CPP Scheduling: Get Apple Ads campaigns ready for game day

2026 is shaping up to be a milestone year for sports. The Winter Olympics just started, the World Cup is coming, and for sports betting apps, these moments represent massive opportunities for growth.

Apple Ads lets sports books reach high-intent users when demand is highest. The challenge is showing the right creatives at the right moment – especially for events happening outside working hours and across time zones.

Now in AppTweak, CPP Scheduling allows sports betting apps to scale more efficiently by automating when custom product pages (ad variants) turn on and off in Apple Ads campaigns.

Key takeaways

Why CPP Scheduling matters for time-sensitive campaigns

Custom product pages (CPPs) are essential for Apple Ads performance. When you match the right creative to user intent – like showing a Patriots vs. Seahawks creative to someone searching “Super Bowl” – you can dramatically improve conversion rates.

But event-driven campaigns often require manual intervention. You’d either:

• Duplicate ad groups to run CPPs at different times
• Set reminders to manually switch CPPs on and off
• Miss the timing window entirely

Poor timing means wasted spend. You end up paying for traffic that doesn’t convert, because your creative no longer matches the moment.

How CPP Scheduling works

Instead of managing multiple ad groups, you can now schedule variants within a single ad group in AppTweak:

• Before: Create Ad Group 1 with CPP 1, duplicate to Ad Group 2 with CPP 2, manually activate/deactivate each.
• Now: Run Ad Group 1 with CPP 1, schedule CPP 2 in the same ad group to automatically activate/deactivate for the event window.

Let’s say you’re running campaigns targeting “NFL” (currently 62 search popularity in the US). Your default CPP focuses on general NFL betting, but for Super Bowl weekend, you want a Patriots vs. Seahawks-specific page.

Learn how sports betting apps maximize App Store visibility during major events

With CPP Scheduling, you can set your Super Bowl variant to go live Friday evening and revert to your original ad Monday morning, all without giving up your weekend.

Getting maximum impact: Your pre-scheduling checklist

CPP Scheduling won’t save poorly structured campaigns. Before you schedule CPPs, ensure these Apple Ads fundamentals are in place:

1. Connect your MMP to AppTweak

Without post-install data, you end up optimizing blind. Connecting your MMP to AppTweak provides visibility into post-install metrics, such as first-time deposits, from your campaigns. This data is essential for understanding which keywords and campaigns actually drive business value.

2. Clean up campaign structure

Mixing different keyword types in the same campaign makes it hard to scale effectively. Separate brand, competitor, and category keywords into distinct campaigns, and then:

• Set appropriate bids for each keyword type
• Monitor competitor keywords to identify high-intent search terms you’re missing
• Track impression share (SOV) trends over time

Discover best practices to structure your Apple Ads campaigns

3. Expand your keyword coverage

Most sports betting apps are competing for the same obvious terms. In Apple Ads, you get the most bang for your buck if you look beyond them. Use AppTweak’s keyword discovery tools to find keywords around:

• Specific events (World Cup, Grand National, etc.)
• Semantically related keywords in the “sports betting” subcategory
• Terms competitors are getting organic installs from

You can also use AppTweak’s Exact Discovery Experiments for a controlled keyword discovery process, powered by Atlas AI.

4. Research creatives that work

Before building and scheduling CPPs, understand what’s already working in your market. See which custom pages competitors are running (and the Apple Ads keywords they target) with CPP Explorer.

5. Implement smart automation rules

Once you have the right structure and keywords, automation rules keep campaigns optimized without constant monitoring. Set bid rules that automatically respond to performance:

• Increase bids when you exceed KPI targets (e.g., first-time deposits) on key terms
• Protect visibility by raising bids if impression share drops on top performers
• Enable Smart Bidding for a hands-off way to optimize toward cost-per-install targets

Read the complete guide to automation for Apple Ads

How sports betting apps grow with AppTweak

Capitalize on ASO-Apple Ads synergies

You’ll get the best impact if your ASO and Apple Ads strategies reinforce the same goals. When you drive a lot of paid traffic to a keyword, and the traffic converts well, you signal relevance to the App Store algorithm. The burst in downloads and improved conversion rates can improve your organic ranking for that term. At the same time, a well-optimized product page makes your paid campaigns more efficient, helping you get more installs from the same budget. The two channels amplify each other significantly. Run them in isolation and you risk leaving money on the table.

Learn more about the ASO and Apple Ads growth loop

Build targeted campaigns for seasonal events

Major sporting events create massive spikes in search volume and user intent. Use AppTweak to:

• Create effective CPPs for specific matches, teams, or tournaments
• Schedule variants around high-traffic event windows
• Set up brand protection campaigns to defend against competitor targeting

Measure what matters

Sports books use AppTweak to build custom dashboards tracking Apple Ads, ASO, and MMP performance in one place. You can share live links with stakeholders so everyone stays aligned on campaign impact.

Benchmark against competitors

Market Intelligence lets you compare your download and revenue performance against competitors after peak periods. You can identify who won market share, spot new entrants climbing the ranks, and adjust your strategy accordingly.

Leverage reviews and ratings

Brand trust drives conversions in sports betting. With AppTweak’s review analysis tools, you can identify the specific issues impacting your ratings and prioritize fixes that keep your rating competitive.

Get started with CPP Scheduling

CPP Scheduling is now available in AppTweak. To configure ad variants:

1. Navigate to an existing ad group
2. Go to Ad Variants
3. Select the variant you want to schedule and set your activation window

You can also configure variants when creating new campaigns or ad groups.

2026’s sports calendar creates huge opportunities for sports betting apps. CPP Scheduling takes the manual work out of optimized, time-sensitive Apple Ads campaigns.

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