Apple launched Customized Product Pages (or CPPs briefly) within the App Retailer with the launch of iOS 15. Apple discontinued its Inventive Set checks and CPPs have been the substitute function that app publishers had been ready for.
Customized Product Pages permit you to create comparable variations of your default App Retailer product web page however with barely completely different components that spotlight particular app content material, options and components.
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. Because of this, the customers will perceive the message extra clearly, and convert higher, and app entrepreneurs will lower consumer acquisition prices in App Retailer.
Let’s dive in and verify how you should utilize Customized Product Pages to optimize your app’s consumer acquisition and enhance the App Retailer consumer expertise.
What are Customized Product Pages?
Customized Product Pages are completely different variations of your principal product Web page within the App Retailer. You possibly can 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 will likely be completely different out of your default product web page and have a novel URL. That URL might be built-in with paid campaigns resembling Apple Search Advertisements 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 via their particular URL included within the paid app campaigns or curated alternatives such because the Right now 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 tools for ladies, the touchdown web page will comprise 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 comparable.
Customized Product Pages present numerous performance, however to get essentially the most out of them, you will need to follow Apple’s tips and align them with the site visitors sources’ necessities.
Sounds attention-grabbing? We expect so too, so let’s take a look at what typical points CPPs can remedy.
What issues do Customized Product Pages remedy for app entrepreneurs?
Customized Product Pages remedy two large challenges:
- They match the audience with a custom-made touchdown web page
- They permit app entrepreneurs to enhance their acquisition prices and optimize the efficiency of a specific site visitors supply
Target market match
Usually, your principal product web page in App Retailer attracts individuals from natural search, paid advertisements, referrals, and so forth. The issue is that exhibiting the identical product web page to customers with completely different search intents is commonly not the optimum consumer journey.
So whatever the site visitors sources that customers come from, they’d 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 chance of customization.
With Customized Product pages, you’ll be able to have a replica of your principal 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 in your audience.
Decrease consumer acquisition prices
Customized Product Pages can minimize down the acquisition prices since you serve the customers the product web page with the next likelihood of changing. When it comes to app metrics, this could imply both decrease value per set up (CPI) or increased return on advert spend (ROAS).
As lengthy Customized Product Pages help your KPIs and align together with your advertising strategy and produce you value financial savings, they need to be an integral a part of your Apple app retailer optimization technique.
Briefly – CPPs make it easier to enhance conversion charges in App Retailer and reduce acquisition prices, which means that you just optimize your finances.
How and when to make use of Customized Product Pages?
Now that we all know which issues CPPs remedy, let’s verify completely different utilization eventualities. Any alternative that permits you to present a number of messages to a number of audiences is an efficient use case for CPPs.
There are not any limitations to how you should utilize Customized Product Pages, however typical use circumstances make it easier to to:
- Present new or completely different app options to customers with completely different consumer intents. E.g., health apps may need to run one marketing campaign for weight reduction and one other for muscle achieve.
- Goal geographically completely different customers that use the identical App Retailer localization language, resembling 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 section, resembling a sure sale marketing campaign, particular promotions, or well timed presents to eligible customers
- Take a look at new product options and present them to new or present customers
- Measure the effectivity of offline campaigns, resembling billboard QR codes that ship customers to a CPP
- Maintain consistency together with your advert campaigns and present the identical set of messages. That is helpful once you need to push a sure character all through the marketing campaign. Or once you need to retarget solely present app customers and present them your new options.
No matter you talk to a particular consumer group by way of advertisements or one other site visitors supply, it’s best to proceed sharing these precise components in your CPP. When you have an app for studying languages, you’ll be able to present “Be taught English” to individuals in a single nation and “Be taught Spanish” to individuals overseas and create CPPs for every advertising marketing campaign.
Now we have talked about that CPPs are used with paid advertisements, however you aren’t restricted to paid campaigns. At any time when 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 Advertisements placement on the Right now Tab, which is fairly costly. Nonetheless, in case your finances permits you to go after this placement and also you need to goal solely particular features, then CPP will make it easier 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. Now we have already talked about their variations, however let’s shortly summarize a very powerful variations right here:
- Customized Product Pages are copies of your principal product web page specializing in completely different options or app content material. You possibly can entry them solely via their devoted URL and integration with different site visitors sources, which implies 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 (in case you have a couple of) and the principle product web page.
- CPPs objectives are to enhance the effectiveness of particular site visitors sources and push the conversion charge. PPO is used to A/B check creatives to optimize your principal product web page, not particular site visitors sources.
- Whereas CPPs should not an A/B testing software, they can be utilized to check ASO updates as a substitute of PPO. Nevertheless, on this case, that you must use CPPs for a restricted time, monitor the progress carefully, and cease them as soon as you’re glad with the consequence. 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, not like PPOs. Moreover, to make use of CPPs for ASO updates-testing, that you must present a finances to pay for the installs, which may be expensive in some circumstances.
