1. Summary
CV
0
Lead time: 20.8 days
Assessment: On 4/12, the landing page for bar hopping-related KWs was switched to "Tokyo Private Bar Hopping Tour (tour_id=239)." The 8.8% CTR is strong compared to the overall General KW group. CV remains at 0, but given the average booking lead time of 20.8 days, conversion evaluation should be conducted in early May. Current status: "No anomalies — within expectations."
Key Challenge: Extremely low search volume (IMP 215). Expanding volume is the next priority.
2. Bar Hopping KW Performance After LP Switch (4/12–4/14)
Keyword Performance
| Keyword | IMP | Click | CTR | Cost | CPC | CV |
|---|
| bar hopping tour tokyo | 67 | 10 | 14.9% | ¥9,424 | ¥942 | 0 |
| shinjuku bar hopping | 26 | 1 | 3.8% | ¥2,590 | ¥2,590 | 0 |
| tokyo bar hopping | 35 | 2 | 5.7% | ¥1,597 | ¥798 | 0 |
| tokyo bar tour | 37 | 3 | 8.1% | ¥814 | ¥271 | 0 |
| shibuya bar hopping | 12 | 2 | 16.7% | ¥343 | ¥172 | 0 |
| tokyo night tour | 6 | 1 | 16.7% | ¥286 | ¥286 | 0 |
| izakaya tour tokyo | 26 | 0 | 0% | ¥0 | — | 0 |
| Total | 215 | 19 | 8.8% | ¥15,054 | ¥792 | 0 |
CTR Bar Chart (by Keyword)
shibuya bar hopping
16.7%
bar hopping tour tokyo
14.9%
shinjuku bar hopping
3.8%
Click Count Bar Chart (by Keyword)
bar hopping tour tokyo
10
Daily Trend
| Date | IMP | Click | Cost | Notes |
|---|
| 4/12 | 12 | 2 | ¥695 | Switch day (partial delivery) |
| 4/13 | 106 | 11 | ¥9,631 | Full delivery started |
| 4/14 | 97 | 6 | ¥4,728 | |
Daily IMP / Click Trend Chart
IMP stabilized around 100/day on 4/13–14. Daily clicks ranged from 6 to 11. CPC of ¥792 is within acceptable range (comparable to the overall General_EN average CPC).
3. Search Query Trends
Top search queries actually used by users
| Search Query | Click | Cost |
|---|
| tokyo bar crawl | 1 | ¥1,231 |
| bar hopping tokyo | 1 | ¥366 |
| bar hopping shibuya | 1 | ¥234 |
| roppongi pub crawl | 1 | ¥820 |
| night tour tokyo | 1 | ¥286 |
Synonyms beyond registered KWs — such as "bar crawl" and "pub crawl" — are driving traffic. Broad match is functioning as intended.
Queries containing specific areas (shibuya / roppongi) are appearing, indicating users with high intent specificity.
At the query level, CTR is 5.8% (6 clicks out of 103 IMP). The majority of long-tail queries have 0 clicks.
4. Challenges and Next Actions
Challenges
| # | Challenge | Priority |
|---|
| 1 | Extremely low search volume (IMP 215 over 3 days). Accumulating sufficient clicks for CV evaluation will take considerable time | High |
| 2 | Some KWs have 0 clicks (e.g., izakaya tour tokyo). IMP is generated but CTR is low | Medium |
| 3 | CPC spikes on certain KWs (e.g., ¥2,590 for shinjuku bar hopping) | Low |
Next Actions
- Continue delivery as-is for 1 week (through 4/21). Accumulate sufficient clicks (target: 50) for evaluation 4/21
- Review search query reports weekly; consider adding promising queries (bar crawl / pub crawl, etc.) as KWs 4/21
- izakaya tour tokyo: IMP 26 / Click 0. If CTR remains at 0% after 1 week, consider pausing 4/21
- Conduct CV evaluation in early May (accounting for the 20.8-day lead time) ~5/5
- Check scroll rate and bounce rate of the LP (tour_id=239) in Amplitude to assess whether LP optimization is needed 4/21
5. Reference: Overall Campaign Performance (4/1–4/14)
| Item | Value |
|---|
| Active Campaigns | 4 (General_EN / General_JP / Brand_EN / DG) |
| Total Cost | ¥401,133 |
| Total CV | 2 (via Brand Search) |
| Bar KW Cost Share | ¥15,054 / ¥401,133 = 3.8% |
Both CVs came through Brand Search. CV acquisition remains a challenge across all search campaigns.
DG campaign added on 4/9 increased IMP but CTR trending downward. Bar KW accounts for only 3.8% of total cost — positioned as a low-risk test initiative.
Note: This initiative is positioned as an A/B hypothesis test (guide-first approach vs. discounted experience). The current phase focuses on accumulating LP arrivals; it is premature to judge success or failure based on CV at this point.