<Seminar Report> [Introductory] Listing ad in 2 hours ・How to use access analysis

Yahoo Sponsored Search (YSS) is a service that allows users to search and display advertisements related to keywords on the search result page.

Up to "12 companies" can be advertised per page of search results.
The ranking is not fixed, but is determined by the "bid price per click" and "ad quality" that the advertiser bids.
Click-through rate is especially important for ad quality. Information that is more valuable to the user (click) tends to have a higher click rate, and even if the bid price is low, the ranking tends to be high.

YSSの最大の特徴は「検索キーワードから、興味のある人を特定し、効率的に広告を掲載できる」ことだ。
またクリック課金のため、クリックされないと費用は発生しない。
広告を出した効果も管理画面にてリアルタイムで可視化できるため、効果のない広告を停止したり、効果を上げるように柔軟かつオンタイムで改善策を実施することができる。
広告管理ツールで、『1日の予算設定』が可能で、自社予算にあわせた運用も可能だ。

さらに「よく誤解されている方がいるが、Yahoo以外の検索サイトにも広告が掲載される」と足立氏は話す。
スポンサードサーチと提携している多数のポータルサイトなどにも同じ広告が掲載されるため、さらなる露出や集客効果の向上が期待できる。

「プロモーション広告」のもう1つの配信手法がYahoo!ディスプレイアドネットワーク（以下、YDN）だ。

The PV composition ratio of search and browsing in Yahoo! JAPAN is 1: 9.
YDN is provided for the purpose of reaching the site browsing users who account for 90% of the total.

YDN can deliver banner ads and text ads to the content pages of Yahoo! JAPAN and major affiliated sites.
As a feature, there are various targeting methods that can limit the delivery of advertisements to only users who are closer to the prospective customers of the company.
For example, it is possible to specify the user's interests and narrow down the distribution area of the advertisement to a specific area.
Other examples include delivering advertisements and marketing delivery only to users who visit the company's site.

Also, as with YSS, you will be charged a click, so you can reduce unnecessary costs.
It is also possible to specify the distribution side of the advertisement, or conversely, not place the advertisement on the distribution side that is ineffective.
"We can take advantage of the huge number of ad display opportunities and target users to reach them," Adachi said.

Promotional advertisements can be targeted and the effects can be maximized by operating the advertisements appropriately.
Mr. Adachi picked up some concrete cases and explained the points of operating promotional advertisements.

• While the festival doll market itself is shrinking due to the declining birth rate, the limit has become apparent only with actual store sales in local cities.
  To overcome this, we opened our own online shopping site.
  However, the number of accesses per day is about several. The situation where it was not displayed at the top of the search results continued.
  In a situation where he was struggling to attract customers online, he learned about sponsored search from a site production company (agency) and decided to introduce it.

  What this store carried out was "registration of paraphrase keywords and extended keywords."
  For example, even for Hina dolls, the keywords to search for "Hina dolls", "Hina matsuri", "Hina sama", etc. differ depending on the user.
  The same product was registered in different languages to support various search patterns.
  In addition, we tried to meet a wide range of user needs by multiplying the manufacturer names and types such as "Hina dolls in a case" and "Hinamatsuri 7-dan".

  When the effectiveness of the advertisement gradually began to appear, Actual of each keyword, verified the number of product orders and cost effectiveness, and strategically narrowed down the effective products.
  As a result, the ratio of online sales has grown rapidly to account for 70% of the total.
  We cultivated new sales channels other than the store business, and demonstrated that local stores can also use the Internet to expand their business.

• Case 2: Accommodation "Catching user needs in real time"

  Newly opened male-only accommodation.
  The challenge was to increase the number of customers, but compared to the competition, there was no name or budget.
  The company's own website on the Internet is also a new homepage, so it is not displayed at the top of the search results.
  Even if you search by facility name, only "Jalan" and "Rakuten Travel" are displayed, and there is almost no lead wire to your company's site.

  Therefore, the measure to attract customers that this facility took was to use both search-linked advertisements that can directly direct users to the site and YDN banners to gain recognition from men.

  YDN specified a segment and distributed a banner to announce the opening of a new store.
  In addition, because it is a male-only facility, we narrowed down to "male" and at the same time narrowed down the area.
  In addition, advertising delivery result, we notice that the click rate of 30 to 50 years old is high.
  We strengthened the bid price of the 30-50 year old segment, which would be more interesting, and focused on it.

  I was particular about the advertising text. Set the phone number option to display the phone number in the ad text.
  We aimed to acquire search users who "want to stay now".

