In order to migrate an ad campaign from Naver to Google Ads, you need to take into consideration the differences between the systems and the requirements for your campaigns.
For example, advertisers who migrate ad campaigns need to pay attention to the following:
- Differences in technical requirements for data. For example, the number of titles between Naver and Google Ads is different.
Below, we will explain in more detail what data can be migrated, as well as any technical restrictions on the content of ads and other elements.
1. What data is migrated in converted campaigns
The following settings will be set by default in the converted campaigns:
| Setting | Value | Comment |
|---|---|---|
Campaign status |
Paused | By default, all ad campaigns are migrated with the Paused status. This will allow you to log into your Google Ads account again and verify the settings. The statuses for keywords and ads are the same statuses from the migrated ad groups. |
Ad Type |
Search Network Only | Moving is only possible for ads that are related to the search network. |
Search partners |
Included | By connecting partner sites, your ads can be served to a wider audience: to hundreds of non-Google sites, YouTube, and other Google services. |
Devices |
All | New campaigns target all types of devices: computers, tablets, and mobile devices. Bid adjustments for certain device types will not carry over. For details on how to check and change your device type bid adjustments, please see here. |
|
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Clicks. Manual bidding. Pay Per |
Click “CPC Optimizer” (“Optimized CPC”) Enabled Bidding strategies determine how you pay for advertiser interactions with your ads. This bidding strategy automatically adjusts your manual CPC based on how likely an advertiser is to take action on your site. Bids will be set so that the average CPC is below your maximum bid (including all adjustments), but this limit may be exceeded for a short time. Before getting started, be sure to turn on conversion tracking. |
Languages |
Korean, English | Google determines whether to show your ads to an advertiser by checking the settings in their account, as well as the languages of the current search query. Learn more about language targeting and how it works. |
Rotate Ads |
Optimization | If your group includes multiple ads, you can choose which ads will be shown more often. By default, the best performing ads (based on clicks) will participate in the auction more often. You can change these settings by choosing conversion optimization or one of the alternation methods. Learn more about conversion settings in Google Ads |
Delivery Method |
Uniform | The system will serve your ads evenly so that you have enough budget for the whole day. |
Campaign start date |
Date conversion | The campaign start date is the same as the conversion date. When you create a Google Ads campaign, you can specify its duration. |
End date |
Not defined | It is not always possible to predetermine the end date of an advertising campaign. Google Ads allows you to opt out of this date. In this case, the campaign will run until the budget runs out or until you stop it. If you know the end time of your campaign (for example, when a promotion or special offer expires), then specify the end date in advance so that you do not have to manually change it later. |
During the conversion process, you will have the opportunity to change these settings. You can also change these settings in the Google Ads interface after the campaign has been migrated.
Campaign budgeting and geotargeting cannot be migrated automatically, so they must be set manually during the conversion process.
2. How ad groups are migrated
Ad group status:
If all the keywords are Paused or empty, the ad group will be assigned the Paused status. If at least one keyword has the Enabled status, the ad group will be assigned the Enabled status.
Ad group bidding
Bid per click is based on the bid for keywords in that ad group. By default, a group is assigned a bid equal to the maximum value set for any keyword. If the bids for keywords are empty, then the minimum value allowed in Naver will be set - 70 KRW.
3. How ad titles and text are transferred
| Settings | Naver | |
|---|---|---|
Ad |
Title (15 characters) | Heading 1 (30 characters) Heading 2 (30 characters) Heading 3 (30 characters) |
Ad text |
Description (20-45 characters) | Description 1 (90 characters) Description 2 (90 characters) |
| Multiple special characters in a row (exclamation marks, question marks, periods) are not valid in a title. |
Your Naver ad's text will move to Title 1 for Google Ads. You will need to fill in Heading 2 and Heading 3 yourself.
