SECTION 1
Executive Summary
Why Relaunch ASA?
1. Past data from Nov 2024 confirmed high-intent search users at CPI ¥398 / CVR 32%. Efficiency is already proven.
2. Currently over-reliant on Meta Ads. Need to establish iOS search as a diversified acquisition channel.
3. Previous campaign was run by an inexperienced operator with no optimization. This time: a strategic, data-driven relaunch.
Target KPIs (Phase 1 / Month 1)
CPI Target
¥500-1,000
Past best: ¥398
Monthly Budget
¥250K
Phase 2: ¥400-600K
Install Target
200-400
per month
CVR Target
20%+
Tap → Install
Timeline Overview (4 Weeks)
| Week | Focus | Key Actions |
|---|
Week 0
4/14-18 | Preparation | Account setup, AF integration check, CPP brief delivery |
Week 1
4/21-25 | Search Results Launch | Deploy ace keywords, begin daily monitoring |
Week 2
4/28-5/2 | Product Pages Test | Competitor app page ads, Search Match launch |
Week 3
5/5-9 | CPP Deployment + Today Tab | Upload CPP-A/B/C, small-budget brand awareness test |
Week 4
5/12-16 | Month 1 Review | Phase 2 decision (budget increase, storefront expansion) |
SECTION 2
Past Performance (November 2024)
Campaign Overview
| Item | Details |
|---|
| Duration | Approx. 2 weeks in November 2024 (account opened Sep, active delivery only in Nov) |
| Operator | Inexperienced team member (no optimization performed) |
| Data Volume | Small (not statistically significant). Treated as a baseline (floor), not a benchmark |
| Known Issue | TOMOGO! TEAM (recruitment app) was mixed in the same account |
Performance by Placement
Search Results Efficiency Proven
| Country | CPI | CVR | Assessment |
|---|
| Switzerland | ¥229 | -- | Best efficiency (very low volume) |
| Belgium | ¥452 | -- | High efficiency |
| Australia | ¥659 | -- | High efficiency |
| United Kingdom | ¥678 | -- | High efficiency |
| Canada | ¥731 | -- | Mid efficiency |
| Germany | ¥1,249 | -- | Mid efficiency |
| Norway | ¥1,432 | -- | Somewhat high |
| United States | ¥1,748 | 11% | Highest CPI (largest market) |
Search Results CPI ranged from ¥229 to ¥1,748. Key finding: UK/AU were significantly more efficient than US — this insight shapes the v3 storefront strategy.
Search Tab Complete Failure
| Country | CPI | Assessment |
|---|
| United States | ¥11,524 | Failed |
| Japan | ¥17,611 | Failed |
Today Tab / Product Pages
Never tested. First test will be conducted in this Phase 1.
Performance by Keyword
| Keyword | Match | CPI | CVR | Assessment |
|---|
| japan travel | Broad | ¥398 | 32% | Ace KW |
| japan tour | Broad | ¥468 | 33% | High efficiency |
| japan | Broad | ¥966 | -- | Installs confirmed |
| Search Match | Auto | ¥1,379 | 11% | Neg. KW needed |
| viator | Exact | -- | Tap 0 | Room for improvement |
| get your guide | Exact | -- | Tap 0 | Room for improvement |
| visit japan | Broad | -- | Tap 0 | Room for improvement |
Top 3 Mistakes & Lessons Learned
1
Excessive budget allocated to Search Tab
CPI of ¥11,000-¥17,000 in JP/US. CPM-based placement was completely inefficient given TOMOGO!'s low brand awareness.
→ Fix: Search Tab excluded by default. Re-test only after CPP setup, capped at ¥30K.
2
Zero-tap competitor keywords left running
Budget allocated to viator/get your guide but zero taps. Insufficient bids + default Product Page didn't resonate with competitor-searching users.
→ Fix: Auto-pause rule for KWs with 0 taps after 3 days. Prepare CPP-C (competitor differentiation) first.
3
TOMOGO! TEAM (recruitment app) mixed in same account
Job-related keywords (job/parttime) polluted the performance data for the consumer TOMOGO! app.
→ Fix: Full campaign separation + negative KW list (job/parttime/recruitment).
SECTION 3
Placement Details & Strategy
A. Search Results Primary
Where It Appears
At the top of App Store search results as a sponsored listing when users search for relevant keywords.
Placement Visual: Search Results
🔍 "japan travel"
⭐ TOMOGO! - Enjoy as a Local
Ad appears here
🌏 Japan Travel Guide - ...
✈️ Trip Planner - ...
🗾 JapanTravel.com - ...
