TOMOGO! Google Ads Performance Report

2026-05-01 ~ 2026-05-14
Reporting Period: 2026/05/01 - 2026/05/14 (14 days)

1. Summary

Data Period: 2026/05/01 - 2026/05/14 (14 days)
Source: Daily Campaign Report (4).csv / Daily Ad Group Report_Google.csv / Daily Search Keywords_Google.csv / Daily Search Terms Keywords (7).csv
Total Cost
¥483,890
5/1-5/14
Impressions (IMP)
71,514
5/1-5/14
Clicks
892
5/1-5/14
CTR
1.25%
CPC
¥542
CPM
¥6,766
Conversions
3.0
*From 5/14, ContentView also tracked as CV (Install cannot be set as goal in Search Ads)
CPA
¥161,296

2. Campaign Performance

Data Period: 2026/05/01 - 2026/05/14 (14 days)
Source: Daily Campaign Report (4).csv
Brand Search
CV = 0
Campaign Name IMP Click CTR CPC Cost CV CPA
[Search] TOMOGO_General_EN 6,480 264 4.07% ¥980 ¥258,895 0.0 -
[Search] TOMOGO_General_JP 5,858 276 4.71% ¥398 ¥110,115 0.0 -
DG_MK TAXI MOV DG 58,246 168 0.29% ¥406 ¥68,324 0.0 -
[Search] TOMOGO_Brand_EN Brand 930 184 19.78% ¥253 ¥46,556 3.0 ¥15,518

3. Ad Group Performance (Top 20 by Cost)

Data Period: 2026/05/01 - 2026/05/14 (14 days)
Source: Daily Ad Group Report_Google.csv
CV = 0 with High Cost (Attention Required)
Ad Group Name Campaign IMP Click CTR CPC Cost CV CPA
③体験・特化 (Experiences) [Search] TOMOGO_General_EN 11,538 406 3.52% ¥712 ¥289,175 0.0 -
②顕在層 (High-Intent) [Search] TOMOGO_General_JP 801 134 16.73% ¥595 ¥79,838 0.0 -
横型 DG_MK TAXI MOV 58,249 168 0.29% ¥406 ¥68,326 0.0 -
Brand Search [Search] TOMOGO_Brand_EN 930 184 19.78% ¥253 ¥46,556 3.0 ¥15,518

4. Search Keywords Performance (Top 30 by Cost)

Data Period: 2026/04/14 - 2026/05/13 (30 days)
Source: Daily Search Keywords_Google.csv
Keyword Match Type IMP Click CTR CPC Cost CV CPA
tokyo bar hopping Exact Match 9,400 279 2.97% ¥580 ¥161,857 0.0 -
bar hopping tour tokyo Phrase Match 658 47 7.14% ¥847 ¥39,847 0.0 -
TOMOGO Exact Match 669 114 17.04% ¥236 ¥26,993 2.0 ¥13,496
Japan private tour Exact Match 123 12 9.76% ¥2,220 ¥26,641 0.0 -
izakaya tour tokyo Phrase Match 184 13 7.07% ¥1,820 ¥23,667 0.0 -
tokyo nightlife tour Exact Match 229 12 5.24% ¥1,463 ¥17,564 0.0 -
tokyo bar tour Phrase Match 243 15 6.17% ¥975 ¥14,627 0.0 -
Private tour guide tokyo Exact Match 157 36 22.93% ¥392 ¥14,138 0.0 -
Tokyo private tour Exact Match 195 32 16.41% ¥388 ¥12,442 0.0 -
Private tour guide Japan Exact Match 129 23 17.83% ¥358 ¥8,256 0.0 -
shinjuku bar hopping Exact Match 171 9 5.26% ¥908 ¥8,175 0.0 -
TOMOGO tours Exact Match 63 24 38.10% ¥325 ¥7,807 0.0 -
Kyoto private tour Exact Match 83 10 12.05% ¥763 ¥7,639 0.0 -
Private tour guide osaka Exact Match 62 12 19.35% ¥502 ¥6,027 0.0 -
asakusa bar hopping Exact Match 20 2 10.00% ¥1,848 ¥3,697 0.0 -
tomogo japan Exact Match 58 17 29.31% ¥188 ¥3,207 0.0 -
TOMOGO travel Exact Match 34 13 38.24% ¥242 ¥3,155 1.0 ¥3,155
tokyo night tour Exact Match 124 7 5.65% ¥449 ¥3,146 0.0 -
tomogo tokyo Exact Match 14 7 50.00% ¥329 ¥2,309 0.0 -
shibuya bar hopping Exact Match 61 4 6.56% ¥492 ¥1,968 0.0 -
ueno bar hopping Exact Match 7 2 28.57% ¥897 ¥1,794 0.0 -
asakusa nightlife tour Phrase Match 9 1 11.11% ¥1,589 ¥1,589 0.0 -
tomogo reviews Exact Match 47 3 6.38% ¥489 ¥1,469 0.0 -
Private tour guide kyoto Exact Match 5 1 20.00% ¥1,114 ¥1,114 0.0 -
Osaka private tour Exact Match 17 2 11.76% ¥201 ¥402 0.0 -

