How to Leverage Custom Product Pages for Apple Search Ads
Apple Search Ads can be a powerful tool for promoting your app to a targeted audience of users who are actively searching for apps like yours. However, to truly maximize the potential of your Apple Search Ads campaigns, you need to take advantage of all the features and customization options available to you. One of the most powerful of these options is custom product pages (CPPs). With custom product pages, developers can offer a consistent and seamless experience from start to finish in the user acquisition journey – from Apple Search Ads to the App Store.
In this blog post, we’ll explore key use cases for custom product pages in Apple Search Ads, and how they can help you improve your app’s engagement, conversion rates, and ROI.
Improve keywords performance with CPPs in Apple Search Ads
Custom product pages can be highly beneficial in improving the performance of keywords in Apple Search Ads. With custom product pages, you can create targeted landing pages that are tailored to specific keywords, thus increasing their relevancy and contextualizing the user’s journey.
By providing users with a more relevant and personalized experience, custom product pages can significantly increase the conversion rate of keywords. This results in a reduced cost per install that allows you to bid more aggressively and be more competitive in auctions. Overall, you’ll get more downloads while paying less for each of these downloads.
Learn how ASO can help you further reduce the cost per install of your keywords
Align user intent to a relevant custom product page
When users search for specific keywords related to your app, you can create a custom product page to showcase the specific features or products that are most relevant to their search intent. This personalized user acquisition journey means that they’ll likely find your custom product page more relevant than the default product page, which could lead to higher conversion rates.
For example, if someone searches for “fitness tracker app,” you could create a custom product page that highlights your app’s advanced tracking features and personalized workout plans. By showing store visitors that you have exactly what they’re looking for, you increase your chances to convert them.
Expert TipTo better understand the search intent for a keyword, search for it on the App Store and analyze which apps rank in the top 10.
Target competitor brand terms in Apple Search Ads with CPPs
If you’re competing with other apps in your category, you can use custom product pages to target users who are searching for those apps. Although brand keywords only constitute 24% of all keywords on the App Store, they generate 49% of its traffic – targeting these can give a tremendous boost to your visibility.
However, remember that store visitors who search for a brand term are less likely to change their mind at the last minute so make an extra effort to create a convincing custom product page.
A useful strategy is to pinpoint the shortcomings of the competitor you want to target, for example, by reading their negative reviews on the App Store. Then, display in your custom product page how you solve these shortcomings and offer a better alternative.
Find out how to identify your closest competitors on the App Store using AppTweak
Showcase regional appeal with CPPs in Apple Search Ads
Custom product pages can also be used to showcase the local appeal of your app to users in different regions. For example, if you have a food delivery app that operates in multiple cities, you could create different custom product pages for each city, highlighting the local cuisine and restaurants that are most popular in each area.
By using localized images, copy, and other visuals, you can create a more targeted experience for users in each city/region, and showcase how your app is the best option for them.
Take a look at these practical tips to localize your app or game in international markets
Tailor your message to a specific demographic with CPPs
You can also use custom product pages to target specific demographic groups based on age, gender, interests, or other factors.
For example, if you have a children’s educational app, you could create different custom product pages for different age groups, highlighting the learning materials and activities that are most appropriate for each age range. You would have a custom product page for preschoolers, kindergartners, elementary school students, etc.
Rekindle interest in your former users with CPPs
Finally, custom product pages can be used to target returning users with new and updated features of your app. By directing users to a custom product page that showcases the latest features and improvements, you give extra incentive to users who previously downloaded your app to try it again.
For example, if you have a photo editing app, you could create a custom product page that highlights new filters, editing tools, or social sharing features that have been recently added.
Bonus: Conduct A/B tests with CPPs
While Apple’s native A/B testing tool, product page optimization, has its merits, custom product pages may sometimes prove to be a more reliable way to test your hypotheses about your app page.
By creating two or more custom product pages with different designs or copy, you can determine which version performs better in terms of engagement, conversion rates, and ROI. When conducting A/B tests with custom product pages, it’s important to only change one element at a time. This will help you isolate the effect of each change and make more accurate conclusions.
Custom product pages are a powerful tool to boost the performance of Apple Search Ads campaigns. By creating tailored landing pages that align with user intent, developers can offer a consistent and seamless user acquisition journey.
Through offering users a more relevant and personalized experience, custom product pages can significantly increase the conversion rate of keywords, resulting in reduced cost per install. This allows developers to bid more aggressively and be more competitive in auctions.
Overall, taking advantage of all the features and customization options available in Apple Search Ads, including custom product pages, can help developers maximize the potential of their campaigns and improve their app’s engagement, conversion rates, and ROI.