User Journey
User searches "japan travel" → TOMOGO! appears at the top → Tap → Product Page → Install
Billing Model
CPT (Cost Per Tap) — Charged only when a user taps the ad. Impressions are free.
Past Performance
CPI ¥229-¥1,748 / CVR 11-33%. The only placement with proven efficiency among all four.
Strategy for This Relaunch
| Item | Details |
|---|
| Role | Primary. 75% of budget concentrated here. |
| Monthly Budget | ¥150,000-200,000 (60-75% of ¥250K total) |
| Launch | Week 1 (immediate) |
| Success Criteria | CPI ≤ ¥1,000 / CVR ≥ 15% |
| Exit Criteria | CPI > ¥2,000 sustained for 2 weeks → bid review |
B. Product Pages Top Priority New Test
Where It Appears
In the "You Might Also Like" section at the bottom of competitor app pages (Klook, Viator, GetYourGuide, etc.) on the App Store.
Placement Visual: Product Pages
Klook: Travel & Leisure
⭐ 4.7 · Travel · Free
[ Klook Screenshots ]
About this app...
You Might Also Like
🌏 TOMOGO! - Enjoy as a Local
Ad appears here
User Journey
User browsing Klook's page → TOMOGO! shown as a recommendation at the bottom → Tap → Compare → Install
Billing Model
CPT (Cost Per Tap)
Past Performance
Never tested. This is the first test.
Strategy for This Relaunch
| Item | Details |
|---|
| Role | Top-priority new test. Target: users switching from competitors. |
| Monthly Budget | ¥50,000-80,000 |
| Launch | Week 2 |
| Target Apps | Klook / GetYourGuide / Viator / NAVITIME / JNTO |
| CPP | CPP-C (OTA differentiation: local guides × small groups × authentic experiences) |
| Success Criteria | CPI ≤ ¥1,500 / Installs ≥ 20/month |
| Exit Criteria | Installs < 5 in 2 weeks OR CPI > ¥3,000 |
C. Today Tab Small Budget Test
Where It Appears
On the Today tab — the first screen users see when opening the App Store. Displayed as a large banner.
Placement Visual: Today Tab
TODAY · April 2026
🏮 TOMOGO!
Enjoy Japan as a Local
Large banner ad appears here
🎮 Today's Game of the Day...
📱 App of the Day...
User Journey
Open App Store → TOMOGO! displayed prominently on Today tab → Tap → Product Page → Install
Billing Model
CPM (Cost Per Mille / Impression-based) — Charged per 1,000 impressions regardless of taps.
Past Performance
Never tested. This is the first test.
Strategy for This Relaunch
| Item | Details |
|---|
| Role | Small-budget test. Brand awareness purpose. |
| Monthly Budget | ¥20,000-30,000 |
| Launch | Week 3 |
| CPP | CPP-B (bar hopping & food experiences, visual impact) |
| Success Criteria | CPM ≤ ¥3,000 / Tap rate ≥ 1% |
| Exit Criteria | CPM > ¥5,000 OR Tap rate < 0.3% |
D. Search Tab Excluded
Where It Appears
On the Search tab before the user types anything — shown as a suggested app.
Placement Visual: Search Tab
🔍 Search
Suggested
🌏 TOMOGO! - Enjoy as a Local
Ad appears here
Discover
🎮 Games
✈️ Travel
User Journey
Open Search tab → TOMOGO! shown as a suggestion before typing → Tap → Product Page → Install
Billing Model
CPM (Impression-based)
Past Performance
CPI exceeded ¥11,000 — complete failure. US: ¥11,524 / JP: ¥17,611. Low targeting precision combined with low brand awareness made this placement unviable.
