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1、Custom Product Page PlaybookGuidelines,tips&insights on using custom product pages for Apple Search Ads search results&Today tab campaignsAbout SplitMetricsIntroductionCustom product pages for Today tab campaignsStep-by-step guide:setting up custom product pages for Today tab campaignsCustom product

2、 pages for search results campaigns in Apple Search Ads:what to test?User acquisition strategies in Apple Search Ads search results campaigns and SplitMetrics AcquireThe value and role of SplitMetrics AcquireStep-by-step setup guide:creating custom product pages for search results campaignsHow to ge

3、t the most of custom product pages for Apple Search Ads search results campaigns:pro tips0102030405060708092Table of ContentsCustom Product Page PlaybookSplitMetrics is an ecosystem of products and services that enable mobile-first businesses and brands worldwide to simplify their way to business su

4、ccess.301About SplitMetricsAutomate and optimize Apple Search Ads at scaleAn intelligent data-driven platform to optimize,automate,scale Apple Search Ads and grow ROAS.An advanced platform for data-driven decision making,CR optimization,validation of app concepts&features via A/B testing.Run A/B tes

5、ts,validate ideas&concepts,enhance ASOFull-cycle mobile marketing agency driving unparalleled results for top apps and brands.Ensure app growth at every stage of the lifecycleCustom Product Page Playbook02IntroductionThe App Stores iOS 15 era started with breaking news.In December 2021,the App Store

6、 introduced two new opportunities for conversion optimization custom product pages and product page optimization.With custom product pages,you can create up to 35 additional versions of your App Store product page to showcase specific features of a mobile app or game,updates,or promotional offers.Th

7、is enables mobile developers to use custom product pages to create tailored ad variations in Apple Search Ads and target users on the App Store even more effectively.This playbook illuminates the principal value of custom product pages and the role of SplitMetrics in accelerating app growth and high

8、er productivity in the post iOS 15 era.We keep our hands on the pulse of the dynamic mobile industry environment,so this playbook on custom product pages will be updated.4This Playbook is designed to give you a profound understanding of custom products pages development and testing,and equip you wit

9、h pro tips and insights that will help you scale your app.Maksim KasyanikUser Acquisition Team Lead at SplitMetricsCustom Product Page Playbook5Custom product pagesProduct page optimizationFor enhancing your paid UA strategy,promoting specific features or eventsFor enhancing your ASO strategy with A

10、pp Store A/B testing35 custom product pages with unique URLs3 app page variations vs.your product pageThe main difference between custom product pages for search results campaigns in Apple Search Ads and product page optimization.x 3501010202Variable elements:screenshotsiconsapp previewsVariable ele

11、ments:screenshotsapp previewpromotional text0303Custom Product Page Playbook6Custom product pagesProduct page optimizationAny date range0490 days for a test04Traffic is evenly distributed across test variations(you can determine traffic volume for each treatment)Create and manage ad variations or To

12、day tab ad creative in your Apple Search Ads account based on custom product pages youve set up in App Store Connect.Optimize your ads continuously to reduce costs and get the maximum ROAS with a full-funnel view*and historical data in SplitMetrics Acquire.*Available for AppsFlyer,Adjust,Kochava and

13、 Singular0505All organic traffic is coveredAbility to target different audiences and segments0606You can track the conversion rate and unique impressions,and also monitor conversion rate trends,percentage of improvement,and the confidence levelMetricsApple Search Ads metrics(Taps,Installs,TTR,CR)+Po

14、st-install metrics(custom conversions,CR,ROAS,CPA)Metrics in SplitMetrics Acquire0707Custom Product Page Playbook03Custom product pages for Today tab campaignsWith Today tab ads,one of the newest ad placements,your mobile app or game can appear right on the front page of the App Store,making it one

15、of the first things users will see there.This high visibility of the placement provides a great opportunity for driving awareness,especially in terms of new feature launches and promotional campaigns.Today tab ads are created from custom product pages set up in App Store Connect,which means your ad

16、creative will be based on a specific custom product page you select.For this ad placement,the custom product page must include at least 4 portrait or 5 landscape assets.A custom product page will need to be approved by App Store Connect before you create a Today tab campaign,and then the ad creative

