TOMOGO! Apple Search Ads

Weekly Performance Report

2026/06/08
Period：2026/06/01〜2026/06/07（7d active）
⚠️ ASA CV = Install (NOT reservation)

0. Strategy Pivot Before/After

Period: 2026/06/01 – 2026/06/07 / Source: Apple Search Ads

Note: ASA budget did not change as dramatically as Meta/Google during the 6/3 strategy pivot. The comparison is shown for consistency and weekly trend reference.

Pre-Pivot (6/1-6/2) (2d)

IMP / day
885
Tap / day
11
Install / day
3
Cost / day
¥5,559
CPT
¥483
CPI
¥1,853

Post-Pivot (6/3-6/7) (5d)

IMP / day
734
Tap / day
11
Install / day
2
Cost / day
¥6,056
CPT
¥551
CPI
¥3,028
Period Days IMP (Daily Avg) Tap (Daily Avg) Install (Daily Avg) Cost (Daily Avg) CPT CPI
Pre-Pivot (6/1-6/2) 2 885 11 3 ¥5,559 ¥483 ¥1,853
Post-Pivot (6/3-6/7) 5 734 11 2 ¥6,056 ¥551 ¥3,028

1. KPI Summary

Period: 2026/06/01 – 2026/06/07 / Source: Apple Search Ads ⚠️ ASA CV = Install (NOT reservation)
Total Cost
¥41,399
06/01-06/07
Weekly Budget ¥62,500
IMP
5,444
Tap
78
TTR 1.4%
CPT
¥531
CPI
¥2,587
Target: below ¥2,000
Install
16
CVR (Tap→Install)
20.5%

2. Campaign Performance

Period: 2026/06/01 – 2026/06/07 / Source: Apple Search Ads
Campaign Cost IMP Tap TTR CPT Install CVR CPI
【Search】TOMOGO_Category_US ¥35,896 4,792 68 1.4% ¥528 12 17.6% ¥2,991
【Search】TOMOGO_Category_AU ¥3,600 402 7 1.7% ¥514 3 42.9% ¥1,200
【Search】TOMOGO_Category_CA ¥1,903 250 3 1.2% ¥634 1 33.3% ¥1,903
Total ¥41,399 5,444 78 1.4% ¥531 16 20.5% ¥2,587
AU is most efficient：CPI ¥1,200, CVR 42.9%. Lower CPI install acquisition vs US. Strong candidate for budget increase.

3. Daily Trend

Period: 2026/06/01 – 2026/06/07 / Source: Apple Search Ads
Date Campaign Cost IMP Tap TTR Install CVR CPI
2026/06/01 【Search】TOMOGO_Category_US ¥5,223 768 11 1.4% 3 27.3% ¥1,741
2026/06/01 【Search】TOMOGO_Category_AU ¥1,192 77 2 2.6% 1 50.0% ¥1,192
2026/06/01 【Search】TOMOGO_Category_CA ¥0 37 0 0.0% 0 - -
2026/06/02 【Search】TOMOGO_Category_US ¥4,703 790 10 1.3% 2 20.0% ¥2,352
2026/06/02 【Search】TOMOGO_Category_AU ¥0 58 0 0.0% 0 - -
2026/06/02 【Search】TOMOGO_Category_CA ¥0 41 0 0.0% 0 - -
2026/06/03 【Search】TOMOGO_Category_US ¥5,539 652 10 1.5% 0 0.0% -
2026/06/03 【Search】TOMOGO_Category_CA ¥1,291 26 2 7.7% 0 0.0% -
2026/06/03 【Search】TOMOGO_Category_AU ¥1,105 65 2 3.1% 1 50.0% ¥1,105
2026/06/04 【Search】TOMOGO_Category_US ¥5,924 474 10 2.1% 4 40.0% ¥1,481
2026/06/04 【Search】TOMOGO_Category_CA ¥612 39 1 2.6% 1 100.0% ¥612
2026/06/04 【Search】TOMOGO_Category_AU ¥0 64 0 0.0% 0 - -
2026/06/05 【Search】TOMOGO_Category_US ¥5,789 585 11 1.9% 2 18.2% ¥2,894
2026/06/05 【Search】TOMOGO_Category_AU ¥456 40 1 2.5% 0 0.0% -
2026/06/05 【Search】TOMOGO_Category_CA ¥0 34 0 0.0% 0 - -
2026/06/06 【Search】TOMOGO_Category_US ¥3,196 771 6 0.8% 0 0.0% -
2026/06/06 【Search】TOMOGO_Category_AU ¥847 50 2 4.0% 1 50.0% ¥847
2026/06/06 【Search】TOMOGO_Category_CA ¥0 37 0 0.0% 0 - -
2026/06/07 【Search】TOMOGO_Category_US ¥5,522 752 10 1.3% 1 10.0% ¥5,522
2026/06/07 【Search】TOMOGO_Category_AU ¥0 48 0 0.0% 0 - -
2026/06/07 【Search】TOMOGO_Category_CA ¥0 36 0 0.0% 0 - -

