Apple Search Ads (ASA) specialists must not be unfamiliar to the Custom Product Page (CPP) introduced in Apple ios15.
Custom Product Pages are product pages in the App Store in which you can personalize your app preview videos, screenshots, and promotional text, based on segmented audiences.
Features for iOS 15 Custom Product Pages
1. You can create up to 35 CPPs for every app published on the App Store at any given time.
Apple now lets you make up to 35 custom product pages, each with unique creatives based on your target market (you can't make a custom icon for custom product pages).You can direct particular audiences to any one of these 35 custom product pages by using their own Apple App Store URL.
Consider a sponsored UA campaign you're conducting where the ad creatives showcase a certain function of your app or game. Since these campaign-driven consumers have been exposed to that ad creative, you can direct that traffic to an App Store custom product page with customized messaging surrounding the feature. The same goes for any other source of traffic such as influencer campaigns, website traffic and more.
2. You can customize your Custom Product Page screenshots, promotional text, and app preview for any of your page’s localizations
You can alter the aforementioned assets for each CPP according to your localization needs. This will result in customers viewing the localized Custom Product Page variant with the custom assets you developed when they land on your Custom Product Page (when they tap on its distinctive URL or watch a Storekit Rendered ad on an ad network).3. Once you’ve created a CPP you can use its unique URL
You will be given a special URL that you may use to direct traffic to your landing page whenever links are used. This might include cross-promotion, your mobile website, paid UA ads with a customizable URL destination, and email marketing.
4. Ad Networks will support Custom Product Pages through Store-kit rendered ads
This is a huge issue. Many ad networks use Storekit-rendered product pages for their sponsored campaigns setup and do not enable variable URL destinations (an overlay of a product page that appears within the app that presented the ad instead of sending the user to the full App Store app).Using a specific CPP identification in the campaign setup will allow you to use Custom Product Pages in every ad network, according to this release.
5. Use Custom Product Pages to create tailored ad variants
As anticipated, Search Ads can also support CPPs, giving you the ability to design several iterations of your product pages that are the most desirable for certain keyword groupings. Imagine a CPP that displays the most pertinent messaging and creatives for that audience for your target keyword group, your competitor's keyword group, or a keyword group specific to a genre.6. Custom Product Page Measurement through new data in App Store Connect
Through App Store Connect, essential information regarding the performance of Custom Product Pages, including as product page views, first-time downloads, redownloads, retention, and average proceedings per paying user, will be made available. The performance of the funnel you're utilizing, including the value that consumers from that funnel provide in the form of retention and sales, will depend on your ability to comprehend the conversion rates of each product page.
Now that we’ve learned more about what Custom Product Pages are, let’s see what this means for ASO.
How do App Store Custom Product Pages affect ASO and UA?
As mentioned, with custom store pages you can create up to 35 unique App Store product pages, each with its own app store preview video, screenshots, and promotional text.Customer-Specific Messaging
This feature's primary application would be to build an App Store product page that expresses the best messaging for a certain audience. Users will access these customized store pages by driving traffic there directly using a special and distinctive App Store URL.This will enable you to use this URL with various paid UA campaigns and match the messaging on the custom store page to that communicated through the ad creatives in that campaign.
Other use cases include using a dedicated store page for mobile website traffic, influencer campaigns, or even cross-promotion in other applications and games you own.
Our analysis of user behavior in the app store over the course of more than six years revealed the significant impact that alternative messages for various audiences may have. By displaying the appropriate messaging to users from different channels, demographics, genders, and hobbies, you may drastically affect the install conversion rates of each category. Using distinct messaging for each campaign can also help campaigns that are aimed at large audiences versus restricted and focused audiences.
Finally, Custom Product Pages give you a mechanism to communicate these various messages to various audiences. If done correctly, this might greatly increase your paid UA conversion rates and ROAS.
iOS 15 App Image Customization: A new era of ASO
The situation has changed after years of only having one product page per localization and being unable to "handle" paid and organic traffic differently.Every ASO team will have access to the tools needed to test messages for organic traffic and customize the product page for up to 35 audiences with iOS 15.
We can see the stark contrast in these two images.
Scientifically, the teams that can use these technologies will see considerably faster growth rates. You may generate high growth rates by developing the appropriate messaging for organic visitors and up to 35 paid UA segments, which will convert a substantial portion of the dropped and uninstalled traffic (both organic and paid).
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