You have to remember that broad support for Japanese characters in URLs are a fairly recent, and haven't really caught on.
So advertisers want people to type something in their native script in order to get to the product website. So while an English advertisement campaign might tell people to go directly to johnnysmattresses.com, a Japanese campaign couldn't do this, and instead ask people to search for ジョニーの布団.
So advertisers want people to type something in their native script in order to get to the product website. So while an English advertisement campaign might tell people to go directly to johnnysmattresses.com, a Japanese campaign couldn't do this, and instead ask people to search for ジョニーの布団.