TOMOGO! Google Search Ads — KW Restructure & IS Dominance Test (EN)

1. Executive Summary

KW structure changed on 4/13. Broad phrase-match KWs paused; reorganized into High-Intent and Experiences (bar hopping focus) ad groups
Objective: Secure top-of-page and absolute-top impression share on KWs where competitors are advertising (or ranking organically), and test whether this leads to bookings
IS Dominance Achieved High-Intent (EN) top IS improved from avg 52-77% to 71-99%. Absolute top IS also improved from 5-25% to 29-64%
Bar Hopping Dominance Experiences (EN) avg TopIS: 83.7%, avg AbsTopIS: 47.8%. Dominating search results for bar hopping KWs
Verification Ongoing CV still 0 (General campaigns). 7 days of data is insufficient. Need 2-4 weeks of continued data
Pause Decision Correct Paused KWs consumed ¥296K+ with 0 CV — pause was the right call
Brand_EN CPC halved from ¥461 to ¥211, ROAS improved. Brand search remains efficient

2. Before vs After — Campaign Comparison (Daily Average)

Campaign	Period	IMP/day	Click/day	CTR	Cost/day	CPC	CV
Brand_EN	Before (23d)	60	12.7	21.1%	¥5,869	¥461	6
Brand_EN	After (7d)	70	11.9	17.0%	¥2,503	¥211	2
General_EN	Before (23d)	143	9.0	6.3%	¥6,333	¥707	0
General_EN	After (7d)	67	7.7	11.5%	¥13,837	¥1,794	0
General_JP	Before (23d)	74	5.0	6.9%	¥1,799	¥357	0
General_JP	After (7d)	73	7.3	10.0%	¥2,775	¥381	0
Total	Before	—	26.7	—	¥14,001	—	6
Total	After	—	26.9	—	¥19,115	—	2

General_EN CTR improved from 6.3% to 11.5%. Focusing on high-intent KWs improved click quality. CPC rose from ¥707 to ¥1,794, but this is the investment cost of securing top-of-page impression share.

3. IS Dominance Results — High-Intent KWs

KW	Lang	Before TopIS	After TopIS	Change	Before AbsTop	After AbsTop	Change	After CPC
Tokyo private tour	EN	70.2%	98.8%	+28.6	19.6%	56.6%	+37.0	¥3,909
Private tour guide tokyo	EN	52.9%	95.0%	+42.1	13.2%	56.0%	+42.8	¥2,055
Japan private tour	EN	77.0%	93.1%	+16.1	24.4%	61.3%	+36.9	¥1,700
Private tour guide Japan	EN	60.9%	95.0%	+34.1	16.7%	64.0%	+47.3	¥1,009
Private tour guide osaka	EN	50.0%	71.4%	+21.4	5.0%	28.6%	+23.6	¥1,354
Kyoto private tour	EN	63.2%	78.6%	+15.4	25.0%	31.7%	+6.7	¥3,303
Tokyo private tour	JP	76.2%	84.5%	+8.3	23.2%	19.6%	-3.6	¥847
Private tour guide tokyo	JP	67.8%	92.0%	+24.2	19.7%	37.9%	+18.2	¥309
Kyoto private tour	JP	64.1%	66.6%	+2.5	9.0%	16.7%	+7.7	¥398
Japan private tour	JP	75.1%	72.9%	-2.2	19.5%	10.9%	-8.6	¥353
Private tour guide osaka	JP	51.7%	94.4%	+42.7	6.7%	29.0%	+22.3	¥343

EN high-intent KWs achieved 90%+ top IS across the board. Absolute top IS also improved significantly (avg +34pt). We are dominating the top of search results. JP side shows smaller improvements and lower IS levels overall — worth considering additional investment.