4. Keyword Performance (Top by Cost)

Period: 2026/06/01 – 2026/06/07 / Source: Apple Search Ads
Keyword Match Type Campaign Ad Group Cost IMP Tap TTR CPT Install CVR CPI
japan travel Broad 【Search】TOMOGO_Category_US Category_HighIntent_EN ¥9,775 1,390 16 1.2% ¥611 1 6.2% ¥9,775
japan itinerary Broad 【Search】TOMOGO_Category_US Category_HighIntent_EN ¥9,287 1,042 19 1.8% ¥489 2 10.5% ¥4,644
japan Broad 【Search】TOMOGO_Category_US Category_HighIntent_EN ¥8,066 725 14 1.9% ¥576 7 50.0% ¥1,152
japan tour Broad 【Search】TOMOGO_Category_US Category_HighIntent_EN ¥5,771 987 11 1.1% ¥525 1 9.1% ¥5,771
japan travel Broad 【Search】TOMOGO_Category_CA Category_HighIntent_EN ¥1,903 114 3 2.6% ¥634 1 33.3% ¥1,903
japan travel Broad 【Search】TOMOGO_Category_AU Category_HighIntent_EN ¥1,713 118 3 2.5% ¥571 0 0.0% Install 0
japan trip Broad 【Search】TOMOGO_Category_US Category_HighIntent_EN ¥1,506 191 3 1.6% ¥502 0 0.0% Install 0
japan Broad 【Search】TOMOGO_Category_AU Category_HighIntent_EN ¥619 107 1 0.9% ¥619 1 100.0% ¥619
japan tour Broad 【Search】TOMOGO_Category_AU Category_HighIntent_EN ¥567 84 1 1.2% ¥567 1 100.0% ¥567
tokyo itinerary Broad 【Search】TOMOGO_Category_US Category_HighIntent_EN ¥527 54 1 1.9% ¥527 1 100.0% ¥527
tokyo travel Broad 【Search】TOMOGO_Category_AU Category_HighIntent_EN ¥421 21 1 4.8% ¥421 1 100.0% ¥421
things to do in tokyo Broad 【Search】TOMOGO_Category_US Category_HighIntent_EN ¥309 20 1 5.0% ¥309 0 0.0% Install 0
japan guide Broad 【Search】TOMOGO_Category_AU Category_HighIntent_EN ¥280 15 1 6.7% ¥280 0 0.0% Install 0
things to do in japan Broad 【Search】TOMOGO_Category_US Category_HighIntent_EN ¥261 16 1 6.2% ¥261 0 0.0% Install 0
japan guide Broad 【Search】TOMOGO_Category_US Category_HighIntent_EN ¥206 104 1 1.0% ¥206 0 0.0% Install 0
tokyo guide Broad 【Search】TOMOGO_Category_US Category_HighIntent_EN ¥188 74 1 1.4% ¥188 0 0.0% Install 0
japan itinerary Broad 【Search】TOMOGO_Category_AU Category_HighIntent_EN ¥0 44 0 0.0% ¥0 0 - Install 0
tokyo itinerary Broad 【Search】TOMOGO_Category_AU Category_HighIntent_EN ¥0 13 0 0.0% ¥0 0 - Install 0
japan Broad 【Search】TOMOGO_Category_CA Category_HighIntent_EN ¥0 85 0 0.0% ¥0 0 - Install 0
japan itinerary Broad 【Search】TOMOGO_Category_CA Category_HighIntent_EN ¥0 25 0 0.0% ¥0 0 - Install 0
japan tour Broad 【Search】TOMOGO_Category_CA Category_HighIntent_EN ¥0 20 0 0.0% ¥0 0 - Install 0
tokyo itinerary Broad 【Search】TOMOGO_Category_CA Category_HighIntent_EN ¥0 3 0 0.0% ¥0 0 - Install 0
tokyo travel Broad 【Search】TOMOGO_Category_US Category_HighIntent_EN ¥0 161 0 0.0% ¥0 0 - Install 0
tokyo tour Broad 【Search】TOMOGO_Category_US Category_HighIntent_EN ¥0 28 0 0.0% ¥0 0 - Install 0
japan trip Broad 【Search】TOMOGO_Category_CA Category_HighIntent_EN ¥0 2 0 0.0% ¥0 0 - Install 0
tokyo guide Broad 【Search】TOMOGO_Category_CA Category_HighIntent_EN ¥0 1 0 0.0% ¥0 0 - Install 0