5. Search Terms Analysis

Data Period: 2026/05/01 - 2026/05/14 (14 days)
Source: Daily Search Terms Keywords (7).csv
Effective Terms (CV Generated) Cost
12.31%
¥27,125
Wasted Terms (CV = 0) Cost
87.69%
¥193,218
Total CV from Effective Terms
3.0

CV-Generating Search Terms

Search Term IMP Click Cost CV CPA
tomogo 666 108 ¥24,976 2.0 ¥12,488
tomogo travel 30 11 ¥2,149 1.0 ¥2,149

Wasted Search Terms TOP 20 (CV=0, Sorted by Cost Desc)

Search Term Match Type IMP Click CTR CPC Cost
private tours of japan Exact Match (Close Variant) 1 1 100.00% ¥15,690 ¥15,690
tokyo nightlife tour Exact Match 11 3 27.27% ¥2,494 ¥7,483
tomogo tours Exact Match 60 23 38.33% ¥316 ¥7,289
night life tokyo Exact Match (Close Variant) 7 1 14.29% ¥4,477 ¥4,477
tokyo bar hopping tour Exact Match (Close Variant) 16 2 12.50% ¥1,923 ¥3,846
best shinjuku food tour Phrase Match (Close Variant) 1 1 100.00% ¥3,656 ¥3,656
private guide japan Exact Match (Close Variant) 4 1 25.00% ¥3,295 ¥3,295
tokyo bar tour Exact Match 15 4 26.67% ¥771 ¥3,084
the hungry tourist tokyo Broad Match 28 3 10.71% ¥956 ¥2,869
tokyo tour guide Exact Match (Close Variant) 29 4 13.79% ¥658 ¥2,634
bar crawl tokyo Exact Match (Close Variant) 33 5 15.15% ¥520 ¥2,604
bar centifolia tokyo Broad Match 169 4 2.37% ¥613 ¥2,455
tomogo tours tokyo Exact Match (Close Variant) 15 7 46.67% ¥329 ¥2,309
private guides in japan Exact Match (Close Variant) 4 1 25.00% ¥2,294 ¥2,294
tokyo bar hopping night tour in shinjuku Exact Match (Close Variant) 11 1 9.09% ¥2,123 ¥2,123
tomogo japan Exact Match 45 14 31.11% ¥150 ¥2,109
tour guides in japan Exact Match (Close Variant) 12 4 33.33% ¥510 ¥2,040
tokyo night tours Exact Match (Close Variant) 14 4 28.57% ¥493 ¥1,972
izakaya tour tokyo Exact Match 20 1 5.00% ¥1,924 ¥1,924
tokyo drinking tour Exact Match (Close Variant) 6 1 16.67% ¥1,905 ¥1,905

Recommended Negative Keywords List

Recommended Negative Keyword Cost (Wasted Spend) Click Reason for Exclusion
tokyo nightlife tour ¥7,483 3 CV=0, cost consumed with no return
tomogo tours ¥7,289 23 CV=0, cost consumed with no return
tokyo bar hopping tour ¥3,846 2 CV=0, cost consumed with no return
tokyo bar tour ¥3,084 4 CV=0, cost consumed with no return
the hungry tourist tokyo ¥2,869 3 CV=0, cost consumed with no return
tokyo tour guide ¥2,634 4 CV=0, cost consumed with no return
bar crawl tokyo ¥2,604 5 CV=0, cost consumed with no return
bar centifolia tokyo ¥2,455 4 CV=0, cost consumed with no return
tomogo tours tokyo ¥2,309 7 CV=0, cost consumed with no return
tomogo japan ¥2,109 14 CV=0, cost consumed with no return
tour guides in japan ¥2,040 4 CV=0, cost consumed with no return
tokyo night tours ¥1,972 4 CV=0, cost consumed with no return
private tour guide tokyo ¥1,753 2 CV=0, cost consumed with no return
shibuya pub crawl ¥1,630 2 CV=0, cost consumed with no return
shinjuku pub crawl ¥1,599 3 CV=0, cost consumed with no return
golden gai bar crawl ¥1,542 2 CV=0, cost consumed with no return
pub crawl tokyo ¥1,401 3 CV=0, cost consumed with no return
tokyo city tours ¥1,401 2 CV=0, cost consumed with no return
night out japan ¥1,248 2 CV=0, cost consumed with no return
tokyo nightlife for foreigners ¥1,129 3 CV=0, cost consumed with no return

