ad types so that your brand stands out!
@jitka_wcn

51. Conclusion

52. |
Learning points
Get help to set up your accounts from
a native speaker or agency.
Do not copy and paste your ads to
different search platforms.
Be careful! Match type operators
might not have the same meaning!
Paid search is a must on Naver and
Baidu!
Explore all the ad types so your brand
stands out!
52

53. |
v
Thank you!
Jitka Jizerova
For more, go to our
Know-How platform
on webcertain.com:
@jitka_wcn
in/jitkajizerova
jitka.jizerova@webcertain.com

54. Questions?
jitka.jizerova@webcertain.com
www.webcertain.com
in/jitkajizerova
@jitka_wcn