Boost Your App’s Visibility with iOS Custom Page Products (CPP)

In an environment populated with well over 1.8 million apps, it is nothing short of a Herculean task to market your app and distinguish it from other apps in the App Store. Due to high competition and constant user demand changes, targeted marketing is the only way to reach customers successfully. Here come iOS Custom Product Pages (CPPs) —an influential Apple tool intended for generating unique and relevant user experiences in the App Store. In this step-by-step guide, we will show you how to utilize CPPs for your iOS app, how to fine-tune them for better results, and how to harness their power to gain more visibility and engagement and ultimately more conversions.

What are Custom Product Pages (CPP)?

iOS Custom Product Pages also known as CPPs are specialised landing pages within the App Store that enables app developers and marketers to generate up to 35 unique variants of their app’s standard product page. Each CPP may be designed for different users, a certain set of features, specific promos, specific user personas, or certain seasonal promotions. This flexibility allows your users to receive market-relevant content tailored to their needs, ensuring your app stands out among competing apps and captures user attention effectively.

CPPs use assets such as app preview videos, and screenshots from the App Store Connect account that can be edited to depict different offerings of the apps, festivals, features, or the region’s preference. These pages are URL-based and can be leveraged for specific campaigns, enabling marketers to create targeted and contextual advertising experiences. This way, CPPs can be used by marketers to increase the level of user interaction, the number of conversions, and consequently the overall relevance of their applications within the App Store.

Setting Up Your iOS Store CPP

• Create an App Store Connect Account: Make sure that you register your app to an active App Store Connect account.
  
  
• Upload Visual Assets: This can be made up of a 30-second preview video and ten screenshot images that are of very high quality.
  
  
• Set Up Apple Search Ads: Make sure you link your Apple Search Ads account to a valid credit card to ensure an easy and effective promotion of your campaigns.
  
  
• Design Your CPPs: It is advisable to customize the CPPs depending on the different user-targeted segments or even campaign themes. For example, when selling a fitness app, it is most effective to have different CPP for runners, people who frequent the gym, and yoga lovers, respectively.
  
  
• Localize Your CPPs: It is always advisable to localize the app title, subtitle, promotional text, as well as creatives to reflect the local culture and market preference.

Integrating CPPs with Apple Search Ads

Apple Search Ads help you advertise to the users actively searching for a product on the App Store, which makes it the best platform in which to utilize your CPPs. Here’s how to integrate them:

• Select Ad Placements: Select the available ad options as Today Tab ads and/or Search Results Page ads to increase exposure.
  
  
• Keyword Targeting: Make sure to put in place the right keywords so that the ads to be shown reach the right audience.
  
  
• Link CPPs: Connect your CPP to the respective ad placements.

Advantages of the iOS CPPs

1. Personalized Marketing Campaigns

CPPs allow you to achieve persona-driven campaigns in favor of a set of users. For instance, an app in the shopping category can add specific CPP for fashionistas, IT professionals, or economy lovers, pinning specific products and relevant discounts to each user segment

2. Enhanced Seasonal Promotions

Leverage the occurrence of holidays/festivals/special occasions by creating CPPs for such occasions. As an example, a food delivery app will be able to message and even use visuals that are related to Diwali delights or the best delicacy for a festival depending on the specific occasion.

3. Localized Campaigns

Since it is possible to localize CPPs, they can be presented in various areas with concentrated materials corresponding to their culture. This enhances the degree of trust and the level of participation from the users because they will only engage with content that closely resembles their country’s culture.

Maximizing Performance of CPPs

When using iOS Custom Product Pages (CPPs) it is crucial to keep the creative as coherent and relevant to the user persona and campaign as possible. For instance, visuals for a fitness app for yoga audiences should have relaxing colors and the visualization of the yoga postures. To keep your CPPs fresh and interesting to potential customers, it is essential to update the App Store Connect assets frequently with new features, changing seasons, or promotional campaigns.

Monitoring and measuring performance is very important especially when it comes to your CPPs. Use MMPs to gauge end-to-end impacts such as impressions, TTR, downloads, and in-app sales. These are some of the key metrics that you should track so that you can work on your campaigns and make them better.

Comparing App Store Optimization Strategies 

Custom Product Pages (CPPs) can be a highly effective way to deliver targeted iOS experiences for users. App marketers need to know how these CPPs compare with other strategies such as standard App Store pages, product page optimization (PPO), and Google’s Custom Listings for improving the exposure and interaction of their apps. The table below shows in detail the differences and strengths of these stated strategies.

Best Practices for Crafting a Strong CPP Strategy

1. Categorize Your Personas

Limit the variety of personas to the most impactful ones. Focus on your primary user segments based on post-install metrics to ensure prepared and powerful CPP usage.

2. Highlight Champion Products or Features

Promote your best-selling products or maximum enticing capabilities to create a compelling case for customers to download your app.

3. Maintain Updated Assets

Regularly replace your App Store Connect assets, which include visuals and textual content material, to mirror the modern model of your app and its capabilities.

4. Focus on Localization

Ensure your CPPs are localized for the target region’s dominant language and cultural nuances to build trust and engagement.

5. Optimize Creative Elements

Align your CPP creatives with the targeted user personas, geographical regions, or seasonal events. Regularly evaluate and replace creatives primarily based on overall performance data.

6. Follow Approval Guidelines

Adhere to Apple’s suggestions to keep away from CPP rejections. Ensure your content material is appropriate, non-misleading, and accurately represents your app.

7. Integrate MMPs for Full-Funnel Analysis

Utilize Mobile Measurement Partners (MMPs) to get a comprehensive view of your CPP performance from impressions to in-app events and monetization.

Supercharge Your App Marketing with CPPs

The iOS Custom Product Pages are great tools when it comes to app marketing given their high degrees of versatility and customization. Utilizing CPPs in conjunction with Apple Search Ads and managing the effectiveness of the latter, it is possible to significantly improve the app’s presence, interaction, and conversion rates in the highly saturated App Store. Make effective use of this feature and ensure your app gives the right message to your consumers according to the circumstances they face which will make your app unique and successful.

By adhering to the guidelines provided herein, you can develop a strong CPP strategy that results in quality app acquisition, minimizing the churn rate, and enhancing your app’s reputation and performance within the App Store.

If you are looking to achieve an incremental scale for your iOS app, feel free to connect with our Apple Search Ads campaign managers to help set up high-performing paid iOS campaigns.