Apple launched Customized Product Pages (or CPPs briefly) within the App Retailer with the launch of iOS 15. Apple discontinued its Artistic Set assessments and CPPs have been the substitute characteristic that app publishers had been ready for.
Customized Product Pages can help you create related variations of your default App Retailer product web page however with barely completely different parts that spotlight particular app content material, options and parts.
The thought behind CPPs is to offer a constant message and product web page design between the site visitors supply and the touchdown web page. Consequently, the customers will perceive the message extra clearly, and convert higher, and app entrepreneurs will lower person acquisition prices in App Retailer.
Let’s dive in and test how you need to use Customized Product Pages to optimize your app’s person acquisition and enhance the App Retailer person expertise.
What are Customized Product Pages?
Customized Product Pages are completely different variations of your predominant product Web page within the App Retailer. You’ll be able to create as much as 35 customized product pages per app with completely different app screenshots, app preview movies, and iOS promotional textual content.
Each CPP you create might be completely different out of your default product web page and have a singular URL. That URL could be built-in with paid campaigns corresponding to Apple Search Adverts and the URL can be utilized because the touchdown web page to focus on sure key phrases.
Customized Product Pages can’t be accessed organically however solely by their particular URL included within the paid app campaigns or curated picks such because the As we speak tab, Video games, and Apps.
In a nutshell, CPP permits you to align your advertisements messages, creatives, and audiences with the corresponding touchdown web page. If customers click on on the advert about health gear for ladies, the touchdown web page will include content material that matches that search intent.
App entrepreneurs and ASO professionals can use the customized URL to drive individuals from any site visitors supply that helps hyperlink embedding. This site visitors supply is usually a web site, e-mail publication or something related.
Customized Product Pages present plenty of performance, however to get probably the most out of them, you should stick with Apple’s tips and align them with the site visitors sources’ necessities.
Sounds fascinating? We predict so too, so let’s have a look at what typical points CPPs can resolve.
What issues do Customized Product Pages resolve for app entrepreneurs?
Customized Product Pages resolve two massive challenges:
- They match the target market with a custom-made touchdown web page
- They permit app entrepreneurs to enhance their acquisition prices and optimize the efficiency of a selected site visitors supply
Audience match
Usually, your predominant product web page in App Retailer attracts individuals from natural search, paid advertisements, referrals, and so forth. The issue is that displaying the identical product web page to customers with completely different search intents is commonly not the optimum person journey.
So whatever the site visitors sources that customers come from, they might at all times see the identical product web page. And that product web page would at all times embody the identical screenshots, movies, and app descriptions, with none risk of customization.
With Customized Product pages, you’ll be able to have a duplicate of your predominant product web page, however you’ll be able to change screenshots, app preview movies and promotional textual content. The customization permits you to higher match the site visitors supply with the touchdown web page and be a greater match to your target market.
Decrease person acquisition prices
Customized Product Pages can minimize down the acquisition prices since you serve the customers the product web page with a better probability of changing. By way of app metrics, this could imply both decrease value per set up (CPI) or greater return on advert spend (ROAS).
As lengthy Customized Product Pages assist your KPIs and align together with your advertising and marketing method and produce you value financial savings, they need to be an integral a part of your Apple app retailer optimization technique.
Briefly – CPPs show you how to enhance conversion charges in App Retailer and reduce acquisition prices, which means that you simply optimize your finances.
How and when to make use of Customized Product Pages?
Now that we all know which issues CPPs resolve, let’s test completely different utilization situations. Any alternative that permits you to present a number of messages to a number of audiences is an effective use case for CPPs.
There are not any limitations to how you need to use Customized Product Pages, however typical use instances show you how to to:
- Present new or completely different app options to customers with completely different person intents. E.g., health apps would possibly need to run one marketing campaign for weight reduction and one other for muscle acquire.
- Goal geographically completely different customers that use the identical App Retailer localization language, corresponding to German-speaking audiences in Germany vs. these in Austria and Switzerland
- Goal particular demographics like trainers for males vs. trainers for ladies. Or you’ll be able to goal completely different age teams.
- Present seasonal campaigns to just one viewers phase, corresponding to a sure sale marketing campaign, particular promotions, or well timed gives to eligible customers
- Take a look at new product options and present them to new or current customers
- Measure the effectivity of offline campaigns, corresponding to billboard QR codes that ship customers to a CPP
- Preserve consistency together with your advert campaigns and present the identical set of messages. That is helpful whenever you need to push a sure character all through the marketing campaign. Or whenever you need to retarget solely current app customers and present them your new options.
No matter you talk to a selected person group through advertisements or one other site visitors supply, you need to proceed sharing these actual parts in your CPP. When you have an app for studying languages, you’ll be able to present “Study English” to individuals in a single nation and “Study Spanish” to individuals in a foreign country and create CPPs for every advertising and marketing marketing campaign.
We’ve got talked about that CPPs are used with paid advertisements, however you aren’t restricted to paid campaigns. Each time the supply of site visitors permits you to add a customized URL, you’ll be able to connect a CPP URL to it.
