How Mobile Games Use Custom Product Pages (CPPs)

Mobile gaming is a tough market. Developers are always looking for ways to shine and draw in users. One effective strategy that has emerged in recent years is the use of custom product pages (CPPs) in the App Store. These pages allow games to highlight their features, engage users, and boost downloads.

In this blog, we will deep dive into how mobile games can utilize CPPs for Apple Search Ads (ASA), with inspiring examples for your own marketing strategy.

Understanding CPPs

Custom product pages allow app developers to create personalized storefronts within the App Store. Traditional app listings show the same content to all users. However, CPPs let developers create unique app store pages for specific user segments, including personalized icons, screenshots, and descriptions to resonate with targeted audiences.

• With CPPs,  you can create additional versions of your App Store product page, accessible via a unique URL.

• CPPs may not show in organic App Store searches, but can appear in curated selections on the Today, Games, and Apps tabs.

Discover more about custom product pages and their impact on ASO

How often do mobile games implement CPPs?

AppTweak uncovered trends to analyze the usage of custom product pages by apps and games.

Upon analyzing games on the App Store, we saw that an impressive 40% of the top 50 games have incorporated CPPs into their ASA campaigns.

Digging deeper, we find that certain game categories are leading the charge in this trend. The Casino category stands out, with an average of 8.6 CPPs per app. This is followed closely by Card and Trivia categories, with averages of 7.4 and 5.5 CPPs respectively.

CPPs are commonly used to target generic keywords

Interestingly, CPPs aren’t often used for brand defense, since users searching a specific brand are likely to engage with its offerings. These users are already familiar with the brand, reducing the necessity for a customized page to entice them.

CPPs are used more for targeting generic keywords due to the broad nature of such keywords. These generic keywords cater to a wider audience, many of whom might not possess prior knowledge or affinity for the brand. So, a well-crafted CPP not only attracts these users but also provides them with a tailored experience that has the potential to convert users into customers.

Impact of CPPs in Apple Search Ads

We did further research to understand the impact of CPPs on the conversion rate of ads:

• Increase in tap-through rate: The TTR experienced an absolute growth of 1.6%. This indicates that more users are interacting with the ads, suggesting a heightened interest in the content presented.
• Conversion rate (CVR) boost: There’s a significant uplift in the CVR by 16%. This implies that a greater proportion of users who tapped on the ads ended up installing the game.
• Impression-to-install (ITI) surge: The ITI saw an absolute increase of 2%. This shows that more users are proceeding to install the mobile game after seeing the custom ad.

Analyze competitors’ CPPs to gain valuable insights with AppTweak’s CPP Explorer

How do mobile games leverage CPPs for Apple Search Ads?

Custom product pages allow game developers to tailor their app store listings for highlighting different aspects of their games that may appeal to different segments of their target audience.

By strategically leveraging CPPs in Apple Search Ads, game developers can precisely direct traffic from ad groups to tailored pages with creatives designed for specific keywords, audiences, and user intent. This approach leads to higher conversion rates, starting from the tap-through-rate. ASA ads display more relevant creatives and messaging aligned with users’ specific searches through CPPs that are more aligned with what users are specifically searching for, instead of the default product page.

Let’s explore some key use cases for CPPs in Apple Search Ads for mobile games, and how they contribute to enhancing engagement, improving conversion rates, and boosting ROI.

1. Use CPPs to show unique gameplay elements

Cards, Universe & Everything uses custom product pages to target Collectible Card Game (CCG) enthusiasts. They highlight unique gameplay elements through clear screenshots that demonstrate the gameplay, concise call-to-actions, and a basic overview, all designed to engage a broad audience.

It is interesting to note that the game’s CPPs strategically target high-intent CCG- related keywords such as “card collecting games,” “deck builder,” and “collectible card.” By incorporating these keywords into the CPPs, potential players gain a deeper understanding of the unique gameplay features. Additionally, these pages are enriched with detailed card art images and extended screenshot copy, providing users with additional context and information to make the game more appealing.

2. Leverage CPPs to maximize brand appeal

Animation Throwdown, a popular game, showcases an array of characters and intellectual properties (IPs) on their main product page to appeal to a diverse group of users.

