【琉球スタイル仲座さんインタビュー】月500万円の売上から失速したその理由とは?~後編~

前編記事、【インタビュー】~前編~起業に失敗して始めたアフィリエイト、PPC広告運用で、1年未満で借金を全額返済では、なぜ起業に失敗したのか、そしてどのようにして広告運用を早々に軌道に乗せ、借金を1年未満で返済できた理由を語ってもらいました。

今回は、借金は返済できたのにもかかわらず、その後アフィリエイト収益が下がり方向転換を余儀なくされた経緯と、PPC広告成功の秘訣について掘り下げています。

株式会社琉球スタイルの仲座彰彦(なかざ・あきひこ)さんのインタビュー、後編です。

 

最高売上高500万円からの失速、そして2度の目の起業を経て株式会社琉球スタイルを設立

―――――――――収益が失速したとは何があったのでしょうか?

だいたいPPC広告を始めてから1年ぐらいで、最高売上が月間500万円に到達しましたが、文字通りこれが「最高」になるとは思っていませんでした。

これ1本でやっていこうと決めて会社も辞めてゆっくりしていたら、どんどん収益が下がっていってしまったのです。

競合も多くなり手強くなってきているにもかかわらず、手を加えておらずのんびりしてしまったのも敗因かと思っています(苦笑)。

 

みるみる落ちてくる収益を目の当たりにして、これではマズイと思い、2度目の起業「琉球スタイルの設立」に踏み切り、収益向上のために舵を切ることにしました。

市場はどんどん変化していって、それまでガラケーが主戦場で稼いでいたのが、ここへ来てスマホへのシフトが始まってきた時代でもあったので、早急にASPと直接会って詳しい話を聞いたり、レスポンシブ対応(※PC・スマートフォン・タブレットなど、アクセスした端末によって自動的にレイアウトを調整するというもの)を行いました。

しかし、レスポンシブに早く対応が出来たから全て良しというわけでもなく、ガラケーとスマホでは使うユーザー属性があまりに違いすぎて、かなりの苦戦を強いられてしまいました。

 

これまでガラケーを使うユーザーの主な使用用途は、docomoやauの検索窓から本当に知りたい情報を探すための検索だったので、動向も比較的シンプルで分かりやすいものでした。

しかし、スマホはそうはいかない。ガラケーよりスマホで出来ることの方が圧倒的に多く、気軽に気になったことを検索することが増えました。

それにより、広告も圧倒的に無駄クリックが増えて成果に全く見合わない出費が重なり、そこからまた方向転換を余儀なくされた形でしたね。

 

成功するためのPPC広告のキーワードの考え方や運用のスタンスとは?

――――――――――――そこからどのように立て直したのか、広告運用のスタンスやアドバイスを教えてください。

私がまずやったのは、配信先を精査したり、とにかく広告配信における設定を出来るだけ細かく見直したりすることでした。

キーワードに関しても、自分は元々オフラインの営業畑で戦ってきた身なので、個々のユーザーの目的を考えてキーワードをひねり出しています。

 

例えば、引っ越しする人を狙いたい時は、「引っ越し 単身」ではなく、「子供 転校」などです。

転校を考えている人は、ほぼ引っ越しをする人とみなしても不思議ではないわけです。

大きな市場の中で細かいニーズを掘り下げていけば、広告費も安く済みます。

 

売上に対して投下する広告費の割合に関しては、今も昔も大体1/3~半分くらいは当てています。

ここで、考え方としては「広告の出費だけをして成果に結びつかなかったもの」と、「まだ赤字ではあるものの成果に結びついたもの」、そして「成果も利益も出ているもの」と分けて考えることです。

3つ目に関しては良しとして、出費だけで成果に結びつかなかったものは早々に打ち切るべきですし、現時点で赤字ではあるものの成果に結びつく兆候があれば、利益になるようにブラッシュアップをして試す価値があります。

全く当たらないものよりは少しでも当たったものを「成功」と考えて、どうやったらもっと広告費を下げて成果に結び付けられるかの深掘りをしていく、ということです。

 

よく、ただ広告を回すだけで成果も得られないままお金だけが捌けていく人がいますが、そのままだと何も学びがないし、それはただの失敗です。

私は「失敗は成功の元」よりも、最近どこかで耳にした「成功は成功の元」のスタンスで行くほうが近道だと思っています。

 

ユーザーを無視したものは、どんなビジネスでも成果を出しづらく、成功も難しいものになると思います。

 

 

ビジネスパートナーやASPの選び方のコツ

―――――――――――ビジネスパートナーやASPの選定といったあたりでも、良い見抜き方というものがあれば、是非アドバイスをお願いします。

ASPに関しては、個人的には以下の点はよく見たほうがいいと思っています。

 

  • 総合窓口だけではなく、問い合わせ窓口が明確であること
  • 情報を他に漏らす担当者ではないということ
  • あまりにも広告主目線ではないかどうか

 

1に関しては、総合窓口しかないところの全てが悪いという意味ではなくて、個別にしっかり質問に答えてくれる・対応してくれる、もしくはちゃんと担当者を付けてくれるかを見たほうがいいということです。

質問したのに返ってこないところとかもありますが、そういうところは論外です。

理想は、チャットなどで、パッと個別の質問や相談が出来るところですね。

2は、他のアフィリエイターさんの情報をあまりにも開示してくるASPは、せっかく自分でコツコツ頑張って実績を溜めてきた情報も、他人に漏らしている可能性があります。

大事なノウハウが漏れていると同じことなので、こちらも注意です。

3は、アフィリエイターを守ってくれない、協力的ではないASPはこちらとしても、成果を出しづらいですね。

広告主の制限に縛られすぎて、ユーザー目線に立てなくなっても本末転倒です。

 

ビジネスパートナーの話でいうと・・・

私は裏表のない人というのを大切にしています

ビジネスだけではなく、友だちとしても付き合っていける人ですかね。

今のメンバーは人の紹介だったり、自分の主催している塾から良い人に声をかけたりして集まってくれた人たちです。

やっぱり、お互いが幸せで楽しく働いていける環境であり関係が1番大事ですね

 

―――――――――――本日は、前編・後編に渡り、様々なお話やアドバイスをいただきまして、誠にありがとうございました!

 

 

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