17、 will need approval by Apple Search Ads.7Tip:if you have limited resources and given specific guidelines and several approval stages,it makes sense to first design creatives for Today tab ads and then reuse them for search results campaigns.Custom Product Page Playbook04Step-by-step guide:setting up

18、 custom product pages for Today tab campaignsThe custom product page must use the correct language for the countries and regions where you want your campaign to run.Note that Today tab ads arent currently available on the App Store in mainland China.The promotional messaging in each ad creative asse

19、t must not contain more than 50 characters or three lines of text.This excludes the text within the screenshot.The custom product page you use for your ad must include at least four portrait or five landscape assets.8010203Custom Product Page Playbook10More details and requirements you may find by r

20、eading Today tab ad guidelines.No pricing,offers,or ranking claims are allowed in ad creative assets.The app screenshots within the ad creative assets must be prominent and undistorted.App screenshots must also fill up at least 2/3 of each ad creative asset.All ad creative assets must include screen

21、shots from the app youre promoting.Assets cant contain promotional,lifestyle,or other images.040506Engage SplitMetrics Agency experts to develop hypotheses and design custom product pages for youLearn More9Custom Product Page PlaybookIf ad variations using custom product pages for search results cam

22、paigns imply specific keywords for each custom product page,when it comes to custom product pages for the Today tab campaigns,its a completely different case.Unlike search results campaigns,custom product pages for the Today tab campaigns dont use keywords and are all about creatives.So when develop

23、ing a custom product page for the Today tab,you need to focus on an ad creative.It should be catchy,easy to understand,inspiring and conveying a clear message.10Key differences between custom product pages for Today tab and search results campaigns in Apple Search AdsImportant note:you will not be a

24、ble to run ads on new placements(the Today tab and product pages)if your app is related to Dating,Gambling,Trading and some other categories.Custom Product Page Playbook05get a quoteEngage SplitMetrics Agency to Develop Your Custom Product PagesIncrease ad relevancy to reduce cost per tapHarness the

25、 ad variations power and deliver right messages to the right audience segments at the right moment.Leverage new advertisement opportunitiesRun effective campaigns on new ad placements with custom product pages crafted specifically for you.Communicate your value proposition effectivelyReduce CPI and

26、increase ROAS with personalized creatives that instantly trigger your paying audience.Delegate job to growth expertsGet our dedicated team of experts to audit,design and validate custom product pages depending on your goals.Custom product pages for search results campaigns in Apple Search Ads:what t

27、o test?In Apple Search Ads search results campaigns,your default screenshots can be shown to highlight your brand.Hence its an excellent opportunity to promote brand campaigns.You can highlight other features,services,and messages in generic campaigns.So its good to use ad variations in your search

28、results campaigns based on custom product pages set up first in App Store Connect to engage your audience with more relevant content.Here are some practical examples of what you can test with the help of custom product pages.11Custom Product Page Playbook12Example IndustryMessageMessageFinanceTrack

29、your monthly budgets wisely with smart suggestions.Plan your budget and save 10%monthly.Games(MMORPG)Achiever:Collect dozens of heroes and fight epic boss battles.Socializer:Play with friends or join clans for epic battles.BusinessCollaborate on documents and notes together with your team.Convert sc

30、anned documents to text and make edits.EntertainmentWatch your favorite video content anywhere.Send kids on adventures with their favorite cartoonsEducationUpgrade your English to the next level.Learn a new language fast by focusing on the basics.For instance,you can use custom product pages for pur

31、chase optimization.Get to know which specific theme and custom product page brings you more conversions for a better price test different value propositions based on audience and your hypothesis.Test value propositionsEach of the messages serves different needs of different target audience segments.

32、And custom product pages enable mobile developers to show the right messages to those segments.Custom Product Page Playbook13Try more precisely targeted advertising options and customize product pages for different audience groups.Segment your audience and run campaigns for each segmentImportant not

33、e:keep in mind that with targeting options,you wont be able to reach Apple Search Ads users with Personalized Ads turned off.So in order to grab all opportunities to scale,make sure to use targeting in addition to a reach-all campaign.Custom product pages can also optimize your ads for specific mark

34、ets,taking mentality and cultural differences.Adjust your App Store product page highlighting a feature or particular content to a specific country or region.Custom product pages are fully localizable.Custom Product Page Playbook14Examples of segmentationDemographicPsychographicGeographicalBehaviora