CPPs may also be used with new Apple Search Adverts placement on the As we speak Tab, which is fairly costly. However, in case your finances permits you to go after this placement and also you need to goal solely particular elements, then CPP will show you how to be extra targeted in your paid campaigns.
Variations between CPPs and PPOs
Customized Product Pages have been launched along with Apple’s Product Web page Optimization feature, and a few app publishers wrestle to know how precisely they’re completely different. We’ve got already talked about their variations, however let’s rapidly summarize crucial variations right here:
- Customized Product Pages are copies of your predominant product web page specializing in completely different options or app content material. You’ll be able to entry them solely by their devoted URL and integration with different site visitors sources, which suggests they’ll’t be accessed organically.
- Product Web page Optimizations are seen organically, however in addition they appeal to all site visitors sources (paid, net, e-mail). They’re used primarily for A/B testing and to seek out the very best product web page model for all customers. The site visitors PPO receives splits between different testing variations (when you have multiple) and the primary product web page.
- CPPs objectives are to enhance the effectiveness of particular site visitors sources and push the conversion fee. PPO is used to A/B take a look at creatives to optimize your predominant product web page, not particular site visitors sources.
- Whereas CPPs will not be an A/B testing instrument, they can be utilized to check ASO updates as an alternative of PPO. Nevertheless, on this case, it is advisable to use CPPs for a restricted time, monitor the progress carefully, and cease them as soon as you might be happy with the end result. This superior methodology requires you to watch and consider the outcomes by your self carefully and primarily based in your expertise. CPPs don’t include statistical significance and reporting, in contrast to PPOs. Moreover, to make use of CPPs for ASO updates-testing, it is advisable to present a finances to pay for the installs, which could be pricey in some instances.
Launching a CPP marketing campaign
You’ll be able to launch a CPP marketing campaign from the App Retailer Join menu. The method is easy and just like different App Retailer choices. All it is advisable to present is the next:
- CPP reference identify
- select if you wish to begin from scratch or use the prevailing predominant product web page because the template
- Add your screenshots and/or preview video
- Insert the promotional textual content
There are some things to recollect when planning a CPP marketing campaign:
- CPPs have to go the Apple overview. Typically, you need to anticipate to attend 24 hours earlier than Apple approves it and it goes reside.
- Customized Product Pages must be submitted individually from the app submission.
- Plan a number of submissions concurrently if you wish to launch a Customized Product Web page, Product Web page Optimization, and In-app Occasion. It is best to submit all of them collectively to avoid wasting time.
Customized Product Pages and Apple Search Adverts utilization
An vital performance of Customized Product Pages is that they can be utilized with Apple Search Adverts. The combination of CPPs in Search Adverts is on the advert group stage.
As an app marketer doing paid campaigns, you’ll be able to create advert variations that ship the site visitors to a Customized Product Web page as an alternative of your default product web page. On the similar time, you’ll be able to combine CPP and particular units, languages, and preview parts within the Search Adverts interface.
Till lately, Apple Search Adverts customers struggled with scaling generic and non-branded key phrases as a result of usually they weren’t related sufficient to the primary product web page of an app. Now that Customized Product Pages combine with Apple Adverts, you can also make the person funnel extra related and match your advertisements to completely different person intents.
And since App Retailer customers will discover your advertisements related, the conversion charges from non-branded and generic key phrases will enhance. Consequently, you’ll be able to bid greater, get a better impression share for these key phrase varieties and scale your Apple Adverts efficiency.
Additionally it is vital to notice that due to the app previews when working Apple Adverts, the customers will see the app preview (app screenshots or preview video) out of your Customized Product Web page and never out of your default product web page. This may have a big effect in your conversion charges.
Lastly, Apple Search Adverts can help you have the default advert that results in your predominant product web page and CPP advert in the identical advert group. Nevertheless, this works provided that you goal customers who haven’t up to date to iOS 15 or later. The pre-iOS 15 customers will see your default product web page, whereas iOS 15 and later customers will see your CPP. If so, you’ll be able to examine the efficiency of each advertisements.
Many app entrepreneurs need to use CPPs with Google app campaigns. This selection just isn’t accessible for the time being, however there are some indications that this could possibly be accessible sooner or later. At the moment, Google Play helps app campaigns and Customized Retailer Listings, however just for a restricted variety of app publishers.
CPP and Fb Adverts
Fb advert integration was launched in September 2022 and allowed the usage of CPPs with Fb advertisements for cell apps. Since Fb is a big advert community and massively utilized by efficiency managers and ASO groups, Customized Product Pages might be a significant element of cell person acquisition.
We all know from expertise that advertising and marketing groups dedicate a big share of their budgets to Fb promoting. The CPP and Fb integration will guarantee app entrepreneurs acquire extra information and, just like Apple Search Adverts, lower person acquisition prices on Fb.
Some exterior app advertising and marketing companies, together with our App Radar providers division, have already famous that the conversion fee from impressions to installs is considerably greater since together with CPPs of their advert portfolio.
