Unlocking Mobile Growth with Apple Search Ads and Custom Product Pages

Apple Search Ads (ASA) Now Supports Custom Product Pages (CPPs)

Custom Product Pages (CPPs) have gained popularity among ad networks, and now Apple has made its own ad network, Apple Search Ads, compatible with CPPs (ASA). Apple Search Ads documentation has been updated to include support for new "Ad Variations," which act as replacements for Creative Sets.

Implementing CPPs with current Search Ads support is simple. When creating Ad Variations, you can easily select a variant from the list of CPPs you previously submitted. The user experience for each variant will be consistent since the selected CPP corresponds to the creative elements (screenshots and video) in the ad. This means that when users tap on an ad, they will be directed to the matching CPP.

Why is ASA supporting CPP a game changer?

The integration of Custom Product Pages (CPPs) with Apple Search Ads (ASA) brings significant benefits to marketers, making it a game changer. Here's why:

1. Evaluation of Campaign Success: With CPPs, you can evaluate the performance and return on ad spend (ROAS) at the campaign level. By leveraging App Store Connect data, you can measure downstream indicators such as retention and sales performance for users who downloaded through a specific CPP, even after the deprecation of the IDFA.
2. Enhanced Conversion Rates: By aligning audience segment intent with the creative and messaging they see in ads and on product pages, CPPs significantly improve conversion rates for campaigns and ads.

ASA is a contextual ad network, similar to Google Search Ads. The targeting of ads on ASA relies heavily on the specific situation a user is in. Most users view ads through ASA while searching for apps or games, providing valuable insights into their intentions and preferences.

For example, when a user searches for a specific brand in the App Store, it indicates some level of brand awareness, either through direct exposure to the campaign or indirect word-of-mouth. Similarly, searches for keywords related to a specific value or genre, such as "match-3 games" or "flight tickets," suggest a specific demand the user is trying to fulfill.


By examining the search terms users are using, advertisers can gain deeper insights into their context and thinking. Instead of treating all search users as a single group and using generic messages to convert them, CPPs allow for personalized messaging and creatives tailored to each audience segment.

For instance, if someone searches for "flight price tracker," they are likely not looking to book a ticket immediately. By segmenting your audience and applying the most relevant creatives and messaging through CPPs, you can optimize conversion rates and attract the right users for specific offerings.

By effectively mining your audience, you can experience significant growth in paid audience and ROAS through your Search Ads UA channel.

How to Leverage CPPs for Each ASA Target Audience

To leverage the power of Custom Product Pages (CPPs) in Apple Search Ads (ASA), it's important to align the appropriate CPP themes with each ASA target audience. Consider the following audience segments for ASA:

• Users searching for your competitors
• Users searching for your brand
• Users searching for keywords associated with specific themes, such as "PvP games," "Match-3 games," "Flight Tickets," or "Ridesharing"

Once you have segmented your ASA audience, develop hypotheses for the creatives and content that will resonate best with each audience segment. This will enable you to create targeted ad variations and gradually improve conversion rates.


By using CPPs, you can also conduct A/B testing to identify the most effective messaging and creatives for each ASA audience category. Additionally, gain a comprehensive understanding of the value of different audience segments by monitoring downstream metrics like retention and average revenue per user (ARPU) for each CPP. This will help you optimize your ASA funds and allocate resources to the most profitable audience groups.

Conclusion and Next Steps

Integrating Custom Product Pages (CPPs) with Apple Search Ads (ASA) presents a significant opportunity for optimizing paid search traffic performance. By creating a comprehensive paid search funnel from audience segmentation to ad creative to product page creative, marketers can retain users who may have previously been lost due to mismatched messaging. This leads to noticeable growth rates and a greater chance of converting users.

ASA allows for unrestricted contextual advertising for all sponsored search traffic, giving advertisers a competitive advantage. Don't let your competitors dominate the search audience. Embrace CPPs in ASA to drive growth and maximize conversions.

To learn more about unlocking your growth potential with CPPs in ASA-sponsored search traffic, check out our platform here.

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