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/ Paid Media

Paid search, also known as search engine marketing (SEM) or pay-per-click (PPC) advertising, is a digital advertising model in which advertisers bid on specific keywords or phrases that are relevant to their target audience. When a user searches for those keywords on a search engine, such as Google or Bing, the ad appears at the top or bottom of the search engine results page (SERP).

In Japan, paid search is a popular digital marketing strategy, with companies using platforms such as Google Ads and Yahoo! Japan Ads to reach their target audience. Similar to other countries, advertisers in Japan bid on specific keywords, and the ad placement on the SERP depends on the maximum bid amount and relevance to the search query.

One unique aspect of paid search in Japan is the importance of using the correct keywords and ad copy to convey the intended message to the Japanese audience. This requires an understanding of the Japanese language and cultural nuances, which can be challenging for non-native speakers. Additionally, Japanese consumers tend to be more cautious when clicking on ads, so it is important to create compelling ad copy and landing pages to increase the chances of conversion.

Paid search is a way to drive targeted traffic to a website quickly, and it can be highly effective for businesses looking to increase brand awareness, generate leads, and drive sales in Japan. However, it requires a strategic approach and an understanding of the local market to be successful.



Google is the most popular search engine in Japan, with over 90% of the market share. As a result, Google Ads is a popular platform for businesses looking to advertise online in Japan.

Similar to other countries, advertisers in Japan can create text, display, and video ads on Google Ads. They can also target specific keywords and locations, as well as set a budget and bid for ad placement.

One unique aspect of Google Ads in Japan is the use of furigana, a phonetic reading aid for kanji characters. This is especially important for businesses targeting Japanese consumers who may not be familiar with certain kanji characters. Advertisers can add furigana to their ads to make them more accessible to a wider audience.

In addition to Google Ads, Google Shopping is also available in Japan. This platform allows businesses to list their products on Google, making it easier for consumers to find and purchase them.

Overall, Google Ads is a powerful tool for businesses looking to reach Japanese consumers online. With the help of a digital marketing agency familiar with the Japanese market, businesses can create effective Google Ads campaigns and maximize their return on investment.

Let our experts guide you through and bring your business to the next level.


Google Ads – Account Overview Dashboard



Yahoo! Japan is a popular online portal and search engine in Japan, serving as one of the leading internet companies in the country. It offers a wide range of services, including web search, news, e-commerce, online auctions, email, and more.
Yahoo! Japan has a large user base and is a popular destination for Japanese internet users.

Yahoo! Japan Ads is the advertising platform of Yahoo! Japan, providing businesses with opportunities to promote their products and services on the Yahoo! Japan network. It offers various ad formats, including search ads and display ads allowing businesses to reach their target audience through different channels.


Yahoo Ads – Account Overview Dashboard


  • Yahoo! Sponsored Ads (Search Ads)

Yahoo! Sponsored Ads are displayed as text ads on the search results pages of Yahoo! Japan, which is one of the most popular search engines in Japan. Ads are triggered by relevant keywords and appear at the top or bottom of the search results page, labeled as sponsored ads.
Advertisers can leverage Yahoo! Sponsored Ads to increase brand awareness, drive website traffic, generate leads, and achieve their overall marketing objectives in Japan.

  • Yahoo! Display Ads

It allows advertisers to create and display image-based ads on the Yahoo! Japan Display Network, which includes a wide range of websites, apps, and other digital properties.
Yahoo! Display Ads in Japan can be a powerful tool for businesses looking to create visually appealing ads, reach a wide audience of users, and drive brand awareness through display advertising.