How to Leverage Custom Product Pages for Apple Search Ads

Custom product pages can be a powerful option to maximize the potential of your Apple Search Ads (ASA) campaigns. These tailored pages help developers 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 CPPs for Apple Search Ads, and how they can help you improve your app’s engagement, conversion rates, and ROI.

Take an in-depth look at custom product pages

Improve keyword performance with CPPs in ASA

Custom product pages can be highly beneficial in improving the performance of keywords in Apple Search Ads. With CPP, 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.

Align user intent to a relevant custom product page (CPP)

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 CPP 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 CPP 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.

Target competitor brand terms 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 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 identify 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.

Tailor your message to a demographic with custom product pages

Apple Search Ads provides a series of audience targeting options that can be used in combination with custom product pages to further increase the relevancy of your app on specific queries. You can set up your ad groups so they target store visitors based on their age, gender, and/or customer type (new users, return users, users of my other apps).

You have to keep in mind, however, that enabling these audience targeting options for your ads means they won’t be displayed to store visitors who have Personalized Ads turned off. It’s estimated that there’s only 22% of store visitors who have personalized ads turned on, so enabling audience targeting options will exclude the majority of App Store traffic from seeing your ad.

Instead of using audience targeting options, you can try to find keywords that are intrinsically linked to a specific demographic (e.g. “period tracker” will be searched almost exclusively by women) and create a custom product page for these keywords. This way, you’ll still reach all eligible users while tailoring your messaging.

Win back lapsed users with CPPs in Search Ads

Finally, custom product pages can be used to target returning users with new and updated features of your app. The first, easiest option to target returning users is to enable the audience targeting option that Apple Search Ads provides. However, as seen previously, this will exclude the vast majority of store visitors from seeing your ads.

Instead, search for keywords that you think or know are used by your returning users. Then, create a custom product page that puts the emphasis on novelty and shows the main updates, improvements, and additions made to your app in the last weeks/months. This way, you give extra incentive to users who previously downloaded your app to try it again.

Deep dive into how mobile games leverage CPPs for Apple Search Ads and get inspiring examples for your own marketing strategy

Show regional appeal with CPPs in Apple Search Ads

CPPs 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 CPP 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

Conclusion

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.

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