TOMOGO! Apple Search Ads

Performance Report

2026/04/16 – 2026/05/13 (28 days active)
Reporting Period: 2026/04/14 – 2026/05/13 (30 days)

1. Summary

Data Period: 2026/04/14 – 2026/05/13 (30 days)
Source: Daily Campaign (By Storefront) Report_ASA.csv
Total Cost
¥165,544
4/14-5/13
Monthly Budget ¥250,000
IMP
24,355
Tap
322
TTR
1.3%
CPT
¥514
CPI
¥2,122
Target ¥2,000 or below
Install
78
CVR (Tap→Install)
24.2%

2. Performance by Storefront (Country)

Data Period: 2026/04/14 – 2026/05/13 (30 days)
Source: Daily Campaign (By Storefront) Report_ASA.csv
Country IMP Tap TTR CPT Cost Install CPI CVR
US 19,851 257 1.3% ¥519 ¥133,347 61 ¥2,186 23.7%
AU Most Efficient 2,671 36 1.3% ¥470 ¥16,914 13 ¥1,301 36.1%
CA 1,833 29 1.6% ¥527 ¥15,283 4 ¥3,821 13.8%
Total 24,355 322 1.3% ¥514 ¥165,544 78 ¥2,122 24.2%
AU (Australia) is the most efficient: CPI ¥1,301, CVR 36.1%. Achieves installs at a lower CPI compared to US. Strong candidate for budget increase.

3. Performance by Campaign

Data Period: 2026/04/14 – 2026/05/13 (30 days)
Source: Daily Campaign (By Storefront) Report_ASA.csv
Campaign IMP Tap TTR CPT Cost Install CPI
TOMOGO_Category_US 19,851 257 1.3% ¥519 ¥133,347 61 ¥2,186
TOMOGO_Category_AU 2,671 36 1.3% ¥470 ¥16,914 13 ¥1,301
TOMOGO_Category_CA 1,833 29 1.6% ¥527 ¥15,283 4 ¥3,821

4. Keyword Performance (Top by Cost)

Data Period: 2026/04/14 – 2026/05/13 (30 days)
Source: Daily Keyword Report_ASA.csv
Keyword Match Type IMP Tap TTR CPT Cost Install CPI
japan travel Broad Match 10,805 129 1.2% ¥560 ¥72,234 29 ¥2,491
japan Broad Match 5,103 120 2.4% ¥501 ¥60,140 29 ¥2,074
japan tour Broad Match 1,463 26 1.8% ¥563 ¥14,644 10 ¥1,464
japan itinerary Broad Match 829 14 1.7% ¥440 ¥6,167 2 ¥3,084
tokyo itinerary Broad Match 301 10 3.3% ¥415 ¥4,151 3 ¥1,384
japan guide Broad Match 320 10 3.1% ¥283 ¥2,833 2 ¥1,416
japan trip Broad Match 143 6 4.2% ¥442 ¥2,651 1 ¥2,651
things to do in japan Broad Match 7 2 28.6% ¥552 ¥1,105 0 Install 0
things to do in tokyo Broad Match 2 1 50.0% ¥556 ¥556 0 Install 0
tokyo trip Broad Match 4 1 25.0% ¥460 ¥460 0 Install 0
tokyo travel Broad Match 13 2 15.4% ¥183 ¥366 0 Install 0
tokyo guide Broad Match 3 1 33.3% ¥237 ¥237 0 Install 0

5. Search Terms Analysis

Data Period: 2026/04/14 – 2026/05/13 (30 days)
Source: Search Terms Report (Past 30 Days)_ASA.csv

Irrelevant Search Terms (Recommended Negative Keywords)

Due to broad match, ad spend is being consumed by search terms unrelated to TOMOGO!. The following terms should be immediately added as negative keywords.

Search Term Country Cost Tap Install Reason
japan vpn US ¥5,292 16 10 VPN-related - Not travel
tabelog US ¥2,404 9 2 Restaurant booking - Competitor
travel to europe US ¥2,219 4 1 European travel - Not Japan
japan airlines US ¥1,782 3 1 Airline company
universal studios US ¥1,195 3 0 Theme park specific
hey cyan US ¥920 2 0 Other app name - Irrelevant
video visit US ¥611 1 0 Video call - Irrelevant
trip rank US ¥595 1 0 Other app name
video visit US ¥427 1 0 Video call - Irrelevant
universal studios japan US ¥272 1 1 Theme park specific
Total Wasted Spend: ¥15,717 (9.5% of total). Recoverable by adding negative keywords.