  Repeated steady PDCA, continued to improve the results, and succeeded in expanding awareness of the target target group.
  We have achieved a return on investment (ROI) of over 250% by responding to user needs in detail.

  From such an example, Mr. Adachi said, "Promotional advertising can improve the effect depending on the operation. One option is to operate it on a daily basis, but it is also recommended to leave it to an agency that is an operation professional with excellent Actual I want to do it, "and closed the first half of the seminar.

Case 1: Hina Doll Shop"How to Pick Up on a Wide Range of User Needs"While the festival doll market itself is shrinking due to the declining birth rate, the limits of sales at physical stores in regional cities alone have become apparent.
In order to overcome this, we opened our own online shopping site.
However, the number of accesses per day is only a few. It continued to not appear at the top of the search results.
In a situation where we were struggling to attract customers online, we learned about sponsored search from a site production company (agency) and decided to introduce it.

セミナー後半は弊社コンサルタントの佐久間仁志が登壇。
広告などのWEBプロモーションを始める前の「考え方」について述べた。

For example, even if you attract customers with advertisements, you cannot correctly grasp the results of measures such as advertisements unless you have decided in advance what was good or bad.

Therefore, Sakuma says, "First of all, it is important to decide the goal and the KPI to achieve it."

KPI is a key performance indicator and is the point at which the goal is raised.
In the example of KPI in EC, if the target is sales, the customer unit price x number of purchases = sales, and the KPI here is "customer unit price" and "number of purchases".

So how should KPIs be decided?
In the advertising report provided by so-called advertising agencies, the numerical value of the "customer attracting side" from the advertisement to the site is visualized, but the numerical value of the "site side" from the arrival at the site to the purchase is , CVR (contract rate) alone, often summarized.

However, in reality, users have left the site for various reasons such as "the target product is not found" and "there are too many form input items", and even if the measures on the "customer attraction side" are repeated, the overall result will be improved. Is often not connected.
Therefore, it is necessary to comprehensively analyze from the inflow channel to the site to the purchase.

Sakuma said, "Advertising optimization is an optimization in a narrow sense. Therefore, using access analysis tools such as Google Analytics, comprehensively Actual of the site and first establish a highly accurate KPI. It's also important capacity

It's a common story to pay attention to details and take only irrelevant measures.
"For the time being" and "anyway" advertisements without KPIs cannot be verified for their effectiveness against measures, so they will not lead to results in the medium to long term.

However, there are exceptions. For newly launched e-commerce sites, Sakuma says, "First, attract customers with advertisements and set high-precision KPIs based on the accumulated data." One is to use advertisements to acquire marketing data to establish KPIs.

Of course, the set KPI may be off. In that case, he says, "Assum a new KPI and repeat the effect verification."
By setting a KPI, you can only judge whether the measures you have implemented are good or bad, so you can set a more effective KPI than before.
And it is important to find new KPIs that contribute to the goal every day in this way.

When setting KPIs, it is important to understand the Actual
Access analysis "Google Analytics" is a typical analysis tool for that purpose.
However, I often hear people say, "I want to get started, but there are too many indicators to get, and I don't know which one to watch the most."
Based on such voices, "EC Growth Report", which we started to provide at the end of last year, is a report service that helps you find KPIs for each EC industry.

The important indicators that can be taken with "Google Analytics" are organized and posted in an easy-to-understand graph.
In addition, the cost-effectiveness of each inflow can be visualized, which is useful for deciding which channel the promotion should be dropped on and what the KPI of the promotion is good.

Sakuma said, "This is a confident report that can be used as a means to consider the KPIs of the site and the policy proposals. I hope you will use it." He reiterated the importance of setting KPIs and concluded the seminar.

YSS, which reflects the needs of users and publishes highly relevant advertisements, and YDN, which can guarantee overwhelming display opportunities, occupy a very important position in web promotion.
With the increasing number of diverse advertising methods these days, there is no doubt that these are indispensable options in the future.

However, by analyzing the site, it may be that the "inside the site" should be improved or the "customer attracting" channel should be changed rather than the "customer attracting aspect".

そもそも、定義したKPIでその広告を出す必要があるのか、という点は広告を出す前に一度考えてみるべきだ。

Company R
“I learned that it is important to design in combination with others, rather than aiming for direct response with native ads alone.”

Company J
"The examples and usage of BLADE PR were very helpful!"

Company N
"I asked GMO-PG for social, but I would like to talk about native ads and other measures!"

We would like to thank all the companies who participated in the event. We will continue to hold seminars that can provide useful digital marketing information for your business.

ネイティブアド、その他広告、弊社集客支援サービスへのお問い合わせ・ご相談は下記まで。