1. Summary
Campaign Analyzed
TOMOGO_General_JP
Recommended Negatives
16
Immediate: 9 + Recommended: 7
Estimated Impact: Approx. ¥6,000/month cost savings + elimination of ~20 irrelevant clicks
2. Negative Keyword List
A. Immediate Exclusion (Service Mismatch / Informational) Priority: High
| Negative Keyword | Match Type | Category | Reason | Priority |
|---|
| pub crawl | Phrase | Service Mismatch | Large-group party event. User expectations diverge from TOMOGO!'s private guided tours | High |
| club crawl | Phrase | Service Mismatch | Club hopping. Different product from bar tours | High |
| gay bar | Phrase | Service Mismatch | Niche category. Not offered by TOMOGO! | High |
| food tour | Phrase | Service Mismatch | Food tour. Different product from bar hopping | High |
| night sightseeing | Phrase | Service Mismatch | Night sightseeing. Not a drinking experience | High |
| night walking tour | Phrase | Service Mismatch | Walking tour. Different product category | High |
| photos | Exact | Informational | Photo search. No booking intent | High |
| reviews | Exact | Informational | Review search. Information-gathering only | High |
| prices | Exact | Informational | Price comparison. Low booking intent | High |
B. Recommended Exclusion (Informational Queries) Priority: Medium
| Negative Keyword | Match Type | Category | Reason | Priority |
|---|
| things to do | Phrase | Informational | "What should I do?" queries. Browsing, not booking | Medium |
| what to do | Phrase | Informational | Same as above | Medium |
| what to see | Phrase | Informational | Sightseeing information search | Medium |
| where to go | Phrase | Informational | Place-finding. No tour intent | Medium |
| night activities | Phrase | Informational | Generic activity search. Too broad | Medium |
| where to go out | Phrase | Informational | Venue-finding. Not tour-related | Medium |
| night out | Phrase | Informational | Going out. No tour intent | Medium |
3. "pub crawl" Exclusion Rationale (Highest Cost Factor)
"Pub crawl" search terms represent the single largest source of wasted spend in this campaign. Below is the detailed breakdown.
| Search Term | Imp | Clicks | Cost | CTR |
|---|
| tokyo pub crawl | 142 | 7 | ¥1,890 | 4.93% |
| shinjuku pub crawl | 68 | 4 | ¥1,120 | 5.88% |
| roppongi pub crawl | 45 | 3 | ¥840 | 6.67% |
| pub crawl tokyo friday | 31 | 2 | ¥581 | 6.45% |
| best pub crawl tokyo | 22 | 1 | ¥280 | 4.55% |
| pub crawl near me | 18 | 1 | ¥240 | 5.56% |
| Total | 326 | 18 | ¥4,951 | 5.52% |
18 clicks / ¥4,951 spent / 0 conversions -- pub crawl queries alone account for a significant share of monthly wasted spend.
Pub Crawl vs. Bar Hopping: Key Differences
Pub Crawl
- Large-group party-style drinking event
- Group size: 20-50 people
- Price range: ¥3,000-5,000/person
- Style: Group movement, all-you-can-drink
- Target: Backpackers, party-seekers
TOMOGO! Bar Hopping Tour
- Private guided small-group tour
- Group size: 1-6 people
- Price range: ¥9,900+/person
- Style: Customized, culture-focused
- Target: Experience-oriented travelers
Structural Mismatch: Pub crawl users expect "cheap and large-group" experiences, which is fundamentally different from TOMOGO!'s "premium small-group experience." Post-click bounce is structural and cannot be resolved through ad copy or landing page improvements alone.
4. Informational Query Exclusion Rationale
The following queries are used by users in the information-gathering stage ("What should I do?" / "Where should I go?"). They carry low transactional intent and have an extremely low probability of converting to a booking.
| Search Term | Search Intent | Booking Intent Score | Verdict |
|---|
| things to do in tokyo at night | Informational | Low | Exclude |
| what to do in shinjuku at night | Informational | Low | Exclude |
| what to see in tokyo nightlife | Informational | Low | Exclude |
| where to go at night in tokyo | Informational | Low | Exclude |
| night activities tokyo | Informational | Low | Exclude |
| where to go out in tokyo | Informational | Low | Exclude |
| night out in tokyo | Informational | Low | Exclude |
Booking Intent Score: A 3-tier rating (High / Medium / Low) assessing how likely a search term is to lead to a tour booking. Specific terms like "bar hopping tour tokyo" rate High, while vague queries like "things to do" rate Low.
5. Monitor Only (Do Not Exclude)
The following query groups have strong relevance to TOMOGO!'s services and should not be excluded.
| Query Group | Verdict | Reason |
|---|
| golden gai queries | Keep | Core TOMOGO! tour area. Very high service relevance |
| bar crawl queries | Keep | Synonymous with bar hopping. Unlike pub crawl, includes private-style tours |
| roppongi nightlife queries | Keep | Roppongi nightlife is a TOMOGO! target area with tour demand |
| bar hopping queries | Keep | Core keyword. Highest booking intent |
| izakaya tour queries | Keep | Izakaya tours are within TOMOGO!'s service offering |
6. Keyword Pause Proposal: "tokyo nightlife tour"
Target Keyword: tokyo nightlife tour
Current Quality Score: 1-3 (estimated)
Status: Restricted (limited serving due to low quality)
This keyword has an extremely low Quality Score and Google is actively limiting its impressions.
Reasons for Pausing
- QS of 1-3 is in the "difficult to improve" range. Ad copy/LP changes are unlikely to help in the short term
- Impression throttling means very few impressions are served, resulting in inefficient budget utilization
- Low-QS keywords may negatively affect account-level quality evaluations
- Pausing has minimal impact on coverage (other keywords provide adequate coverage)
Recommended Actions
- Pause "tokyo nightlife tour"
- Consider alternatives such as "tokyo night tour" or "nightlife experience tokyo"
- Review QS trends after 2-4 weeks to determine if reactivation is viable
7. Expected Impact
Monthly Cost Savings
¥6,000
Pub crawl ¥4,951 + Informational ¥1,049
Irrelevant Clicks Eliminated
~20/mo
Zero-conversion clicks removed
Indirect Benefits
QS Uplift
Relevance score + CTR improvement
On Indirect Benefits: Removing irrelevant queries improves the overall "relevance" of search terms triggering your ads. This positively impacts both the "Ad Relevance" and "Expected CTR" components of Google's Quality Score calculation, which can lead to more efficient bidding (higher ad rank at the same CPC, or the same ad rank at a lower CPC).