Apple launched Customized Product Pages (or CPPs briefly) within the App Retailer with the launch of iOS 15. Apple discontinued its Artistic Set checks and CPPs have been the alternative characteristic that app publishers had been ready for.
Customized Product Pages let you create comparable variations of your default App Retailer product web page however with barely totally different components that spotlight particular app content material, options and components.
The thought behind CPPs is to supply a constant message and product web page design between the visitors supply and the touchdown web page. Consequently, 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 test 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 totally different variations of your major product Web page within the App Retailer. You’ll be able to create as much as 35 customized product pages per app with totally different app screenshots, app preview movies, and iOS promotional textual content.
Each CPP you create might be totally different out of your default product web page and have a singular URL. That URL may be built-in with paid campaigns similar 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 means of their particular URL included within the paid app campaigns or curated choices such because the As we speak tab, Video games, and Apps.
In a nutshell, CPP lets you align your adverts messages, creatives, and audiences with the corresponding touchdown web page. If customers click on on the advert about health tools for girls, 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 folks from any visitors supply that helps hyperlink embedding. This visitors supply is usually a web site, e mail e-newsletter or something comparable.
Customized Product Pages present numerous performance, however to get probably the most out of them, you will need to stick with Apple’s tips and align them with the visitors sources’ necessities.
Sounds attention-grabbing? We predict so too, so let’s take 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 visitors supply
Target market match
Usually, your major product web page in App Retailer attracts folks from natural search, paid adverts, referrals, and so forth. The issue is that displaying the identical product web page to customers with totally different search intents is usually not the optimum consumer journey.
So whatever the 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 embrace 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 major product web page, however you’ll be able to change screenshots, app preview movies and promotional textual content. The customization lets you higher match the visitors supply with the touchdown web page and be a greater match in your target market.
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 probability of changing. When it comes to 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 strategy and produce you value financial savings, they need to be an integral a part of your Apple app retailer optimization technique.
In brief – CPPs provide help to improve conversion charges in App Retailer and reduce acquisition prices, that 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 resolve, let’s test totally different utilization situations. Any alternative that lets you 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 provide help to to:
- Present new or totally different app options to customers with totally different consumer intents. E.g., health apps would possibly wish to run one marketing campaign for weight reduction and one other for muscle acquire.
- Goal geographically totally different customers that use the identical App Retailer localization language, similar to German-speaking audiences in Germany vs. these in Austria and Switzerland
- Goal particular demographics like trainers for males vs. trainers for girls. Or you’ll be able to goal totally different age teams.
- Present seasonal campaigns to just one viewers phase, similar 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 present customers
- Measure the effectivity of offline campaigns, similar 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 if you wish to push a sure character all through the marketing campaign. Or if you wish to retarget solely present app customers and present them your new options.
No matter you talk to a particular consumer group by way of adverts or one other visitors supply, you need to proceed sharing these actual components in your CPP. In case you have an app for studying languages, you’ll be able to present “Study English” to folks in a single nation and “Study Spanish” to folks abroad and create CPPs for every advertising and marketing marketing campaign.
We have now talked about that CPPs are used with paid adverts, however you aren’t restricted to paid campaigns. Each time the supply of visitors lets you 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 lets you go after this placement and also you wish to goal solely particular facets, then CPP will provide help to be extra centered 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 battle to grasp how precisely they’re totally different. We have now already talked about their variations, however let’s rapidly summarize an important variations right here:
- Customized Product Pages are copies of your major product web page specializing in totally different options or app content material. You’ll be able to entry them solely by means of their devoted URL and integration with different visitors sources, which implies they’ll’t be accessed organically.
- Product Web page Optimizations are seen organically, however in addition they appeal to all visitors sources (paid, net, e mail). They’re used primarily for A/B testing and to search out the very best product web page model for all customers. The visitors PPO receives splits between different testing variations (when you’ve got multiple) and the principle product web page.
- CPPs objectives are to enhance the effectiveness of particular visitors sources and push the conversion charge. PPO is used to A/B check creatives to optimize your major product web page, not particular visitors sources.
