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Deskin aimed to scale software downloads in the Japanese market by launching a structured SEM performance campaign across Google and Yahoo Japan. The campaign was designed to strengthen both branded and non-branded demand while efficiently capturing high-intent users searching for productivity and file transfer solutions. To ensure balanced coverage and performance optimization, a consistent framework was implemented across both platforms, consisting of Brand, Generic, and Competitor campaigns. This approach was intended to maximize conversion opportunities, improve cost efficiency, and establish a scalable acquisition structure for sustained growth in Japan.
The campaign significantly outperformed expectations, achieving 1.93x of the conversion target while maintaining a 9% lower CPA than planned and fully utilizing the allocated budget. Google Performance Max emerged as the primary growth driver, contributing 56% of total conversions, while Yahoo Japan Display supported efficient upper-funnel reach with optimized CPC and CPM performance.
Following campaign restructuring, the Yahoo Japan SEM Generic campaigns showed notable performance improvement, particularly for high-intent queries related to smartphone-to-PC integration and file transfer functionality, indicating stronger product-market alignment and user engagement. Overall, the campaign successfully accelerated conversion growth while validating a scalable SEM structure for continued expansion in Japan.
