Are you struggling to achieve a high Google Ads click-through rate (CTR) in Japan like you did in other territories? This is actually more common than you think. Many global campaigns that perform well elsewhere tend to underperform here.
In This Article
You may experience this issue and assume your product isn’t resonating with your Japanese audience the way you had hoped. Oftentimes, the product isn’t the issue. It very well could be how you are localizing and presenting your brand message.
In today’s article, we’ll offer a practical guide for overseas brands to improve their Google Ads CTR in Japan with tips for localization and communication styles that resonate with Japanese audiences.
Keyword Strategy: The Element You May Be Overlooking
What many Western entrants don’t realize is the way Japanese consumers formulate their search queries differs greatly from what we normally see.
In the US, for example, users don’t search in complete sentences. Most queries stick to main keywords, typically maxing out at 4-5 words. In Japan, however, search queries are longer and more descriptive. Furthermore, they use a mixture of hiragana, kanji and foreign loan words in katakana.
Understanding this, it’s imperative to do your due diligence with keyword research to make sure you’re matching how audiences are searching. Proper research and strategy opens a clear path to better CTR. Employ tools like Google Keyword Planner set to Japan, or a local alternative such as keywordmap.jp
Quick Note: When building your keyword list, use broad match modifiers cautiously. Since the Japanese language doesn’t contain spaces in between words, Google’s matching behavior can produce irrelevant matches more often that English searches.
Changing Your Google Ad Copy Mindset for Japan
The way Eastern and Western brands approach advertising can sometimes be polar opposites. For Japan specifically, audiences are accustomed to more subtle, warm-hearted messaging.
This is in stark contrast to the headlines you typically see from foreign brands that often feel abrupt or even cold in Japanese. As we’ve stated time and again, the value of omotenashi, or thoughtful hospitality, is an indelible aspect of Japanese culture.
Simple Tweaks to Make Your Ad Copy More Japanese-Friendly
Sometimes, your headlines don’t need a major overhaul, and a simple shift in tone is all you need. Here are some quick tips.
- Natural phrasing over literal translation – We’re all familiar with the “Buy Now” CTA which would translate roughly to “今すぐ購入,” This can actually be off-putting for Japanese audiences. Instead, opt for a softer phrasing like “今すぐ購入できます,” which is basically “Available Now,” or “You can purchase now.”
- Use trust and transparency signals – While it helps to incorporate softer tones, make sure to keep your confidence intact so that users are more apt to click. Phrases like “reliable quality” (“安心の品質”) instill trust in potential customers.
- Identify Yourself – Clearly identify your brand in the headline or description of your ads. For brands that are lesser known in Japan, it may not hurt to do both. Showing a name that Japanese audiences can easily investigate to learn more can increase your credibility and ad clicks.
Localizing your ad copy should read like it was written with Japanese as your original audience, not carried over from somewhere else. Small as they seem, these changes can inspire a significant shift in click behavior.
Don’t Measure Against Other Regions
When measuring the success of your optimizations, be sure to utilize local data interpretation only. Since the trust threshold in Japan has a higher degree of difficulty, even a high CTR can look low by Western standards.
So, how do you know you’re getting the best possible CTR? We recommend running A/B tests with contrasting variables such as tone, keyword types, ad extensions, etc. Evaluate the results in context with Japanese industry benchmarks.
Find a Native Partner with Google Ads Japan Expertise to Optimize CTR
When reaching out to Japanese consumers, you don’t have to be as flashy or sales-y as you may need to be in your home region. You only need to be precise on your brand identity with a little cultural empathy.
To properly formulate and analyzing the success of your Google Ads CTR optimization efforts, it really helps to have a native-speaking agency who can validate your initiatives.
That’s where ICJ comes in. Our multilingual Japanese staff knows the ins and outs of Google advertising in Japan. We can guide you on strategy, ad copy and optimization initiatives throughout the course of your marketing campaign.