35、l(tendencies and frequent actions,feature or product use,habits)Needs-based segmentation(product must-haves and needs of specific user groups)Value-based segmentation(economic value of specific user groups for the business).Maksim KasyanikUser Acquisition Team Lead at SplitMetricsIf we are talking a

36、bout games we can use different approaches to divide players into segments,for example Bartles model for segmenting MMO players by psychological types:Socializers,Explorers,Achievers and Killers.Each type of gamers has their own specific needs and goals they pursue.Custom Product Page Playbook15Exam

37、ple IndustryFinanceDemographicPsychographicGeographicPlan your expenses and pay off student loans quicker.Monitor your investments and save for retirement.Save money.Make investments.Accurate and convenient currency converter.GamesShort gaming sessions for young active people who will play on the wa

38、y home,on the subway or in queues.Easy start,the opportunity to start playing at once without wasting time on figuring out the rules for new players of older age.Prove yourself.Join the team/friend.Collect all the heroes.In China,cartoon graphics are more popular than any other types.Realistic and c

39、artoon graphics are equally popular in the US.The proper segmentation and relevant value could streamline your conversion rate to bring more revenue and ensure higher ROAS.Custom Product Page Playbook98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MB98k RATINGS4.9AGE RATING9+Years Ol

40、dCHART#1EntertainmentSIZE156.9MB98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MBGETApp NameDeveloper Name98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MB98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MB98k RATINGS4.9AGE RATING9+Years OldCHART#1Ent

41、ertainmentSIZE156.9MBGETApp NameDeveloper Name98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MB98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MB98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MBGETApp NameDeveloper Name98k RATINGS4.9AGE RATING9+Years

42、 OldCHART#1EntertainmentSIZE156.9MB98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MB98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MBGETApp NameDeveloper Name36%CPI45%LTVApple Search Ads is moving forward.So should your strategyExplore new opportunitiesRun effective

43、 ads on new ad placements with custom product pages crafted specifically for you.Delegate job to growth expertsGet our dedicated team of experts to audit,design and validate custom product pages depending on your goals.Use ad variations to the fullHarness the ad variations power and reach out to you

44、r target audience with tailor-made custom product pages.Strengthen your funnelReduce CPI and increase ROAS with personalized creatives that trigger your paying audience.16Custom Product Pages TurnkeyLevel up your ad variations game and get your custom product pages developed&delivered by a dedicated

45、 team of mobile growth expertsBook a call Custom Product Page Playbook17Make ads more relevant to your audience with holidays and seasonal promos.Run one-time promotions dedicated to seasonal events or holiday campaignsPlay on words in your campaigns to emphasize hot or cold weather.(hot deals or of

46、fers vs.price freeze)04Support global marketing strategy;TV campaigns,influencers,or other brand activities;support new feature releases.05Make winter or summer campaigns or high-season promos.01Change images for specific holidays(Friendship day,New Year or Christmas,Mothers day,etc.)02Make promo of

47、fers for Black Friday or Cyber Monday,etc.03read the articleUse our tips on how to work with seasonality and prepare your app for peak seasonseasonal keywordsgrow SoVCustom Product Page Playbook06User acquisition strategies in Apple Search Ads search results campaigns and SplitMetrics AcquireExample

48、 1 CAMPAIGNSGenericAD GROUPSAG 1eSignatureKeyword listinvoiceinvoice makerinvoice appinvoice maker freeinvoice generatorsend invoiceKeyword listscanner apppdf scannerdocument scannerscan appscan ducumentsKeyword listelectronic signaturesignature appsign documentsdocument signere-signsignAG 2Document

49、 scannerAG 3InvoicingKEYWORDS18As each ad group in Apple Search Ads search results campaigns focuses on a common keyword theme or strategy,you can test different themes with ad variations based on custom product pages for each group.It can be applied to the gaming industry and the photo&video app ca

50、tegory,health&fitness,productivity,and many others.Test keyword themes in generic campaignsCustom Product Page PlaybookExample 2CAMPAIGNSGeneric for FinanceAD GROUPSAG 2AG 3AG 1PaymentsKeyword listbuy cryptohold cryptosell cryptotrade CryptosKeyword listsplit bills track bills manage billsmanage bud