Launching a CPP marketing campaign
You possibly can launch a CPP marketing campaign from the App Retailer Join menu. The method is straightforward and just like different App Retailer choices. All that you must present is the next:
- CPP reference title
- select if you wish to begin from scratch or use the prevailing principal 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 cross the Apple evaluate. Usually, it’s best to count on to attend 24 hours earlier than Apple approves it and it goes dwell.
- 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’s best to submit all of them collectively to avoid wasting time.
Customized Product Pages and Apple Search Advertisements utilization
An vital performance of Customized Product Pages is that they can be utilized with Apple Search Advertisements. The mixing of CPPs in Search Advertisements is on the advert group degree.
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 a substitute of your default product web page. On the identical time, you’ll be able to combine CPP and particular units, languages, and preview components within the Search Advertisements interface.
Till lately, Apple Search Advertisements customers struggled with scaling generic and non-branded key phrases as a result of typically they weren’t related sufficient to the principle product web page of an app. Now that Customized Product Pages combine with Apple Advertisements, you can also make the consumer funnel extra related and match your advertisements to completely different consumer intents.
And since App Retailer customers will discover your advertisements related, the conversion charges from non-branded and generic key phrases will enhance. Because of this, you’ll be able to bid increased, get the next impression share for these key phrase sorts and scale your Apple Advertisements efficiency.
It’s also vital to notice that due to the app previews when operating Apple Advertisements, 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 can have a big effect in your conversion charges.
Lastly, Apple Search Advertisements permit you to have the default advert that results in your principal 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 that is 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 out there in the mean time, however there are some indications that this could possibly be out there 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 Advertisements
Fb advert integration was launched in September 2022 and allowed using 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 will likely be an important element of cell consumer acquisition.
We all know from expertise that advertising groups dedicate a big share of their budgets to Fb promoting. The CPP and Fb integration will guarantee app entrepreneurs accumulate extra knowledge and, just like Apple Search Advertisements, lower consumer acquisition prices on Fb.
Some exterior app advertising companies, together with our App Radar providers division, have already famous that the conversion charge from impressions to installs is considerably increased since together with CPPs of their advert portfolio.
Advantages of Customized Product Pages for app retailer optimization
Apple Search Advertisements and its Customized Product Web page function may also make it easier to to trigger an even bigger impression in your ASO technique. Working campaigns in ASA may help you to push natural site visitors, bettering the visibility and presence of your app throughout the App Retailer.
So how do Customized Product Pages assist with ASO? Properly, when you run Apple Search Advertisements on key phrases that lead customers to your CPPs, there’s a likelihood that you’ll enhance your key phrases conversion charges, get extra impressions and impression your organics. Since your app is getting extra downloads from sure key phrases, their natural positions will doubtless enhance.
Additionally, when you get extra downloads, you’ll be able to enhance your class rankings, which can replicate 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 Advertisements 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 carry 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 consumer to customise the app’s title, icon, descriptions, and artistic property, which might allow really customizing the app’s product web page or retailer itemizing. CPPs do not permit you to customise metadata and icons, which is an enormous limitation.
Google Play additionally launched a devoted URL to Customized Retailer Listings, which implies 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 permit you to 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 principle retailer itemizing in German for Germany. The Austrian customized retailer listings will likely be seen to natural customers that dwell in Austria (assuming they’ve that sort of setup on their smartphone). On the identical time, Customized Product Pages cannot goal natural customers in a particular geo-location in that means.
CPP challenges and limitations
No product function is ideal and the identical goes for Customized Product Pages. There are some limitations that the consumer neighborhood 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 vitally difficult to take action as a result of there isn’t any solution 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, that you must 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 a lot better to customise metadata and app icons since in addition they play an enormous function in conversion charge optimization.
- CPPs nonetheless can’t be used with Google app campaigns. Though this performance is determined by Google Play, in late 2022, it’s nonetheless inconceivable to mix CPPs and Google Advertisements. Nevertheless, we count on this to vary sooner or later.
- The evaluate course of can take a while. Much like Product Web page Optimization, all new CPPs should undergo a evaluate course of, which might 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 should not one thing that ought to forestall you from utilizing them commonly. Nonetheless, it is very important perceive when and easy methods to use them.
Issues to recollect about Customized Product Pages
Customized Product Pages are a good way to attraction to completely different audiences and adapt your creatives to numerous site visitors sources. It is a vital function that app publishers will use principally to optimize their Apple Search Advertisements, Fb Advertisements and different paid marketing campaign sorts.
Whereas CPPs should not restricted to paid campaigns, most app entrepreneurs will doubtless use them to optimize their paid consumer funnels.
We nonetheless have to attend and see if Google Advertisements will turn out to be appropriate with Customized Product Pages, however CPPs will doubtless be per a very powerful advert networks in the end.
So how do you get essentially 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 in your app, we advise you get in contact with App Radar’s app advertising crew and speak to us to carry you the best return in your funding.
