For Apple Search Ads (ASA) specialists, understanding the features and functionality of Custom Product Pages (CPP) introduced in Apple ios15 is crucial.
Custom Product Pages are a valuable tool in the App Store that allows you to personalize your app preview videos, screenshots, and promotional text based on segmented audiences.
With CPP, you can create up to 35 custom product pages for every app published on the App Store. Each page can have unique creatives tailored to your target market.
By directing specific audiences to different custom product pages using their own Apple App Store URL, you can deliver customized messaging and creatives based on your campaign-driven or traffic sources such as influencer campaigns and website traffic.
CPP allows you to customize screenshots, promotional text, and app previews for each localized page. This ensures users see the most relevant and personalized content when they land on your Custom Product Page.
Once you've created a CPP, you'll receive a unique URL that you can use to direct traffic to your landing page. This can be utilized for cross-promotion, mobile website traffic, paid UA ads, and email marketing.
Custom Product Pages are supported by ad networks through Store-kit rendered ads. This allows you to use CPPs in every ad network, providing a seamless user experience.
You can use Custom Product Pages in Apple Search Ads to create tailored ad variants for specific keyword groupings. This allows you to display the most relevant messaging and creatives for different audiences.
The performance of Custom Product Pages can be measured through new data in App Store Connect. This includes insights on product page views, downloads, retention, and average proceedings per paying user.
Custom Product Pages have a significant impact on App Store Optimization (ASO) and User Acquisition (UA).
The ability to create personalized App Store product pages allows you to tailor messaging for specific audiences. By matching the messaging on custom store pages to the ad creatives in your campaigns, you can deliver a consistent message and improve conversion rates.
Custom Product Pages also enable targeted messaging for mobile website traffic, influencer campaigns, cross-promotion, and more. By displaying the appropriate messaging to users from different channels, demographics, and interests, you can significantly impact install conversion rates.
With the introduction of Custom Product Pages in iOS 15, ASO teams now have the ability to customize product pages for up to 35 audiences. This allows for testing different messages for organic traffic and optimizing the product page for better conversion rates.
Utilizing these features can lead to faster growth rates and improved conversion rates. By developing the appropriate messaging for organic visitors and different paid UA segments, you can convert a substantial portion of both organic and paid traffic.
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