How to Use Custom Product Pages to Lower Apple Search Ads Costs

coming up you're gonna see the power of custom product pages not just for apple search ads but for your organic keyword rankings as well stay tuned what is up app nation it is your boy steve p young founder of masters.com and in this video we're gonna really break down apple's new feature called custom product pages how you can use it to really decrease your cost per installs for a particular keyword and how it ties in to that keywords organic rankings joining me today is emery voltage of mobile action and search ads.com and we really get into the weeds of how to properly set up custom product pages because i did it all wrong when i first tested out and that's probably why i didn't see any improvements but he firmly believes in using these custom product pages so he's going to break it down we're going to get into the weeds you're going to learn a ton and hopefully start using them to lower your

cost per installs now let's get to it all right i do want to talk about uh custom product pages uh moving forward a little bit um since it's something that you know people are testing out and seeing and why i'm you know including this on the aso asa side of things you know custom product pages definitely as a paid user channel but the kind of concepts that we know and the kind of good you know the best practices that we have on the aso side especially when it comes to screenshot icon optimizations is applicable here right so what we are going to be able to do through custom product pages we have 35 different variants that we can run in you know the particular groups that we mentioned earlier on so we're able to create intent based product pages this is something that is gigantic and has a great impact you know we've seen the we've seen the effects there like from from one of the previous examples that

we're looking at custom product page implementation suddenly resulted in a massive uplift in tap through rates and conversion rates for some of these clients it's super important to be utilizing these features and this is something that is very very useful when you're using you know utilizing apple storage as if you do this right guaranteed your conversion rates are going to be increasing guaranteed your tattoo rates are going to be increasing and understandably your cpas are going to be going down who doesn't want that right so this is this is something that we have and one example that i want to you know leave you off of here for the cpps you know this is a app that we have in the finance category and this is the kind of you know better results that we were able to see almost a 300 percent uplift in install to impression ratio 18 increase in conversion rates 235 increase in tap through rates and an

overall decrease of 26 in terms of cpa so this is just one example of course these results can vary from you know person to person but there hasn't been one case where we did this right and it did not improve these results so simply because why is the cpa getting affected because even if we have a set amount of impressions the conversion rate is higher getting more installs with the same traffic is costing us less to get those kind of people um the the the particle users potential users that might be coming in so this is the result that we've been seeing this is what we've been seeing so far when it comes to apple storage as an aso definitely look into um conversion rates and tap through rates those are something that people neglect a lot and yeah when you're youtubing utilizing apple searches you have control over the entirety of this i love it hey one thing i want to mention is for those who are

not familiar with these some of these terms tap through rates it's just taps over impressions and we're talking about conversion rates here it's taps taps to installs so we're not talking about install you know when people think about conversion it's not like subscription revenue all that stuff so it's taps to installs it's like the relevancy right like i'm tapping your ad i'm actually gonna download your app so the higher the conversion rate the better it is for you and you don't want to keep paying for taps because that's how you're paying for them you're paying for the taps and so you want a really high conversion rate hey emery i want to pause a little bit so when you're talking about custom product pages is it a simple let's just say this finance app and let's use the money management as an example so we have terms around money management and so we have screenshots that talk more about money management

for example money management have that as a first screenshot budget tracker expense tracker all that stuff is as simple as just the words are you doing anything else in terms of colors and all that stuff is it just the words and moving over different screenshots to the first three and is that what you guys are doing for this finance it's it's what we're suggesting of course when it comes to you know driving this kind of intent right what we're trying to do like we said you know going over with the money management and the budget tracker and you know um those kind of things we try to include we do suggest you know have images in there um that are going to be relevant to this particular term as well that don't like necessarily go ahead and have the exact same structure and just change the the wording in those screenshots but definitely do take the extra step and you will see the rewards of that as well by you know customizing

basically thinking over this think of your app as a money management and budget tracker only how would you make your screenshots how would you make your icon right how would you create these um structures descriptions that's the kind of mentality that you should be having and that's how you should be you know moving forward when you're creating these custom product pages because that's the target that you're trying to achieve right so for someone who's searching for that app through and seeing your custom product page that's what you're trying to tell them i'm great in these see what i can do here are all of the stuff that i'm able to do here's all of the nice images here are all of the nice words that you were looking for and they're like okay great i found the exact perfect thing that i was looking for in the app store and they're happy and you get a user and you get a user for a significantly lower cost 26 like we've

seen in the finance category you know yeah just going you know building up on that example let's go back to the health and fitness side if somebody was tracking you know looking for um weight loss right calorie tracker weight loss you know cardio exercises etc those are the things that that person is looking for not necessarily having a six-pack straight away or maybe building and bulking right um like some someone who is doing bodybuilding would be doing and not someone who's doing bodybuilding and in the bulking season would be looking at great cardio exercises right so that's how you should be aiming it whatever the intent is that you have in that particular group that's what your app is trying to tell them you know the user that comes in you're basically trying to tell them okay this product is great for these according to that intent so that's what you should be doing so essentially

