Kakaku.com, which operates the purchasing support site “Kakaku.com” and the restaurant search and reservation site “Tabelog,” has been operating “Job Box,” a bulk search site for job information, since 2015. Since its launch, the site has grown into a site used by users of a wide range of age groups, and in 2018 it began using Google Ads with the aim of acquiring even more users.
In this article, we will introduce Kakaku.com’s efforts to successfully improve brand value through a variety of advertising strategies.
Succeeded in acquiring more users by operating search ads and display ads
The job information search site “Job Box” is a new service launched by Kakaku.com Co., Ltd. in 2015. Although the number of users has been steadily increasing since the service was launched, Kakaku.com decided to use Google Ads in order to reach people who were not yet aware of the service.
First, we used search ads to target users who were likely to use the service, and then began using display ads to increase awareness among users who were unaware of the job search box. Display advertising allows you to reach users relatively early in the purchase cycle by showing ads before they search for products or services. Kakaku.com has gained a wide range of conversions through its “Smart Display Campaign,” which allows ads to be displayed in almost all formats on the Google Display Network. We have improved accuracy through “Advertising”.
As a result of 28 days of advertising operations, we succeeded in increasing the efficiency of the cost per click (CPC) and cost per customer acquisition (CPA) of display advertising. The CPC of smart display campaigns and discovery ads decreased by 87%, and the CPA decreased by 20%, proving a significant effect in efficiently acquiring users.
Focusing on pulse consumption and starting a new TrueView action
Kakaku.com, which has achieved certain results through the operation of search advertisements and display advertisements, started “TrueView Action” in 2019 in order to spread awareness among a wider range of users. TrueView Action is a YouTube ad that was released in 2018 and specializes in acquiring conversions. The purpose is to encourage the users who view the advertisement to take action, with the aim of acquiring potential customers and converting products and services.
The reason Kakaku.com decided to use TrueView Action was because it focused on the pulse-type consumer behavior announced by Google. As it has become possible to easily purchase products and services using smartphones, marketing based on traditional purchasing processes no longer works. People’s purchasing behavior is becoming more instantaneous, and it is becoming more and more common for people to complete their purchase the moment they find the product or service they want.
TrueView Action is an advertisement that specializes in acquiring conversions, and at first glance it seems unsuitable for Kakaku.com’s strategy of further expanding awareness. However, Kakaku.com believed that advertising that matched people’s pulse consumption would be effective, so they decided to introduce TrueView Action, which would attract attention with call-to-action phrases.
Significant results in expanding the user base from the actual to the latent
As a result of operating YouTube ads, the new user acquisition rate was 82% within the first month of distribution, and Kakaku.com was successful in cultivating a new demographic. At first, we limited our advertising operations to the Tokyo area, but due to this success, we have expanded our distribution area nationwide. In addition, the number of searches for the keyword “job box” increased approximately 17 times, proving that YouTube advertising is also effective in brand awareness.
The reason behind Kakaku.com’s success in expanding its user base from the active to the latent is the continued use of advertising settings recommended by Google. Although it was not possible to improve the cost per customer acquisition (CPA) in the first week of YouTube advertising, by continuing to use Google’s recommended settings, the numbers gradually improved, and CPA was reduced by 90% within two months of distribution. Achieved. Even if you don’t see immediate results, it is important to continue operating your ads without changing the settings as much as possible.
Kakaku.com, which has successfully acquired new users through YouTube advertising, is aiming to further strengthen YouTube advertising and expand awareness among a wider range of users.
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summary
◆Job Box, a job information search site, has been steadily increasing the number of users since its launch, but it has decided to use various Google ads to deliver information to people who are not yet aware of the service.
◆First, we used search ads to target users who were likely to use the service, and then began using display ads to gain awareness among users who were unaware of the job search box.
◆ Focusing on Google’s pulse consumption, we introduced YouTube advertising “TrueView Action” that specializes in acquiring conversions. The brand succeeded in cultivating a new demographic and improved brand recognition.
◆Kakaku.com, which has successfully expanded its user base from the active to the latent, plans to further strengthen YouTube advertising in the future.