If you want to ensure your app is positioned for success, you’ve got to improve your app store optimization and paid user acquisition performance. Thankfully, custom product pages are here to help you achieve your marketing goals. 

With the introduction of custom product pages in December 2021, a lot of app marketers have seen growth in their installs and conversions. 

In this post, let us take a look at custom product pages, their impact on ASO and paid UA, and how you can better use them to improve your app performance.

What is ASO?

ASO, or app store optimization, aims to increase the search ranking of a specific mobile application (app) within app stores such as Google Play Store, Apple App Store, Windows Store, and Galaxy Apps.

What is paid user acquisition?

Paid user acquisition or paid UA is the process of paying service providers or platforms to promote your app. The main goal is to bring more people to your product page and transform them into active users.

While paid UA can primarily be done in the app store itself, it can also be done on other platforms such as social media websites, search engines, and external web pages.

Those users who have downloaded your app through paid UA are referred to as “paid installs.”

What are custom product pages?

Now, let’s go back to our main focus, the custom product pages.

Custom product pages are alternative product page versions of your main product page in the App Store. As its name suggests, these alternative product pages are designed to highlight the different features, content, functionalities, and offers of your app.

It’s worth noting that custom product pages won’t come up in searches. It can only be accessed through its URL. Nevertheless, you can use CPPs with Apple Search Ads.

There are different elements you can add or customize in CPPs. These include the following:

  • Screenshots

  • App previews

  • Promotional text

Before the introduction of CPPs, there was only one product page for an app in the App Store. This means that every ad campaign and marketing effort are solely linked to this default product page.

With CPPs, marketers can have more freedom in customizing their marketing plans.

What are the uses of custom product pages?

A lot of app developers and marketers were thrilled to know that Apple would add custom product pages. So, what are its benefits? How can you use them? When should you use custom product pages?

Here are the answers:

Target specific audiences

Perhaps, the best benefit of the custom product page is the ability to target specific traffic and audience. With CPPs, you can create a product page specifically designed based on your users’ locality, culture, and language.

Aside from that, you can create custom product pages for certain seasons. This helps you to capitalize on current events and trends.

Highlight features

A single app can have multiple features. Default product pages are not too effective in singling out a feature and making sure it gets the attention it deserves.

Thankfully, custom product pages allow you to create separate pages for every app functionality or feature you want to promote. You get to create up to 35 custom product pages.

Promote deals, offers, and discounts

If you wish to run a new promotion, you can use custom product pages. You can direct all or selected users to your promotional CPP and get more engagement.

For example, you can create a new product page for your current app free trial. Perhaps, you want to promote exclusive deals for users or customers who meet certain conditions.

With CPPs, you can get more downloads because you’re sharing promotional content with the right people while minimizing the chance of people getting frustrated for receiving irrelevant promo ads.

How do custom product pages impact paid UA performance?

The primarily paid advertising medium in the Apple app store is the Apple Search Ads.

Here’s the good news:

Custom product pages are discoverable through the Apple Search Ads. You can use Search Ads and promote specific product pages. You can specify which product page to show your audience, wherever and whenever you want to. 

How do you know custom product pages boost paid UA performance? Let us explain further.

The acquired improved alignment between the traffic you’re getting and the ad you’re displaying leads to a higher tap-through rate (TTR) and therefore, conversion rate as well.

To top it all up, the combination of using Apple Search Ads and custom product pages positively impacts your keyword-specific conversion rates. This would then improve your organic keyword rankings.

Aside from that, you can use custom product pages in your external paid UA campaigns. For instance, you can create a product page, get its URL, and promote it on search engines and social media.

Read more at ShyftUp‘s article.

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