51、getKeyword listsend money send money worldwideaccept paymentspayments onlineBill-trackingCryptoKEYWORDS19Ad relevance is the key to higher TTR and ROAS.With ad variations based on custom product pages,you can boost your app growth by bringing more valuable ads to the audience with lower CPI and high

52、er TTR.Get more customers by launching your new app features,engaging the audience for in-app events at launch,dramatically improving your seasonal promo conversion rate,and generating more revenue.Higher ad relevancy=higher TTR+lower CPT and CPICustom Product Page PlaybookCAMPAIGNSAdd all keywords

53、as negative Exact MatchAdd discovered search terms as Exact Match keywordsAD GROUPSKEYWORDSBrandExact MatchExact MatchExact MatchBroadKWsBroadMatchAllUsersAllUsersAllUsersRet.UsersRet.UsersRet.UsersNewUsersNewUsersNewUsersSearchMatchGenericCompetitorsDiscovery20If you prefer an audience-based accoun

54、t structure,you may also adjust custom product pages to the needs and interests of new and returning users.Retarget your campaigns to your past customers to highlight new features or remind them about your app.Reengage past customers in an audience-based account structureShow your past users what ha

55、s been updated in your mobile app or game.New features,characters,etc.Custom Product Page PlaybookCreate AdMax KamenkovSplitMetrics/Create CampaignCreate AdCancel|HelpContact us 2018 SplitMetrics Inc.All rights reserved.Terms of service|Privacy policyAd Settings The ad has a name and belongs to the

56、one ad group.Each ad group can only have one active custom ad.Your Ad Namead NameAPPApplication NameCustom Product Page ustom product page is used to determine your ad.When users tap this ad in search results,they are taken to the page you selected.Learn moreCUSTOM PRODUCT PAGESYour Custom Product P

57、ageCopy URLIf you already have a custom ad enabled in the ad group,we will pause it.EnabledStatuscreate ads forSelected ad groupsAll ad groups in selected campaignAN_Genric_UK_iPhone,AN_Genric_UK_iPadSetupCreate ad variations in bulk with SplitMetrics Acquire new opportunities for Single Keyword Ad

58、Groups(SKAG)21Creating ads in bulk for different ad groups will be valuable and beneficial for those advertisers who have set up an SKAG account structure in several locations.Custom Product Page PlaybookUse a particular custom product page for several ad groups.Create and edit ad variations and tra

59、ck all the essential data,including post-install metrics all in one place for time-and cost-effective growth.07The value and role of SplitMetrics AcquireThere is no need to switch between several tools when creating and analyzing your ad variations based on custom product pages youve previously set

60、up in App Store Connect.ChartJan 1Jan 3Jan 15Jan 17Jan 19Jan 21Jan 23Jan 25Jan 27Jan 5Jan 29Jan 7Jan 9Jan 11Jan 13$0$5$10$0$1K$2KDailySpendCost per GoalTotal Summary30.45%+1.5%ROAS991,830,260+25%Installs88,234,9650%Sunscriptions$180,260.00+28.5%Spend$203,260.00Revenue$3,2620.3%CPI$24,18+7.2%Cost per

61、 Subscrip.22The Acquire platform is a one stop shop for higher conversions.Discover opportunities that boost productivity with ad creation and editing.Enhance your ad performance with data-driven optimization.Custom Product Page PlaybookWith SplitMetrics Acquire,you can focus on being productive ins

62、tead of being busy!Create and edit ad variations and track all the essential data,including post-install metrics all in one place for time-and cost-effective growth.Lets talk!Compare ads on the chart.Analyze dynamics and compare different ads in one dashboard.23Custom Product Page PlaybookCreate mea

63、ningful customer journeys with our custom product pages services packageGet CPP services98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MB98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MB98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MBGETApp NameDev

64、eloper Name98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MB98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MB98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MBGETApp NameDeveloper Name98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MB

65、98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MB98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MBGETApp NameDeveloper Name98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MB98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MB98k RATINGS

66、4.9AGE RATING9+Years OldCHART#1EntertainmentSIZE156.9MBGETApp NameDeveloper NameHypotheses+technical design assignmentIn-depth Apple Search Ads account analysisProduct,audience and competition researchComprehensive test strategy buildout Design references&recommendationsTechnical assignment for your

