In this video, I want to show you how the way you write your keywords – obviously in Japanese, impact your results with sponsored products.
Dog Nail Clippers Case Study
So I tested a product on Amazon Japan, dog nail clippers. The reason why I did this was because it was a very popular product on amazon.com. And at the time, I did think that the scissor – the nail clippers would be too big for the Japanese market, ’cause they do like smaller products. And you can see I chose the colour pink.
So we can look at our results, and we can see we did get a better result with the smaller clippers. And they did sell out more quickly than the big nail clippers. In the end, I abandoned the product, because Japanese like a different style of dog nail clipper, called the guillotine style.
Kanji, Katakana and Hiragana Impact ACoS
Anyway – the point of this video, is to show you how – the way in which you write your keywords, can impact the result you get in terms of advertising, cost of sales. So you can see, it was a pretty successful campaign. And I was testing words just like “dog.” So this is – grab this, and we go to Google Translate. Just put that in. You can see it means, “dog.” So I was testing, “dog.” This means “for dog.” Yeah, “for dogs.” And all broad match. And at the time, I didn’t have a phrase or exact match. So you can see really good results.
So what I want to show you is – here we have inu-yo tsume-kiri. Which basically will translate to “nail clippers for dogs,” okay? And then we have that in Kanji. So all of this is in – basically Kanji, except the last character here is part of the Hiragana syllabary – or what people call the Hiragana alphabet. Now here you have inu-yo, so “for dogs.” And then you have the rest of it written in Hiragana. So it’s exactly the same word as – pronounced exactly the same way as this one. It’s just written slightly differently. So if we can look at that, we get the same result.
But what’s interesting is, you can see here – we had a 7.6 – advertising, cost of sales. And here we had a 4.8. Then, if we have a look at this again, we have the word petto, which is written in Katakana, and then tsume-kiri – again we’ve – sort of the Kanji version. And then we have it again here, petto tsume-kiri in Hiragana. And you can see here, the advertising was not so good. So the advertising, cost of sales was 37%. So a lot higher. So we spent about – just under $5:00, 497 yen. Looks like we only sold 1 unit for about $13. But here we spent about $2.70, and we sold over $100 worth of the product.
So it’s interesting how – if we write part of the word in Hiragana, we’re getting this result. So the point I’m making is – the way in which you write the Japanese word – whether it’s a combination of Kanji and Hiragana, or just Kanji. Or if it’s – part of the word is in Katakana. Because it’s a foreign word, a lone word – such as “pet.” And whether that’s written Hiragana or in Kanji – it can have an influence on the result you’re going to get. And so, if I was still running this campaign – logically, it would be sensible to pause this keyword.
Where Automatic Sponsored Product Campaigns Fall Short on Amazon Japan
Now I might let it run. But if I was spending a lot of money – and I had this type of advertising, cost of sales percentage – I would pause it. So this is why I don’t set up automatic targeting campaigns. Because I probably really can’t fit all these different variations of the one word in one listing. So I might be using 3 different keywords. So I can’t really write those 3 keywords in 2 different styles. ‘Cause then I’d have 6 keywords, essentially. Essentially 3, but 6 – 2 versions of each keywords, and it wouldn’t make sense.
So you need to understand that Japanese is very different from English, and people write the same word differently. They might use only Kanji, they might use Kanji and Hiragana. In some cases, they might just write Hiragana.
So I hope that’s given you some insight into keywords. And if you have any questions, please let me know.