Strategy for This Relaunch
| Item | Details |
|---|
| Role | Excluded by default. Conditional re-test after CPP is ready. |
| Re-test Conditions | Month 2+ AND CPP ready AND other placements stable |
| Re-test Budget | ≤ ¥30,000/month |
| Success Criteria | CPI ≤ ¥3,000 |
| Exit Criteria | CPI > ¥5,000 → immediate stop |
SECTION 4
Campaign Structure & Keyword Strategy
Account Structure (6 Campaigns × Storefronts)
📁 TOMOGO! ASA Account
📂 Search Results: Category (40%) — Week 1
└ AG: Japan Travel App / Tours & Activities / Food & Drink / Hidden Gems
📂 Search Results: Competitor (20%) — Week 1
└ AG: Competitor Tier 1 (klook, viator, getyourguide) / Tier 2 (navitime, jnto)
📂 Product Pages: Competitor (20%) — Week 2
└ Targets: Klook / GetYourGuide / Viator / NAVITIME / JNTO
📂 Search Results: Brand (5%) — Week 1
└ AG: tomogo / tomogo travel / tomogo app
📂 Search Results: Search Match (10%) — Week 2
└ Auto Match (with neg. KWs) → Promote winning KWs to Category/Competitor
📂 Today Tab Test (5%) — Week 3
└ CPP-B applied. Small-budget brand awareness test
Keyword Strategy: 3-Layer Structure
Layer 1: Immediate Reactivation (Proven by Past Data)
| Keyword | Match | Past CPI | Past CVR | Bid Guide | Launch |
|---|
| japan travel | Broad + Exact | ¥398 | 32% | ¥150-200 | Week 1 |
| japan tour | Broad + Exact | ¥468 | 33% | ¥150-200 | Week 1 |
| japan | Broad | ¥966 | -- | ¥100-150 | Week 1 |
Layer 2: Tap-Improvement KWs (Past 0 Taps → Fix with CPP/Bids)
| Keyword | Match | Past Issue | Fix | Launch |
|---|
| viator | Exact | 0 Taps | CPP-C + bid raise to ¥250-350 | Week 2 |
| get your guide | Exact | 0 Taps | CPP-C + bid raise to ¥250-350 | Week 2 |
| visit japan | Broad | 0 Taps | CPP-A + bid ¥200 | Week 2 |
Layer 3: New Keywords (Untested)
| Priority | Ad Group | Example Keywords | Launch |
|---|
| S | Japan Travel App | japan travel app / tokyo travel app / japan trip planner | Week 1 |
| A | Tours & Activities | tokyo tours / guided tour tokyo / tokyo walking tour | Week 1-2 |
| A | Food & Drink | tokyo bar hopping / tokyo food tour / izakaya tour tokyo | Week 2 |
| A | Competitor Tier 1 | klook / getyourguide / viator | Week 2 |
| B | Hidden Gems | hidden gems tokyo / secret spots tokyo | Week 3 |
| B | Competitor Tier 2 | navitime japan / japan official travel app | Week 3 |
Match Type Policy
| Pattern | Match Type | Rationale |
|---|
| Proven KWs (japan travel, etc.) | Broad primary + Exact parallel | Broad proven efficient. Exact for volume comparison |
| Competitor app names | Exact only | Brand names don't benefit from Broad |
| New Category KWs | Broad first → Exact promotion on data | Data accumulation priority |
| Long-tail KWs | Broad only | Too low volume for Exact impressions |
Negative Keywords
Negative list: free / cheap / anime / manga / flight / hotel / hostel / airfare / visa / train / subway / metro / language / translate / weather / job / parttime (TEAM contamination prevention) / map / maps / navigation (map app searches)
SECTION 5
Storefront Strategy
Phase 1: Japan + US + Canada (Week 1+)
| Storefront | Past CPI | Budget Share | Notes |
|---|
| Japan | -- | 30% | Users currently in Japan (App Store region set to JP) |
| United States | ¥1,748 | 50% | Largest market. High CPI but volume is essential |
| Canada | ¥731 | 20% | Mid efficiency. Included from Phase 1 |
Phase 2 Candidates
Past data shows UK CPI ¥678 / AU CPI ¥659 — significantly more efficient than US at ¥1,748. Phase 2a early test planned for Week 3-4.
| Phase | Storefronts | Timing | Rationale |
|---|
| Phase 2a | UK + AU | Week 3-4 | Past CPI ¥659-678, more efficient than US. Fast-tracked. |
| Phase 2b | DE + CA expansion | Month 2 | Past CPI ¥731-1,249. Depends on UK/AU results. |
| Phase 3 | BE / CH / SG / TW / HK | Month 3+ | Very low volume. Good CPI but may not scale. |
SECTION 6
CPP (Custom Product Page) Strategy
3 Patterns Overview
| CPP | Concept | Applied To | Key Messaging |
|---|
| CPP-A |
Japan Trip Planner
(Comprehensive × Local Guides) |
Category campaigns / Today Tab / (future) Search Tab |
First screenshot shows tour variety. Addresses "I want lots of options" need of japan travel searchers |
| CPP-B |
Bar Hopping & Food
(Visual Impact) |
Food & Drink AG / Today Tab test |
Visual-first for Today Tab. Izakaya lanterns, noren curtains to drive tap rate |
| CPP-C |
Switch from OTAs
(Competitor Differentiation) |
Competitor campaigns (Search Results + Product Pages) |
Most critical for Product Pages. "Local guides × small groups × authentic experiences" vs OTAs |
Production Schedule
| Week | Task | Owner |
|---|
| Week 1 (4/21-25) | Wireframes & copy for CPP-A/B/C | Marketer |
| Week 2 (4/28-5/2) | Screenshot design | Design team (Lulu / Nicole) |
| Week 3 (5/5-9) | Upload to App Store Connect → assign to campaigns | Marketer |
Deadline: 4/27 (design completion). If delayed, launch with default Product Page and swap in CPP once ready.