During the conversion process, the ad text from Naver will be completely transferred to Description 1 in Google Ads.
| Ad Element | Transfer Rules |
| Status |
If all the keywords are Paused or empty, the ad group will be assigned the Paused status. If at least one keyword has the Enabled status, the ad group will be assigned the Enabled status. |
| Heading 1 | Will be carried over from Naver |
| Heading 2 | Introduced independently during migration |
| Heading 3 | Introduced independently during migration |
| Description 1 | Will be carried over from Naver |
| Description 2 | Introduced independently during migration |
| Final URL | Will be carried over from the “URL PC” field |
| Mobile URL | Will be carried over from “URL Mobile” |
| Display path 1 | Remains empty |
| Display path 2 | Remains empty |
During the migration process, you will have the opportunity to view and adjust all three titles as well as other ad elements.
4. How UTM tags are transferred
If UTM tags are specified for a campaign in Naver, they will be removed. If you have chosen to transfer UTM tags, then new tags will be generated during the transfer according to the following template:
{lpurl}? Utm_term = {keyword} & matchtype = {matchtype} & utm_source = google & utm_medium = cpc & utm_campaign = <Campaign name>
<Campaign name> - the value of the corresponding fields from the Naver file. The campaign name will be converted to match the URL encoding.
For example, {lpurl}? Utm_term = {keyword} & matchtype = {matchtype} & utm_source = google & utm_medium = cpc & utm_campaign = Google 가정 테스트
With encoding:
{lpurl}? Utm_term = {keyword} & matchtype = {matchtype = & utm_sourcecource % 20% EA% B0% 80% EC% A0% 95% 20% ED% 85% 8C% EC% 8A% A4% ED% 8A% B8
| Settings | Value | Comment |
|---|---|---|
| keyword | {keyword} | Allows you to track which keyword ad was shown |
| matchtype | {matchtype} clicked | Allows you to fix the type of keyword match that was used during the search (Latin letter b stands for wide, p for phrase, and e for exact match) |
| utm_source | Source name. In this case, the ad belongs to the Google network | |
| utm_medium | cpc | Means that the ad was shown using cost per click |
| model utm_campaign | <Campaign name> | Allows you to track the name of the campaign to which the ad belongs |
If you have a Google Analytics account, we recommend linking it with your Google Ads account and using auto-tagging. For more information, please see Auto-tagging.
5. How keywords are transferred
Keyword status: If the field is “ON” (regardless of uppercase or lowercase letters) or empty, the keyword will be assigned the “Enabled” status. If the field is set to "OFF" (regardless of uppercase or lowercase letters), then the keyword will be assigned the "Paused" status.
There are differences between Naver and Google Ads in the set of possible match types used to denote keywords. In Naver, all keywords are used in an exact match, therefore in Google Ads they will carry over in an exact match as well.
If the keyword contains any of the provided characters, they will be removed during hyphenation:
,! @% ^ () = {}; ≈ `<>? \ |. *
Keyword bid will carry over from Naver. If the field with the rate in the source file was empty, the minimum value allowed in Naver will be set - 70 KRW.
6. How ad extensions are converted
Since ad extensions are not uploaded from Naver in the source files, they are not transferred automatically, but can be created manually in Step 3. During the transfer process, you can create the following extensions:
- Additional links
Elements Sitelink Text Sitelink Description 1 Sitelink Description 2 Sitelink Final URL - Promotion Promotional
Items Promotion Target Promotion discount Modifier Promotion percent Off Promotion money Amount Off Promotion Final URL - Phone Number
Elements Call Phone number Call Country code (default is Korea) -
Callouts
Elements Callout text -
Structured snippets
Elements Structured snippet header Structured snippet value 1 Structured snippet value 2 Structured snippet value 3
7. How rates are converted
Bids listed in Naver at the keyword level carry over to the keyword and ad group levels in Google Ads.
A group's CPC rate is based on the bid for keywords in that ad group. By default, a group is assigned a bid equal to the maximum value set for any keyword. If the bids for keywords are empty, then the minimum value allowed in Naver will be set - 70 KRW.
Bids for Keyword B will be carried over from Naver. If the field with the rate in the source file was empty, the minimum value allowed in Naver will be set - 70 KRW.