Advantages of Customized Product Pages for app retailer optimization
Apple Search Adverts and its Customized Product Web page characteristic may show you how to to trigger an even bigger influence in your ASO technique. Working campaigns in ASA will help you to push natural site visitors, enhancing the visibility and presence of your app throughout the App Retailer.
So how do Customized Product Pages assist with ASO? Effectively, in the event you run Apple Search Adverts on key phrases that lead customers to your CPPs, there’s a probability that you’ll enhance your key phrases conversion charges, get extra impressions and influence your organics. Since your app is getting extra downloads from sure key phrases, their natural positions will seemingly enhance.
Additionally, in the event you get extra downloads, you’ll be able to enhance your class rankings, which can mirror in additional Browse site visitors (in case your app will get featured or really helpful to customers exterior of the search leads to the App Retailer.).
Moreover, you’ll be able to leverage the insights you obtain from CPPs and use the best-performing key phrases out of your Apple Search Adverts campaigns to enhance your ASO efficiency, utilizing these key phrases in your metadata. If sure key phrases appear to be related to your app and have the potential to convey you extra downloads, why not embody them in your app metadata and descriptions
Customized Product Pages vs Customized Retailer Listings
Customized Product Pages are sometimes in contrast with Google Play’s Customized Retailer Listings. CPPs had some functionalities that Customized Retailer Listings did not have, however Google Play added new choices in Could 2022.
Customized Retailer Listings have caught up with the lacking options, and now you’ll be able to create as much as 50 customized listings in Google Play, in comparison with 35 in App Retailer and Customized Product Pages.
Furthermore, Customized Retailer Listings permit the person to customise the app’s identify, icon, descriptions, and artistic belongings, which might allow actually customizing the app’s product web page or retailer itemizing. CPPs do not can help you customise metadata and icons, which is a giant limitation.
Google Play additionally launched a devoted URL to Customized Retailer Listings, which suggests you’ll be able to mix them with Google app campaigns. In-App Retailer, you usually mix Customized Product Pages with Apple advertisements.
Each options work equally and include devoted analytics. Nonetheless, as a result of Customized Retailer Listings supply extra customization choices, they appear to have a bonus over Customized Product Pages.
Additionally, Customized Retailer Listings can help you goal completely different markets inside a language group. E.g., you’ll be able to create a separate customized retailer itemizing for the German language in Austria and have the primary retailer itemizing in German for Germany. The Austrian customized retailer listings might be seen to natural customers that reside in Austria (assuming they’ve that form of setup on their smartphone). On the similar time, Customized Product Pages cannot goal natural customers in a selected geo-location in that manner.
CPP challenges and limitations
No product characteristic is ideal and the identical goes for Customized Product Pages. There are some limitations that the person group has observed up to now.
- Customized Product Pages goal solely a small a part of the site visitors. If you wish to use CPPs to check sure options, it is extremely difficult to take action as a result of there isn’t a option to know if a sure CPP carried out higher than others. Though CPPs aren’t meant for use for A/B testing, some individuals will use them to beat the challenges of Product Web page Optimizations. So if you wish to use CPPs for A/B testing, it is advisable to set them up correctly and monitor their progress actively.
- Customized Product Pages are restricted to which issues you’ll be able to customise. It’s good to adapt app screenshots, movies, and promotional textual content. Nonetheless, it could be significantly better to customise metadata and app icons since in addition they play a giant position in conversion fee optimization.
- CPPs nonetheless can’t be used with Google app campaigns. Though this performance will depend on Google Play, in late 2022, it’s nonetheless not possible to mix CPPs and Google Adverts. Nevertheless, we anticipate this to alter sooner or later.
- The overview course of can take a while. Much like Product Web page Optimization, all new CPPs should undergo a overview course of, which could be annoying.
- Potential limitations may additionally embody cannibalization with exterior site visitors and metrics reported by App Retailer Analytics and exterior platforms since Apple implements completely different privateness and monitoring settings.
Total, the CPPs limitations will not be one thing that ought to stop you from utilizing them often. However, you will need to perceive when and use them.
Issues to recollect about Customized Product Pages
Customized Product Pages are an effective way to attraction to completely different audiences and adapt your creatives to numerous site visitors sources. It is a vital characteristic that app publishers will use principally to optimize their Apple Search Adverts, Fb Adverts and different paid marketing campaign varieties.
Whereas CPPs will not be restricted to paid campaigns, most app entrepreneurs will seemingly use them to optimize their paid person funnels.
We nonetheless have to attend and see if Google Adverts will turn out to be appropriate with Customized Product Pages, however CPPs will seemingly be in keeping with crucial advert networks ultimately.
So how do you get probably the most out of CPP alternatives? Add them to your ASO and paid methods combine and begin testing them. As a result of we all know that it takes a while to discover a mannequin that works the very best to your app, we propose you get in contact with App Radar’s app advertising and marketing staff and speak to us to convey you the very best return to your funding.