SECTION 7
Timeline (Week 0-4)
Week 0: Preparation
Mon 4/14 – Fri 4/18
- Re-login to ASA account, pause legacy campaigns
- Verify AppsFlyer × ASA integration
- Request af_complete_registration / af_purchase implementation from engineering
- Fully separate and pause TOMOGO! TEAM campaigns
- Deliver CPP design brief to design team
Week 1: Search Results Launch
Mon 4/21 – Fri 4/25
- Search Results: Category launch (japan travel / japan tour / japan + new KWs)
- Search Results: Competitor launch (klook / getyourguide / viator)
- Search Results: Brand launch
- Deploy new Category KWs (japan travel app / tokyo travel app, etc.)
- Begin daily monitoring
Week 2: Product Pages Test Launch
Mon 4/28 – Fri 5/2
- Product Pages: Competitor test launch (ads on Klook / GetYourGuide / Viator pages)
- Search Match launch (after negative KW setup)
- Layer 2 KW deployment (viator / get your guide / visit japan with increased bids)
- Week 1 performance review
Week 3: CPP Deployment + Today Tab Test
Mon 5/5 – Fri 5/9
- Upload CPP-A/B/C to App Store Connect and assign to campaigns
- Today Tab small-budget test launch (CPP-B, ¥12,500/month)
- UK/AU Storefront test launch (Search Results: Category)
- Layer 2 KW re-evaluation (tap rate comparison pre/post CPP)
Week 4: Month 1 Comprehensive Review
Mon 5/12 – Fri 5/16
- Month 1 review: Installs / CPI / CVR / CPO actuals vs. targets
- Phase 2 budget decision (scale to ¥400-600K if CPI on target)
- Product Pages: continue/exit decision
- Today Tab: continue/exit decision
- UK/AU Storefront: continue decision
- Search Tab: re-test necessity decision
SECTION 8
Prerequisites & Risks
Prerequisites
| Item | Status | Impact |
|---|
| AppsFlyer × Apple Integration |
Complete |
-- |
| af_purchase / af_complete_registration |
Under Review |
If not implemented, CPO tracking unavailable. Proceed with CPI optimization only. |
| CPP Production |
Awaiting Design |
Deadline 4/27. Must monitor to ensure Week 3 CPP deployment. |
Key Risks & Mitigations
Risk 1: CPI Worse Than Past (> ¥1,500)
| Possible Cause | Mitigation |
|---|
| Competitive landscape changed since Nov 2024 | Prioritize checking ace KW (japan travel) CPI. Review bids/KWs if > ¥1,200 for 2 weeks. |
| Seasonality (April may be off-peak) | Could also mean cheaper CPIs. Wait 1 month before judgment. |
| App Store CVR decline | Address with CPP optimization, screenshot/description/review improvements. |
Risk 2: Product Pages Underperformance
| Possible Cause | Mitigation |
|---|
| Competitor page visitors not interested in TOMOGO! | Adjust CPP-C messaging (e.g., switch from guide-led to price-focused). |
| Low impression volume | Expand target apps (add Magical Trip / byFood, etc.). |
Risk 3: AppsFlyer Downstream CV Integration Delay
If engineering resources are insufficient: proceed with CPI optimization only. Calculate CPO manually using Amplitude Booking events.
Risk 4: Attribution Lag
Attribution delay exists between ASA and AppsFlyer. Do not make hasty decisions in Week 1 — expect unstable data.
Risk 5: Repeating Past Mistakes
| Pattern | Prevention |
|---|
| Budget leaking to Search Tab | Excluded by default. Re-test only at ≤ ¥30K in Month 2+. |
| Zero-tap KWs left running | 3-day auto-pause rule. |
| TEAM app contamination | Full campaign separation + negative KW enforcement. |
TOMOGO! ASA Relaunch Proposal v1 — 2026/04/14 — Confidential
Last time, an inexperienced operator burned budget on Search Tab. This time, we concentrate on Search Results — the only placement with proven efficiency — armed with data, CPPs, and guardrails.