But when it comes to fans of specific brands such as Family Guy, they switch tactics. They create a dedicated custom product page filled with familiar “Family Guy” elements – artwork, gameplay scenes, in-game card art, while also targeting brand-specific keywords. This approach effectively leverages recognizable features from “Family Guy”, which serves to attract fans to the page. Further, the customized gaming experience, designed to mirror the brand’s unique aspects, keeps users engaged.

Therefore, the use of CPPs in this scenario not only enhances user engagement but also capitalizes on the strength of a well-established brand to attract potential players.

3. Utilize CPPs to target genre-specific audiences

RAID: Shadow Legends has strategically utilized custom product pages to target RPG (role-playing game) enthusiasts. The default product page caters to a broad audience by highlighting key gameplay features and unique selling points, such as immersive 3D graphics, champion collection, and PVP battles.

In contrast, the RPG CPP is meticulously designed to engage fans of role-playing games. This page emphasizes crucial elements of RPG gameplay, including character leveling and challenging boss fights. By incorporating the screenshot copy “Dark Fantasy RPG,” it aligns seamlessly with the targeted keywords.

Moreover, the accompanying screenshot images not only echo these RPG gameplay features but also provide an accurate representation of the game’s UI. This focused approach not only enhances user engagement but also appeals to potential players with a specific preference for the RPG genre, increasing the overall appeal of the game.

4. Employ CPPs to target keywords strategically

Let’s consider the example of Empires & Puzzles. The game developers strategically utilize multiple CPPs to effectively target a wide range of both branded and generic keywords. The default product page provides a comprehensive overview of the game’s key features, including match-3 puzzle gameplay, castle building, character collection, and Player versus Player (PvP) battles.

Simultaneously, they employ a specialized CPP that focuses on keywords related to “hero” and “legend,” such as “hero legend,” “raid shadow legends,” and “marvel hero.” The first screenshot of this CPP features a compelling call-to-action “Assemble Legendary Heroes.” The CTA aligns with the targeted keywords while showcasing captivating artwork of popular characters.

They have designed another CPP to target keywords related to “rpg” and competitors, such as “best rpg,” “rise of the kingdom,” “raid rpg,” and “rpg game.” Instead of emphasizing the core match-3 gameplay, this CPP highlights traditional RPG elements, including character upgrades, boss battles, and strategic decision-making. This approach optimizes the game’s visibility for users with different preferences, ultimately maximizing its potential user base.

5. Target competitor brand terms with CPPs

Rise of Kingdoms provides a compelling example of leveraging custom product pages to effectively target competitor brand terms and its own brand terms. The default product page of the game features general images with generic CTAs, outlining core gameplay features such as “Rise to Greatness,” “Rule the Land,” and “Create Your Own Civilization.”

To address competitive keyword targeting, they created a separate CPP to incorporate longer CTAs like “Form a Coalition,” “Brave the Fog and Discover a New World,” and “Real-Time Combat. 100+ Player PvP,” with detailed information. The gameplay images featured in this CPP focus on the UI during action-packed moments, providing a more immersive understanding of the game’s offerings.

On the other hand, the CPP dedicated to their own brand terms aims to highlight popular characters and new updates, reinforcing brand recognition. The screenshots on this page are designed with a more stylized approach, emphasizing the game’s unique branding. Each screenshot features two popular characters and includes captivating copy such as “Combat Updated,” introducing a touch of novelty and keeping fans engaged with the latest updates.

Read more on how custom product pages can help you improve your app’s engagement, conversion rates, and ROI

Conclusion

The strategic use of custom product pages by mobile games is crucial for capturing user interest and driving downloads. Whether showcasing unique gameplay features, appealing to brand loyalists, or adapting to genre preferences, mobile games leverage CPPs to deliver impactful and tailored experiences.

The central theme remains clear: using CPPs in Apple Search Ads is a dynamic and powerful way for mobile games to navigate the intensely competitive gaming market. They empower developers to craft unique narratives, enhance visibility, and ultimately drive downloads.

Interested to know more about how CPPs can help boost engagement for your mobile game? Schedule a demo now!

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