JAPANNEXT maintains ROAS above 35 leveraging J-wire’s insights-based segmentation strategy

Goals

JAPANNEXT is a Japanese maker and retailer of high-quality monitors used in gaming, business, and home settings. Known for products that balance technological innovation with fair pricing, the brand has sold on the Amazon store for the past two years. Strong product discoverability and price competitiveness sustained steady sales; however, expanding brand awareness among new audiences remained a key challenge.

To build awareness and grow sales, JAPANNEXT partnered with J-wire in 2023. J-wire is an online marketing agency specializing in advertising strategies across multiple channels, including Amazon and Facebook. Before the partnership, JAPANNEXT managed Sponsored Products, Sponsored Brands, and Sponsored Display campaigns in-house; after teaming up with J-wire, they shifted focus to Sponsored Display with the goal of raising and stabilizing return on ad spend (ROAS).

At the outset of the collaboration, JAPANNEXT set a target ROAS of 20. After exceeding that figure for several consecutive months, they raised the goal to a ROAS of 30.

Approach

J-wire focused on maximizing reach and engagement across a broad audience. They identified all relevant audience segments and set up both Sponsored Display and Sponsored Products for each. By combining the two ad types, they were able to effectively remarket to prospective customers who had arrived at JAPANNEXT’s product detail pages via search.

Each campaign and ad group was designed around product characteristics with a structure that prioritized performance visibility. By optimizing delivery to related items within each ad group, J-wire built a framework for continuously reviewing performance by category. For delivery, they adopted a viewable impressions (vCPM) buying model to extend reach, and they also executed cross-sell and attach strategies to engage audiences already interested in the brand.

J-wire closely monitored ad impressions, maximizing reach by adjusting bids and regularly revisiting budgets for promising creatives. They also audited the images and captions on JAPANNEXT’s Brand Store page and refreshed the creatives to evoke real-world use cases that would resonate with the relevant audience. Drawing on insights from past sales data, they optimized delivery timing, coordinating with JAPANNEXT to concentrate investment on the days and hours when sales typically peak.

“By entrusting J-wire with our ad operations, we were able to run far more granular campaigns. Many of our customers use Amazon Business, so we needed fine-grained controls—such as suppressing delivery on weekends and holidays and strengthening it on weekdays—which had been difficult with standard Amazon Ads settings. J-wire’s hands-on management made this possible and significantly improved campaign performance. Going forward, we believe it’s important to keep optimizing our ad settings to reach customers effectively,” shared Hiraki Kenmochi, Head of Sales & Marketing, JAPANNEXT Co.

Results

Through audience analysis and continuous optimization, JAPANNEXT improved brand awareness and acquired new customers. While keeping the ad budget flat, sales increased and ROAS improved by more than 255%.¹ A campaign strategy that leveraged both brand keywords and brand-plus-related keywords maximized reach and engagement with core customer segments. ROAS has also stayed at 35 or higher for eight consecutive months.² These results underscore that an insights-driven approach and more relevant audience definitions are key to maximizing advertising performance.

Sources

^1-2J-wire, Japan, 2024.