- Whereas CPPs aren’t an A/B testing software, they can be utilized to check ASO updates as an alternative of PPO. Nevertheless, on this case, you could use CPPs for a restricted time, monitor the progress intently, and cease them as soon as you’re happy with the outcome. This superior methodology requires you to watch and consider the outcomes by your self intently and based mostly 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, you could present a finances to pay for the installs, which may be expensive in some circumstances.
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 you could present is the next:
- CPP reference title
- select if you wish to begin from scratch or use the prevailing major 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 must cross the Apple overview. Typically, you need to anticipate 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 save lots of 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 mixing 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 visitors to a Customized Product Web page as an alternative 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 Adverts interface.
Till not too long ago, Apple Search Adverts 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 Adverts, you may make the consumer funnel extra related and match your adverts to totally different consumer intents.
And since App Retailer customers will discover your adverts related, the conversion charges from non-branded and generic key phrases will improve. Consequently, you’ll be able to bid greater, get the next 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 operating 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 can have a huge impact in your conversion charges.
Lastly, Apple Search Adverts let you have the default advert that results in your major 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 adverts.
Many app entrepreneurs wish to use CPPs with Google app campaigns. This feature shouldn’t be out there in the meanwhile, however there are some indications that this may very well be out there sooner or later. Presently, 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 using CPPs with Fb adverts for cellular apps. Since Fb is a big advert community and massively utilized by efficiency managers and ASO groups, Customized Product Pages might be a significant part of cellular consumer 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 consumer acquisition prices on Fb.
Some exterior app advertising and marketing companies, together with our App Radar providers division, have already famous that the conversion charge 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 also provide help to to trigger an even bigger affect in your ASO technique. Working campaigns in ASA might help you to push natural visitors, enhancing the visibility and presence of your app inside the App Retailer.
So how do Customized Product Pages assist with ASO? Effectively, for those who 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 affect your organics. Since your app is getting extra downloads from sure key phrases, their natural positions will doubtless improve.
Additionally, for those who get extra downloads, you’ll be able to enhance your class rankings, which is able to replicate in additional Browse visitors (in case your app will get featured or really useful 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 carry you extra downloads, why not embrace 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 Might 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 enable the consumer to customise the app’s title, icon, descriptions, and inventive property, which might allow actually customizing the app’s product web page or retailer itemizing. CPPs do not let you 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 sometimes mix Customized Product Pages with Apple adverts.
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 let you goal totally 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 might be seen to natural customers that dwell in Austria (assuming they’ve that type of setup on their smartphone). On the identical time, Customized Product Pages cannot goal natural customers in a particular geo-location in that approach.
CPP challenges and limitations
No product characteristic is ideal and the identical goes for Customized Product Pages. There are some limitations that the consumer neighborhood has seen to this point.
- Customized Product Pages goal solely a small a part of the 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 any technique to know if a sure CPP carried out higher than others. Though CPPs aren’t meant for use for A/B testing, some folks will use them to beat the challenges of Product Web page Optimizations. So if you wish to use CPPs for A/B testing, you could 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 position in conversion charge optimization.
- CPPs nonetheless can’t be used with Google app campaigns. Though this performance is dependent upon Google Play, in late 2022, it’s nonetheless unattainable to mix CPPs and Google Adverts. Nevertheless, we anticipate this to vary sooner or later.
- The overview course of can take a while. Just like Product Web page Optimization, all new CPPs should undergo a overview course of, which may be annoying.
- Potential limitations may additionally embrace cannibalization with exterior visitors and metrics reported by App Retailer Analytics and exterior platforms since Apple implements totally different privateness and monitoring settings.
Total, the CPPs limitations aren’t one thing that ought to stop you from utilizing them usually. However, it is very important perceive when and tips on how to use them.
Issues to recollect about Customized Product Pages
Customized Product Pages are a good way to attraction to totally different audiences and adapt your creatives to varied 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 aren’t 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 Adverts will grow to be suitable with Customized Product Pages, however CPPs will doubtless be according to an important advert networks in the end.
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 in your app, we advise you get in contact with App Radar’s app advertising and marketing workforce and speak to us to carry you the very best return in your funding.