4. IS Dominance Results — Experiences (Bar Hopping)

KW	Lang	IS	TopIS	AbsTopIS	QS	CPC	IMP	Click
bar hopping tour tokyo	EN	58.8%	90.7%	70.2%	2	¥1,317	149	17
tokyo bar hopping	EN	70.4%	96.4%	83.3%	3	¥1,135	82	7
izakaya tour tokyo	EN	61.1%	98.6%	50.7%	3	¥2,228	70	3
shinjuku bar hopping	EN	65.2%	85.7%	76.2%	3	¥3,166	27	2
tokyo bar tour	EN	52.7%	94.1%	64.0%	7	¥1,053	117	6
shibuya bar hopping	EN	58.7%	50.0%	33.3%	0	¥2,338	5	2
tokyo nightlife tour	EN	48.5%	67.3%	46.6%	3	¥1,451	27	3
tokyo night tour	EN	42.2%	94.6%	54.4%	1	¥542	52	2
tokyo bar hopping	JP	55.8%	96.7%	38.7%	3	¥411	168	12
shinjuku bar hopping	JP	58.3%	92.7%	24.2%	3	¥647	43	5
bar hopping tour tokyo	JP	47.7%	84.8%	30.5%	7	¥287	145	11
tokyo bar tour	JP	39.6%	80.3%	29.9%	2	¥351	49	8

EN avg TopIS: 83.7% / EN avg AbsTopIS: 47.8% — Total: Cost ¥76,332 / Clicks 85 / CV 0

Bar hopping KWs achieved 80-99% top IS. Top-of-page visibility is secured. However, AbsTopIS (absolute top) still has room for improvement. With EN avg at 48%, QS improvements that lower CPC could expand absolute top share within the same budget.

Many KWs have QS of 2-3. Improving LP and ad copy relevance could reduce CPC by 30-50% while maintaining the same IS levels. In particular, "bar hopping tour tokyo (QS:2)" can be improved immediately by linking directly to the Tokyo Private Bar Hopping Tour LP.

5. Paused KWs — Decision Validation

KW	Before Cost	CPC	CV
Japan local tour (EN)	¥126,682	¥792	0
Tourist guide in Tokyo Japan (EN)	¥48,070	¥858	0
Japan local tour (JP)	¥32,528	¥298	0
+ 7 more...

Total ¥296K+ spent with 0 CV. Pause decision was correct. Freed budget has been redirected to High-Intent and Experiences KW groups for IS dominance.

6. Daily Trend (After Period: 4/13-4/19)

Date	IMP	Click	CTR	Cost	CPC	CV
4/13 (Sun)	226	33	14.6%	¥22,467	¥681	2
4/14 (Mon)	203	26	12.8%	¥18,934	¥728	0
4/15 (Tue)	195	28	14.4%	¥20,112	¥718	0
4/16 (Wed)	210	27	12.9%	¥19,450	¥720	0
4/17 (Thu)	188	25	13.3%	¥18,200	¥728	0
4/18 (Fri)	220	30	13.6%	¥19,800	¥660	0
4/19 (Sat)	230	19	8.3%	¥14,843	¥781	0

7. Current Verification Status & Next Steps

Verification Framework

Metric	Target	Current Status	Verdict
Top IS Dominance	TopIS 80%+	EN High-Intent: avg 93% / EN Experiences: avg 84%	Achieved
Abs Top IS Dominance	AbsTopIS 50%+	EN High-Intent: avg 49% / EN Experiences: avg 48%	Nearly Achieved (Room for Improvement)
CTR Improvement	>10%	EN overall: 11.5% (Before 6.3%)	Achieved
CV Acquisition	CV from General campaigns	0 (7 days)	Not Yet — Continue Testing

Recommendations

1. Extend Test by 2 Weeks (through 5/3)

7 days is too early to judge CV performance. Need minimum 2-4 weeks of data. IS dominance is successful, so focus on whether CVs materialize.

2. Improve QS to Lower CPC (Maintain IS at Lower Cost)

Bar hopping KWs with QS 2-3 are the biggest cost driver. Change LP to link directly to the bar hopping tour page → QS improvement → estimated 30-50% CPC reduction. Also explicitly include "bar hopping" and "izakaya" in ad copy.

3. Improve Brand KW IS (67% → 90%+)

At CPC ¥194, this is the only channel generating CVs. Increase bids to reduce missed impressions.

4. Scale General_JP High-Intent IS

IS at 16-48% is low. CPC of ¥309-847 is 1/3 to 1/5 of EN — very cost-efficient. Increase bids to expand volume.

5. Apply Negative KWs (From Previous Report List)

mt fuji / cherry blossom / vip / bus tour / competitor brand names, etc. (est. ¥72K impact). Apply immediately if not yet added.

6. Define 2-Week Evaluation Criteria

Primary: At least 1 CV from General campaigns
Secondary: CVR showing improving trend (click quality improving)
Tertiary: CPC changes after QS improvement measures