1. Executive Summary
Zero conversions persist. Following the previous report period (3/21-4/19) where General campaigns had zero CV, the restructured bar hopping-focused keywords also produced zero conversions over 16 days. Landing page improvement is the top priority.
Total Cost
¥43,125
Apr 12-27
Avg. CPC
¥449
¥43,125 / 96
Conversions
0
Zero for 16 days
Search Share of Total
5.0%
of ¥854K total Google Ads
- Active Campaign: [Search] TOMOGO_General_JP only (resumed Apr 12). Brand_EN and General_EN are paused.
- Active Ad Group: Experiences (bar hopping keywords) only. Focused on bar hopping / nightlife keyword set.
- Warning CTR of 6.9% is acceptable for search ads, but 96 clicks with zero bookings strongly suggests a landing page issue.
- Quality Scores are predominantly 1-5. Google rates the LP experience poorly, causing CPC inflation and impression restrictions.
- 105 unique search queries triggered, all bar hopping / pub crawl / nightlife related. Zero conversions across all queries.
2. Comparison with Previous Report
Previous (Mar 21 - Apr 19)
Campaigns
3 (Brand_EN / General_EN / General_JP)
Total Cost
¥455,834
Conversions
8 (all from Brand KW)
General CV
0
Current (Apr 12 - Apr 27)
Campaigns
1 (General_JP only)
Total Cost
¥43,125
Conversions
0
Keyword Focus
Bar hopping (10 KWs)
Summary of Changes: Per previous report recommendations, General_EN was paused and spend consolidated into General_JP. Keywords were restructured to focus on bar hopping / nightlife themes. Cost reduced dramatically (¥456K → ¥43K), but the fundamental issue of zero General KW conversions remains unresolved.
3. Campaign Performance
| Campaign | Ad Group | IMP | Click | CTR | Cost | CPC | CV | Top IS | Abs. Top IS |
| [Search] TOMOGO_General_JP |
Experiences |
1,383 | 96 | 6.9% |
¥43,125 | ¥449 |
0 CV 0 |
89.8% | 30.2% |
Top Impression Share at 89.8% but Absolute Top IS only 30.2%. Ads appear in positions 2-3 mainly, not #1. However, bid increases are not recommended while CV remains zero.
4. Daily Trend (Apr 12 - Apr 27)
5. Keyword Performance
| Keyword | Match | QS | Status | IMP | Click | CTR | Cost | CPC | CV |
| tokyo bar hopping | Exact | 3 | Active |
428 | 30 | 7.0% | ¥11,017 | ¥367 | 0 |
| tokyo bar tour | Phrase | 4 | Active |
133 | 16 | 12.0% | ¥9,404 | ¥588 | 0 |
| shinjuku bar hopping | Exact | 3 | Active |
114 | 10 | 8.8% | ¥8,917 | ¥892 | 0 |
| bar hopping tour tokyo | Phrase | 7 | Active |
323 | 20 | 6.2% | ¥6,368 | ¥318 | 0 |
| tokyo nightlife tour | Exact | 3 | Active |
156 | 8 | 5.1% | ¥3,098 | ¥387 | 0 |
| izakaya tour tokyo | Phrase | 4 | Active |
42 | 4 | 9.5% | ¥1,855 | ¥464 | 0 |
| tokyo night tour | Exact | 1 | Restricted |
58 | 3 | 5.2% | ¥696 | ¥232 | 0 |
| ueno bar hopping | Exact | -- | Active |
1 | 1 | 100% | ¥427 | ¥427 | 0 |
| shibuya bar hopping | Exact | 5 | Active |
65 | 2 | 3.1% | ¥343 | ¥172 | 0 |
| asakusa bar hopping | Exact | 2 | Restricted |
12 | 0 | 0% | ¥0 | — | 0 |
| Total (10 KWs) | | | |
1,332 | 94 | 7.1% | ¥42,125 | ¥448 | 0 |
Quality Score Analysis:
QS 7: bar hopping tour tokyo (only 1 KW) — lowest CPC at ¥318
QS 4-5: tokyo bar tour / izakaya tour / shibuya bar hopping
QS 1-3: 6 KWs — LP relevance and LP experience rated poorly by Google
"tokyo night tour" (QS 1) and "asakusa bar hopping" (QS 2) have "Restricted" status with severely limited impressions.
6. Quality Score Distribution
Out of 10 keywords, only 2 (20%) have QS 5 or above. Google recommends QS 7+. Low Quality Scores are the primary driver of CPC inflation and lost impression opportunities.
The fastest path to improvement is creating a dedicated LP aligned with bar hopping experience content.