67、 designerUp to 5 hypotheses developmentTake a data-driven approach to ad variations by enlisting our experts to check and develop custom product pages hypotheses.GROWTH PACKAGECustom Product Page PlaybookGet your custom product pages designed by SplitMetrics Agency experts.Choose from the packages t

68、hat best fit your needs and budget.Delegate your app growth to our team of leading mobile marketing expertsGet CPP bundle25Full design,development and deliveryDrive installs with custom product pages fully designed by our team to highlight the best features of your app.CREATIVE PACKAGEIn-depth Apple

69、 Search Ads account analysisYour product,audience&strategy researchReview of your design technical assignmentCoordination with you(feedback,revision)UA manager and/or ASO team supportReady-to-use screenshots for your appCustom Product Page Playbook08Step-by-step setup guide:creating custom product p

70、ages for search results campaignsMake sure youve got relevant creatives for custom product pages.Update App Store connect to see the feature.To update it,you can use a link.Keep in mind that this option is available for the Account Holder only.26Define your strategy regarding custom product pages.Al

71、ign Apple Search Ads campaigns with special semantic groups or offers.Connect Apple Search Ads keywords with messages on creatives.Align the visual part and statements on creatives with the visual assets on your app store product page.010203Custom Product Page PlaybookCreate a custom product page.Ke

72、ep in mind you have 35 slots only,but theres an option to delete irrelevant ones.You can create a custom product page based on your current page or set up a new one.Were testing a separate semantic group in Apple Search Ads campaigns in this example.And the goal is to focus on an audience interested

73、 in making new friends and finding new communities.We want to connect keywords,such as meet up,friends,and meet locals to the message on the creatives.Weve got relevant screenshots.Weve chosen an option to create custom product pages based on the current page.2704Custom Product Page PlaybookThe page

74、 is created.28Now you can dive into the page settings and adjust them to your strategy.Change creatives(delete or mix them)or add new ones.Add a relevant promotional text(110 characters).Press the save button.Add the page to review.Weve kept relevant creatives and deleted others as visual noise and

75、distraction.Also,weve added a new promotional text to keep the focus on friendship instead of describing all features the app has.0506Custom Product Page Playbook29Once you get the approval,youre ready to use your custom product pages in Apple Search Ads through the Apple Search Ads interface or via

76、 other channels using the custom link.07Every custom page you create must go through the review process.It usually takes 24 hours,and before that time,you wont be able to make any changes to your assets(screenshots,previews,promotional text).Custom Product Page Playbook09How to get the most of custo

77、m product pages for Apple Search Ads search results campaigns:pro tipsResearch the target audience youre aiming to reach with the help of custom product pages.Focus on understanding their key needs and challenges.Develop and describe hypotheses youre going to test with custom product pages.You shoul

78、d clearly understand the purpose of each custom product page.When developing hypotheses,focus on the 5 Ws:who,what,when,where and why.This will help you understand Who the target user is,What you can offer them,When and Where(in terms of ad placements and geography)you reach out to them.30Expand the

79、 semantic core and test custom product pages for search queries that are similar for different subcategories.Test keywords of apps with mutual audience,similar functionality,related topics.Maksim KasyanikUser Acquisition Team Lead at SplitMetricsCustom Product Page PlaybookDelegate your custom produ

80、ct pages design and development to SplitMetrics experts!get a quote31Create templates for seasonal promo and reuse them.There might be a possible impact on organic rank from paid ads.By bringing more relevant traffic,you can increase the conversion rate and organic rank.So you can find a new room fo

81、r growth by achieving more goals organically while staying within the target budget.Look at custom product pages through the prism of creatives Think how to draw the attention of users:make the creatives self-explanatory,eye-catching,extraordinary.Start with creating 2 or 3 custom product pages.That

82、 should be enough at the beginning.Create your custom product pages from the available screenshots to streamline your workflow.You can just change the sequence and test it.Create keyword groups and improve various metrics TTR/CPT/CPI/CR using custom product pages.Custom Product Page PlaybookSplitMet

83、rics is an ecosystem of enterprise-grade products and services to simplify your way to business success.Reach out to us to discuss your mobile marketing strategy with SplitMetrics experts and book a demo.Learn more about SplitMetrics ecosystem via or get in touch with us at Automate and optimize Apple Search Ads at scaleEnsure app growth at every stage of the lifecycleRun A/B tests,validate ideas&concepts,enhance ASOUnlock app growth