5. Search Term Quality Analysis

Period: 2026/06/01 – 2026/06/07 / Source: Apple Search Ads

Irrelevant Terms (Recommend Exclusion)

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
tous les jours US ¥1,537 3 0 Bakery chain
vpn japan US ¥1,305 2 0 VPN - not travel related
trip rank US ¥1,121 2 0 Different app
majov travel US ¥766 2 0 Different travel app
toyo US ¥372 1 0 Ambiguous term
Wasted Cost Total: ¥5,101（Total12.3%）。Recoverable by adding negative keywords.

Recommended Negative Keywords

airlines bongo hey cyan hxp ibew jal kakao kloak klook majov mio travel opal travel tabelog tous les jours travelers trip rank triprank tripshot universal studios vpn zipair

All Search Terms

Search Term Country Source Keyword Cost IMP Tap TTR Install CVR CPI Flag
(Low volume terms) US japan travel ¥41,299 6,523 70 1.1% 6 8.6% ¥6,883
(Low volume terms) US japan ¥32,131 3,100 55 1.8% 11 20.0% ¥2,921
(Low volume terms) US japan itinerary ¥23,586 3,468 53 1.5% 7 13.2% ¥3,369
(Low volume terms) US japan tour ¥22,633 3,483 43 1.2% 10 23.3% ¥2,263
(Low volume terms) US japan trip ¥6,603 771 14 1.8% 1 7.1% ¥6,603
(Low volume terms) CA japan travel ¥5,334 701 9 1.3% 3 33.3% ¥1,778
(Low volume terms) AU japan travel ¥3,697 624 7 1.1% 2 28.6% ¥1,848
(Low volume terms) AU japan ¥3,622 493 7 1.4% 4 57.1% ¥906
(Low volume terms) CA japan ¥2,476 441 5 1.1% 2 40.0% ¥1,238
(Low volume terms) AU japan tour ¥2,212 351 4 1.1% 3 75.0% ¥737
(Low volume terms) US tokyo itinerary ¥1,993 361 4 1.1% 2 50.0% ¥996
(Low volume terms) US things to do in tokyo ¥1,950 57 4 7.0% 1 25.0% ¥1,950
(Low volume terms) CA japan tour ¥1,656 136 3 2.2% 1 33.3% ¥1,656
tous les jours US japan tour ¥1,537 194 3 1.5% 0 0.0% - Irrelevant
(Low volume terms) US tokyo travel ¥1,458 528 4 0.8% 2 50.0% ¥729
(Low volume terms) US japan guide ¥1,395 282 4 1.4% 0 0.0% -
vpn japan US japan ¥1,305 29 2 6.9% 0 0.0% - Irrelevant
trip rank US japan itinerary ¥1,121 405 2 0.5% 0 0.0% - Irrelevant
(Low volume terms) AU japan itinerary ¥1,049 185 3 1.6% 0 0.0% -
(Low volume terms) US tokyo guide ¥973 233 3 1.3% 1 33.3% ¥973
(Low volume terms) AU tokyo travel ¥888 115 3 2.6% 2 66.7% ¥444
majov travel US japan travel ¥766 138 2 1.4% 0 0.0% - Irrelevant
(Low volume terms) US things to do in japan ¥655 66 2 3.0% 1 50.0% ¥655
(Low volume terms) AU tokyo itinerary ¥391 45 1 2.2% 1 100.0% ¥391
toyo US japan itinerary ¥372 193 1 0.5% 0 0.0% - Irrelevant
(Low volume terms) AU japan guide ¥280 54 1 1.9% 0 0.0% -
(Low volume terms) CA japan itinerary ¥235 129 1 0.8% 0 0.0% -
(Low volume terms) US tokyo tour ¥148 180 1 0.6% 0 0.0% -
(Low volume terms) AU japan trip ¥0 4 0 0.0% 0 - -
universal studios japan AU japan ¥0 10 0 0.0% 0 - - Irrelevant