6. Daily Trend

Data Period: 2026/05/01 - 2026/05/14 (14 days)
Source: Daily Campaign Report (4).csv
Date IMP Click CTR Cost CPC CV
2026-05-01 4,901 64 1.31% ¥43,206 ¥675 0.0
2026-05-02 4,988 60 1.20% ¥37,035 ¥617 0.0
2026-05-03 4,687 64 1.37% ¥39,828 ¥622 0.0
2026-05-04 4,215 68 1.61% ¥37,497 ¥551 0.0
2026-05-05 4,483 52 1.16% ¥24,097 ¥463 0.0
2026-05-06 4,988 69 1.38% ¥32,025 ¥464 0.0
2026-05-07 4,968 78 1.57% ¥47,674 ¥611 0.0
2026-05-08 5,357 78 1.46% ¥32,335 ¥414 1.0
2026-05-09 5,678 79 1.39% ¥46,156 ¥584 2.0
2026-05-10 6,766 67 0.99% ¥28,018 ¥418 0.0
2026-05-11 5,560 58 1.04% ¥40,419 ¥696 0.0
2026-05-12 5,947 59 0.99% ¥25,223 ¥427 0.0
2026-05-13 6,106 61 1.00% ¥31,950 ¥523 0.0
2026-05-14 2,870 35 1.22% ¥18,427 ¥526 0.0

7. Optimization Recommendations

Recommendations based on data period: 2026/05/01 - 2026/05/14 (14 days)

Campaign Paused / Changes

Stopped 5/14 DG_MK TAXI MOV
  • CV=0, spent ¥68,324. No spillover effect on Brand Search even as an awareness campaign.
Stopped 5/14 [DG] TOMOGO!premium
  • No CV record. Stopped due to no confirmed spillover effect on Brand Search even as an awareness campaign.
  • Similar to TAXI MOV, the entire DG campaign shows no CV contribution, and no improvement in cost efficiency is expected.
Changed 5/14 CV Action Settings Change (Google Search Ads)
  • Primary CV: Purchase + ContentView (2 actions)
  • Excluded: Install (cannot be set as goal in Google Search Ads, therefore excluded)
  • Reason for change: General Search has no Purchase CV, but user intent aligns well. Adding ContentView as a primary action to visualize indirect contributions. Optimization will run on both Purchase + ContentView axes.
  • Future evaluation criteria: General Search will also be evaluated by ContentView count.

Recommended to Pause / Reduce

  • [Campaign] [Search] TOMOGO_General_EN -- CV=0, spent ¥258,895. Recommend pausing or significantly reducing budget.
  • [Campaign] [Search] TOMOGO_General_JP -- CV=0, spent ¥110,115. Recommend pausing or significantly reducing budget.
  • [Ad Group] ③体験・特化 (Experiences) ([Search] TOMOGO_General_EN) -- CV=0, spent ¥289,175. Keyword review and pause consideration required.
  • [Ad Group] ②顕在層 (High-Intent) ([Search] TOMOGO_General_JP) -- CV=0, spent ¥79,838. Keyword review and pause consideration required.
  • [Wasted Terms] Potential cost savings from adding negative KWs: Estimated ¥76,058 (from TOP 20 wasted terms)

Brand Search Enhancement Proposals

  • Brand Search Results: CV=3.0, Cost=¥46,556, CPA=¥15,518. The only campaign generating conversions.
  • Brand KW Expansion: Recommend adding variations such as "TOMOGO tours" and "TOMOGO app" to prevent missed brand traffic.
  • General Search Issues: CV=0 across all General campaigns. Broad match KWs like "tokyo bar hopping" are triggering ads for low-relevance search terms. Adding negative KWs and reviewing match types is necessary.
  • All DG Campaigns Stopped: Both TAXI MOV and TOMOGO!premium had CV=0 and were stopped on 5/14. No spillover effect on Brand Search confirmed.

Overall Summary

  • Key Issue for the Period: Only 3.0 CVs against ¥483,890 in ad spend. No CVs from non-Brand Search, making General Search cost efficiency extremely poor.
  • Immediate Actions: (1) Add negative KWs for wasted terms, (2) Review General Search keywords and improve LPs, (3) Secure Brand Search budget and expand KWs.
  • Mid-term Actions: Improve post-LP CVR for General Search (optimize booking flow). With CV action changes (Purchase + ContentView), visualize indirect contributions from General Search and re-evaluate using ContentView count. Install cannot be set as goal in Search Ads.