7. Search Query Analysis (Top 20 by Cost)
| Search Query | IMP | Click | CTR | Cost | CPC | CV |
| shinjuku bar hopping tour | 19 | 4 | 21.1% | ¥4,290 | ¥1,073 | 0 |
| pub crawl tokyo | 80 | 9 | 11.3% | ¥2,601 | ¥289 | 0 |
| tokyo pub crawl | 138 | 7 | 5.1% | ¥1,880 | ¥269 | 0 |
| bar crawl tokyo | 44 | 3 | 6.8% | ¥1,801 | ¥600 | 0 |
| shinjuku drinking tour | 2 | 1 | 50.0% | ¥1,354 | ¥1,354 | 0 |
| tokyo bar crawl tour | 4 | 2 | 50.0% | ¥1,023 | ¥512 | 0 |
| tokyo nightlife tour | 5 | 1 | 20.0% | ¥626 | ¥626 | 0 |
| bar hopping in tokyo | 4 | 2 | 50.0% | ¥609 | ¥305 | 0 |
| tokyo bar hopping | 11 | 1 | 9.1% | ¥604 | ¥604 | 0 |
| izakaya tour tokyo | 9 | 1 | 11.1% | ¥509 | ¥509 | 0 |
| bar hopping tokyo | 24 | 2 | 8.3% | ¥445 | ¥223 | 0 |
| bar hopping tour shinjuku | 4 | 1 | 25.0% | ¥444 | ¥444 | 0 |
| tokyo bar tour | 9 | 1 | 11.1% | ¥404 | ¥404 | 0 |
| bar hopping shinjuku | 17 | 1 | 5.9% | ¥376 | ¥376 | 0 |
| tokio pub crawl | 2 | 1 | 50.0% | ¥284 | ¥284 | 0 |
| bar hopping shibuya | 6 | 1 | 16.7% | ¥234 | ¥234 | 0 |
| tokyo pub crawl roppongi | 1 | 1 | 100% | ¥186 | ¥186 | 0 |
| night life in tokyo | 17 | 1 | 5.9% | ¥160 | ¥160 | 0 |
| nightlife in tokyo | 16 | 1 | 6.3% | ¥147 | ¥147 | 0 |
| tokyo night life | 21 | 1 | 4.8% | ¥79 | ¥79 | 0 |
| Total Reported Queries (105) | 808 | 43 | 5.3% | ¥18,113 | ¥421 | 0 |
Query Theme Analysis: All 105 queries are bar hopping / pub crawl / nightlife related. The mismatched queries from the previous period (mt fuji, cherry blossom, etc.) have been eliminated. The keyword restructure is working as intended, but even with on-theme queries, CV remains at zero — confirming the issue is on the LP side, not the keyword side.
8. Issue Analysis
A. Root Causes of Zero Conversions
Three Root Causes:
- LP Mismatch: Ads promote "bar hopping tour" but the LP is likely the TOMOGO! homepage or a generic tour page, creating a disconnect with user expectations
- Low Quality Scores: Average QS of 3.3 (8 of 10 KWs below QS 5). Google rates the user experience poorly, limiting ad placement and driving up CPCs
- Booking Flow Issue: Search users looking for "bar hopping" typically want to book for tonight or the next few days. If TOMOGO!'s booking flow does not support immediate availability, conversion is unlikely
B. Previous Report Action Items Status
| Action | Status | Result |
|---|
| Pause General_EN → reduce cost | Done | ¥242K/month savings |
| Focus KWs on bar hopping themes | Done | Off-theme queries eliminated |
| Add negative KWs (mt fuji/cherry blossom) | Done | Wasted spend removed |
| Improve LP (boost QS) | Not Started | No QS improvement, CV still zero |
| Increase Brand KW IS | TBD | Brand_EN currently paused |
9. Recommendations
1. [TOP PRIORITY] Create a Dedicated Bar Hopping LP
The current LP fails to match search user intent (wanting to book a bar hopping experience). A dedicated LP must include:
- Tour details prominently displayed (number of bars, area, duration, price)
- Social proof (reviews, photos)
- Clear "Book Now" CTA above the fold
- Natural English copy for the target audience
Until this is built, search ad ROI will remain at zero.
2. Consider Pausing Search Ads Until LP is Ready
Approximately ¥2,700/day is being spent with zero conversion potential. Pause until LP improvement is complete, and redirect budget to PMax or Brand KW campaigns. Restarting Brand_EN for proven CV acquisition is a realistic alternative.
3. Restart Brand_EN Campaign
Previous report showed Brand_EN achieved CPA ¥19,063 with 8 conversions. Brand search CV acquisition is proven. Restart Brand_EN targeting IS 90%+ for better cost-efficiency.
4. Use "bar hopping tour tokyo" (QS 7) as Benchmark
The only QS 7 keyword has the lowest CPC at ¥318. Apply its ad copy and LP experience learnings to other keywords, targeting QS 5+ across the board.
5. Address "pub crawl" Query Variants
"pub crawl tokyo" and "bar crawl tokyo" are frequent close variants. If the LP doesn't mention "pub crawl," this creates a relevance gap. Either add "pub crawl" terminology to the LP, or add these as negative keywords to focus spend.