universal studios japan AU japan travel ¥0 11 0 0.0% 0 - - Irrelevant
(Low volume terms) CA japan trip ¥0 13 0 0.0% 0 - -
(Low volume terms) CA tokyo guide ¥0 1 0 0.0% 0 - -
(Low volume terms) CA tokyo itinerary ¥0 27 0 0.0% 0 - -
(Low volume terms) CA tokyo travel ¥0 1 0 0.0% 0 - -
(Low volume terms) US tokyo nightlife ¥0 3 0 0.0% 0 - -
ana vpn US japan travel ¥0 49 0 0.0% 0 - - Irrelevant
fora travel US japan travel ¥0 11 0 0.0% 0 - -
jura US japan ¥0 11 0 0.0% 0 - - Irrelevant
kloak US japan travel ¥0 36 0 0.0% 0 - - Irrelevant
popo US japan itinerary ¥0 90 0 0.0% 0 - - Irrelevant
prado traveler US japan itinerary ¥0 10 0 0.0% 0 - -
saki US japan tour ¥0 61 0 0.0% 0 - - Irrelevant
travel chapel US japan tour ¥0 20 0 0.0% 0 - -
travelers US japan travel ¥0 43 0 0.0% 0 - - Irrelevant
tripshot US japan itinerary ¥0 31 0 0.0% 0 - - Irrelevant
universal japan US japan travel ¥0 11 0 0.0% 0 - - Irrelevant
visit japan web US japan travel ¥0 20 0 0.0% 0 - -
wanderlog US japan itinerary ¥0 15 0 0.0% 0 - -
yours US japan tour ¥0 10 0 0.0% 0 - -
zipair US japan travel ¥0 47 0 0.0% 0 - - Irrelevant

6. Tuning Proposals

Period: 2026/06/01 – 2026/06/07 / Source: Apple Search Ads

1. Increase AU Budget

  • Rationale: AU CPI ¥1,200 vs US ¥2,991. AU CVR 42.9% is highest among all countries
  • Current AU cost share is only 8.7% of total
  • Action: Double AU daily budget, monitor for 1-2 weeks to confirm efficiency holds

2. Add Negative Keywords Immediately

  • VPN, airlines, tabelog, universal studios, and other irrelevant terms consumed ¥5,101
  • Action: Add 21 negative keywords from the list above immediately
  • With broad match in use, weekly search term review is essential to continuously add negative keywords

3. Campaign Structure Optimization

  • Current: All keywords in a single campaign/ad group structure
  • Proposed structure:
    • Brand Campaign: Exact match "tomogo" "tomogo app" (brand defense)
    • Core Campaign: Exact match "japan travel" "japan tour" "japan itinerary" (efficiency)
    • Discovery Campaign: Broad match "japan" "tokyo guide" (expansion, lower bids)
  • Enables granular budget control, concentrating spend on high-efficiency keywords

4. Bid Optimization

  • "japan tour" CPI ¥5,771 shows good efficiency, room for bid increase
  • "japan" alone is too broad (captures VPN, irrelevant queries). Switch to exact match or lower bids
  • Target CPI ¥2,000: Pause 0-install keywords/days early, concentrate on high-efficiency KWs

5. Zero-Install Days Monitoring

  • 0 days with 0 installs despite spend:
  • Monitor daily and investigate causes on zero-install days (competition, bid levels, storefront issues)