In this article you can find why you should leverage custom product pages for Apple Search Ads.
The answer is simple: a higher return on investment.
Let’s assume your goal is to get 100 downloads a day.
To be honest, you can achieve your goal with both. However, you'll most likely spend 10x more on Approach A.
You wouldn’t prefer this option so let’s talk more about Approach B: Apple Search Ads and Custom Product Pages.
Apple Search Ads is the highest-intent ad platform, as you show your ads directly to people looking for an app like yours. Therefore, your ratio for taps/impressions will be significantly higher than your ratio in other advertising channels.
Users will decide whether to download your app by looking at your original product page. However, you can lead more users to your product page if you provide customized creative assets.
Above, we see the product page designs of BoohooMan and PrettyLittleThing.
Because one targets men and the other targets women.
This is Sales 101, right?
Everybody knows you should talk from your customers' perspectives. So yes, a product page reflecting your target audience is what you should strive for.
But there is more.
Your target audience has subgroups, and you have so little time to engage with them.
Apple allows you to create up to 35 Custom Product Pages. You can also leverage them in Apple Search Ads to show creatives relevant to search terms. This way, your TTR and download volume can go up substantially.
Let's see two scenarios where you can leverage Custom Product Pages to increase your ROAS.
So far, everything is great for EvolveYou. However, their creative assets can make or break their success.
EvolveYou might use these three creatives for this paid keyword. However, these give the impression of a motivation or calorie tracking app rather than a workout app. And just like that, EvolveYou would lose the precious 3 seconds to grab users’ attention and miss potential high-intent taps.
With these three, EvolveYou can lead users to their original product page at a significant rate because they are highlighting exactly what users are searching for.
Targeting Spanish keywords in their U.S campaign is a wise move by CSR 2. Why limit the impact of this by showing the creatives in English?
Instead, CSR 2 can address its Spanish-speaking audience in the U.S with these creatives. It wouldn’t be crazy to assume users searching in Spanish would better engage with creatives in Spanish, right?
Remember in Approach B, there are no random acts. Therefore, the first step is Research.
How MobileAction&SearchAds.com can help you answer these questions to boost your ROAS:
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