Recommended Negative Keywords List

airlines bongo europe hey cyan hxp jal kakao klook mio travel opal travel tabelog tous les jours travelers trip rank triprank tripshot universal studios video visit vpn yours

6. Daily Trend

Data Period: 2026/04/14 – 2026/05/13 (30 days)
Source: Daily Campaign (By Storefront) Report_ASA.csv
Date Cost IMP Tap Install CPI
2026/04/16 ¥4,973 993 10 1 ¥4,973
2026/04/17 ¥9,283 794 17 3 ¥3,094
2026/04/18 ¥7,836 1,041 16 2 ¥3,918
2026/04/19 ¥7,033 1,173 16 1 ¥7,033
2026/04/20 ¥8,053 1,094 17 2 ¥4,026
2026/04/21 ¥4,048 821 8 1 ¥4,048
2026/04/22 ¥5,724 796 11 2 ¥2,862
2026/04/23 ¥8,177 491 14 4 ¥2,044
2026/04/24 ¥2,299 777 5 3 ¥766
2026/04/25 ¥8,663 832 14 2 ¥4,332
2026/04/26 ¥7,873 1,164 17 0 -
2026/04/27 ¥8,132 1,116 15 8 ¥1,016
2026/04/28 ¥4,561 765 9 1 ¥4,561
2026/04/29 ¥3,663 845 7 3 ¥1,221
2026/04/30 ¥4,764 820 9 3 ¥1,588
2026/05/01 ¥6,604 783 13 5 ¥1,321
2026/05/02 ¥7,205 1,120 14 8 ¥901
2026/05/03 ¥6,961 1,226 15 4 ¥1,740
2026/05/04 ¥4,981 1,077 10 2 ¥2,490
2026/05/05 ¥6,096 698 11 3 ¥2,032
2026/05/06 ¥4,931 777 10 2 ¥2,466
2026/05/07 ¥3,535 754 7 3 ¥1,178
2026/05/08 ¥6,846 814 13 4 ¥1,712
2026/05/09 ¥5,396 754 11 0 -
2026/05/10 ¥6,004 694 11 6 ¥1,001
2026/05/11 ¥6,005 826 11 2 ¥3,002
2026/05/12 ¥3,720 653 7 0 -
2026/05/13 ¥2,178 652 4 3 ¥726

7. Optimization Recommendations

Based on data from 2026/04/14 – 2026/05/13 (30 days)

1. Increase AU (Australia) Budget

  • Rationale: CPI ¥1,301 is roughly half of US ¥2,186. CVR 36.1% is the highest among all countries
  • Current AU cost share is only ~10.2% of total spend
  • Action: Double the AU daily budget and run a 1-2 week test to confirm efficiency is maintained

2. Immediate Negative Keyword Addition

  • Irrelevant terms such as VPN, airlines, tabelog, universal studios have wasted ¥15,717
  • Action: Add the recommended negative keyword list (20 terms) immediately
  • Since broad match is in use, weekly search term report reviews are essential to continuously add negative keywords

3. App Store Category Change (Top Priority)

  • Background: On 5/8, Apple rep Nishizawa advised that the sub-category should be changed from Social Networking
  • The current "Social Networking" category causes a category mismatch on the App Store page when users search for terms like "japan travel," likely suppressing CVR
  • Action: Change to "Travel" category (App Store Connect > App Information > Category)
  • After the change, ASA quality score (Relevance) is expected to improve, leading to lower CPT and higher CVR

4. Campaign Structure Restructuring

  • Current setup: 1 campaign × 1 ad group (Category_HighIntent_EN) with all keywords consolidated
  • Proposed structure:
    • Brand Campaign: Exact match "tomogo" "tomogo app" (brand defense)
    • Core Campaign: Exact match "japan travel" "japan tour" "japan itinerary" etc. (efficiency-focused)
    • Discovery Campaign: Broad match "japan" "tokyo guide" etc. (expansion, lower bids)
  • Enables granular budget allocation and concentrated spend on high-efficiency keywords

5. Bid Optimization

  • "japan tour" has an efficient CPI of ¥1,464, with room for bid increase
  • "japan" alone is too broad (captures many irrelevant terms like VPN). Should switch to exact match or reduce bids for CPI control
  • To achieve target CPI ¥2,000: promptly pause keywords/days with 0 installs and concentrate budget on high-efficiency keywords