Introduction
Want to maximize your app’s visibility and conversions on the App Store? Apple’s Custom Product Pages (CPPs) allow advertisers to create tailored experiences for different audience segments, boosting engagement and return on ad spend (ROAS). Since January 2022, many advertisers have leveraged CPPs to improve conversion rates, especially in Apple’s Today tab and Search Results ad placements.
To help you make the most of CPPs, FoxData has compiled this comprehensive step-by-step guide.
1. Understanding Custom Product Pages (CPPs)
What is Custom Product Page?
A Custom Product Page (CPP) is an additional version of your app’s product page on the App Store, available in iOS 15 and later. Advertisers can use CPPs to highlight specific app features, promotions, or seasonal content through customized screenshots, app previews, and promotional text. These pages are created and managed in App Store Connect without requiring a new app version submission.
Key Uses of CPPs
CPPs can be used in several advertising placements, including:
- Apple Ads Today Tab Creatives: Required for Today tab ads.
- Apple Ads Search Results Creatives: Enables tailored ad variations for different keyword intents.
- Landing Pages for Social Media and External Ads: CPPs can be linked through a unique URL, allowing advertisers to drive traffic from external sources directly to customized app pages. For example: https://apps.apple.com/us/app/id12345678?ppid=45812c9b-c296-43d3-c6a0-c5a02f74bf6e
2. When and How to Use Custom Product Pages
Custom Product Pages (CPPs) are best used when you want to target specific user segments with tailored messaging. Here’s when and how you should leverage CPPs:
When to Use CPPs:
- For Seasonal Promotions: Highlight time-sensitive offers such as holiday discounts or special events.
- For Feature-Specific Targeting: Emphasize a particular feature to audiences most interested in it.
- For Different Audience Segments: Customize messaging for different demographics or user behaviors.
- For External Marketing Campaigns: Use unique CPPs for specific social media ads, influencer campaigns, or email marketing.
How to Use CPPs Effectively:
- Create Multiple Variations: Test different creatives and messaging for diverse audiences.
- Align with Ad Copy: Ensure the visuals and text in your CPP match the expectations set by your ad.
- Monitor Performance: Track engagement and conversion rates to optimize your strategy.
3. Why Use CPPs for Apple Search Ads?
CPPs enhance Apple Search Ads performance by providing a more relevant user experience. Key benefits include:
- Higher Conversion Rates – Targeted pages better match user intent, driving more installs.
- Improved Ad Relevance – Ensures consistent messaging between ads and landing pages.
- Increased ROAS (Return on Ad Spend) – Optimized targeting reduces wasted ad spend.
- Enhanced A/B Testing – Allows testing of different creatives to determine what resonates best.
- Compliance with Today Tab Ads – Apple mandates CPPs for Today tab ad placements.
4. Benefits of CPPs for App Store Optimization (ASO)
CPPs also offer advantages for ASO:
- Improved Conversion Rates – Tailored pages align with user expectations.
- Better Audience Targeting – Customized pages improve personalization.
- Stronger A/B Testing Capabilities – Experiment with creatives for optimized results.
- Higher Retention Rates – Engaged users are more likely to continue using the app.
- Competitive Edge – Differentiates your app from competitors in search results.
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Step-by-Step Process
- Create a Custom Product Page in App Store Connect
- Navigate to "My Apps" and select your app.
- Go to "Features" → "Custom Product Pages" and create a new page.
- Upload custom screenshots, app previews, and promotional text.
- Submit for review and wait for Apple’s approval.
- Link the Developer Account to Apple Ads
- Ensure the developer account is linked to your Apple Ads account.
- Without linking, CPPs won’t be available for ad variations.
- Use CPPs in Apple Ads Campaigns
- Create a new ad campaign in Apple Ads.
- Choose "Search Results" or "Today Tab" as the ad placement.
- Select the approved CPP for your ad variation.
Best Practices for Creating Effective CPPs
- Define Clear Ad Goals: Determine your objectives before creating CPPs, such as branding, user acquisition, or seasonal promotions.
- Localize Content: Ensure the language and content are appropriate for the target audience.
- Plan for Reviews: Apple reviews all CPPs before they can be used in ads, so submit them well in advance.
- Use High-Quality Creatives: Leverage compelling visuals, bold colors, and clear messaging to capture user attention.
- Optimize Continuously: Test different ad variations to find the best-performing creatives.
6. Specifications and Review Guidelines
Screenshot Requirements
- Search Results Ads:
- Portrait: The first three screenshots are displayed.
- Landscape: The first screenshot is displayed.
- Today Tab Ads:
- Minimum of 4 portrait or 5 landscape screenshots required.
- Screenshots will be shown in a scrolling format.
App Preview Requirements
- Videos must be between 15-30 seconds.
- Up to three app previews can be uploaded per language.
- Videos must accurately reflect the app’s features and functionality.
Review Guidelines
- Apple Ads Approval: All ads using CPPs must go through Apple’s review process.
- Chinese Mainland Compliance: Creatives for China must meet additional regulatory requirements.
- Today Tab Review: Apple has specific criteria for Today tab ads, including device bezel requirements and advertising policies.
- Rejected Ads: If your ad is rejected, check the reason in Apple Ads Manager and make necessary adjustments.
7. Troubleshooting Common Issues
Issue #1: CPP Not Available for Selection in Apple Ads
Checklist:
- Ensure the CPP is approved in App Store Connect.
- Verify that the page was not deleted.
- Check that the page has the required number of assets (4 portrait or 5 landscape screenshots).
- Confirm that the language and region settings match your campaign.
- Review Apple’s ad guidelines to ensure compliance.
Issue #2: Unable to Upload Creatives Directly to Apple Ads
Solution: Apple Ads does not support manual creative uploads. All creatives must be uploaded and approved in App Store Connect before being used in campaigns.
Issue #3: Agency Access to Developer Account
Clarification: Linking a developer account to an Apple Ads agency does not grant access to the developer’s App Store Connect data. The agency can only use the approved CPPs for ads.
Issue #4: Keyword Targeting for New Placements
Note: Today Tab Ads, Product Page Ads, and Search Tab Ads do not use keywords. Keywords are only required for Search Results Ads.
Conclusion
Custom Product Pages (CPPs) are a powerful tool for improving Apple Ads performance and ASO. By following this step-by-step guide, you can create compelling CPPs, optimize ad placements, and maximize conversion rates.
🔍 Find Out More: How to Optimize Your ASA Strategy with "Ad-CPPs"
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