As Crystal explains, the real game-changer with Microsoft’s launch in Japan was the ability to target local audiences with Japanese keywords rather than relying on English ones. “We’d had English keyword campaigns running for a long time—but they don’t deliver volume,” she says. “The real difference came when we imported Japanese keywords. Those are now driving more than 95% of our clicks. We’ve been able to set our bidding to target ROAS and let it do its best work.”
More clicks at a lower cost per click (CPC) delivered exactly what Crystal was looking for. Then, when she analyzed her search query reports (SQRs), she found evidence of even greater value. “I could see that the Japanese keyword targeting on Microsoft Advertising was much more relevant,” she says. “The keywords are being triggered by the right queries—and that makes me feel even better about the results.”
Crystal is already using image extensions to showcase the images that Shutterstock has to offer in search results. She now plans to build on this by leveraging more of Microsoft Advertising's capabilities in Japan. "As a global creative platform for transformative brands and media companies, Shutterstock offers a comprehensive collection of high-quality licensed photographs, vectors, illustrations, 3D models, videos, music and a variety of creative tools and services. After the performance and efficiency we're seeing, the next step is to try importing campaigns for other business units."
That performance confirms to Crystal the value of looking over the horizon for the next opportunity. My target is impact, and as long as I have the opportunity to drive conversions and customers, I will go for it,” she says.
"We're seeing conversions that we may not have had if Microsoft hadn't expanded into Japan, which underscores the size of the opportunities that are out there and why it mattes to pursue them."