create brand new screenshots all right is that what you're saying like brand new presents physically for this it will be the best okay let's practice one thing i want to talk about with the custom product pages is what's the best way to set up these custom product pages so for those who aren't familiar it's it's you can create a custom product page you can actually link it up to apple search ads we have one client where we're running the normal campaigns with the the basic default images and then i paused that campaign created a custom product page campaign now if i remember correctly the custom product pages have to be in a particular ad group and so i ended up pausing it creating another campaign and then creating the three different ad groups for the different sort of categories and so just moving images around and highlighting some of the different features that were specific to the keywords

i actually didn't see a huge improvement and maybe it's just because i set up the campaigns wrong but how do you guys go about using custom product pages if you already have an existing campaign that's running right cool that's a great question so one of the things that i really do want to talk about here is what you did mention pausing and restarting campaigns this is going to be like a little bit of a pro tip when you do that on apple side they don't really treat you well when you do that so it's not um like a okay well let's continue where we left off kind of improvement and like performance when you see the kind of pause and start what we do uh especially with our clients right now what we're doing when we're setting up these campaigns we do it from scratch we do it maybe in three months in the future six months in the future we're going to be basically doing a custom product page for this particular ad group and we

create our ad groups under the specific campaigns that we have let's say in this case like the generic campaign we create certain groups according to intent and then we set it up according to that but like you know from the question and from your point of view what do we do with an existing campaign right i would already assume when you're doing apple searches i would already assume that you're grouping certain groups of words according to you know a certain metric or it's like his specification right it could be that you have a health and fitness app you have a group of words that you're targeting for weight loss there is a group of you know words that you're targeting for muscle gain etc and stuff like that so through that through those ad groups that we have what we will be doing is you know implementing that according to the intent that we see for the majority of the keywords there and that's how we'll be implementing

those particular um images in in those particular ad groups to see the kind of improvement there because unless we match up the keyword the search intent with the creators itself it's not going to be working really well understandably so yeah stupid mistake don't start and pause we actually did that for the client the the thing that we generally do maybe this is the bad approach and reese i want to clear this up too is i've always just put bucketed all our exact match campaign keywords into one ad group i've never broken it out so that's how i've been doing it and that's why i felt like i needed to pause they weren't in specific ad groups they were just all bucketed into the exact match campaign and exact match ad group and so that's how i've been doing it are you saying that's not the right way to do it then not necessarily i would definitely go with a very simple structure go with branded terms generic terms competitor

terms and have a discovery campaign when you're creating those campaigns do it with those for granule approach because if you mix and match all of those terms together like for example you're going to have a campaign and have all of the exact matches in and then you're going to say oh great my cpa is like a dollar only but you're going to notice that 75 of the spend that's coming in through that campaign is going to be for your branded term and if that's the case then understandably you're receiving we do have brandon up somewhere else but i'm saying like in terms of when you were back to your weight loss it wasn't like weight loss it was weight loss muscle gain all in one ad group versus do you say branded should be in its own campaign so just want to clear that definitely okay great great i was i wasn't scared of it at that point but yeah that's a great mistake all right okay cool so so for for the

generic side definitely you know i do understand apple said that but you know even when you do this according to intent i keep it in this mind when you have a certain product out there a certain app out there you want to be targeting certain people according to what they want to be finding in the app as well right that's their intent that's what they want to do so when you have that kind of granular approach to you know your user base and your potential user base then you're able to track what is performing well what is not performing well when it comes to you know the features that you have within the app as well like i said going on with the health and fitness example here maybe weight loss is you know significantly better performing why maybe your health you know um fitness side and weight loss kind of section of your app is significantly stronger than the competition muscle gain is not

performing that very well maybe because it's within the app that there is the issue the muscle gain side is not working that very well that's not generating that much revenue so when you have your own app and when you have you know you're looking at in this kind of view you kind of group the kind of people that are coming in as much as possible to have a better idea and a better sense of you know who's going to be coming where what kind of cost is coming from you know for my side what kind of cost am i facing for these kind of particular groups and it's like is it a good idea to focus on this or not you have a suggestion on what's the best way so let's say i'm like oh shoot i just learned this from memory i have to change my campaign structure now do i take the existing campaign that i have with all the exact so these are like competitors and generic terms and then pause that campaign do i pause that ad

group create those different ad groups would you suggest what i would definitely do rather than doing it all at once um just to prevent that kind of you know sudden change what i would be doing is if you have you know multiple different aggregates with you know multiple different keywords under those ad groups i would definitely be pausing that group pulling those keywords in putting it into one section running that for a while so it starts to you know catch up to where it left off you know notify the kind of changes that i had from before then continue on doing it according to that and you know basically creating that structure one by one if i do it the other way suddenly you might be faced with really unrealistic and you know something that you're not very used to metrics that you're seeing on the platform you know conversion rates could be going down your cpa levels could be jumping really high up your impressions

could be going super low which is going to be affecting everything else as well right so the best kind of approach that i would have there is slowly but surely steadily moving over to that next site that's why i love doing this because i'm like oh shoot i messed up that's what my big thing was now i'm like super excited about for me after this i'm super excited about custom product pages especially for like bigger clients where we're running a lot of budget for i'm like oh man now i got to go back and really study how to properly set it up so i don't just pause this campaign and i gotta really you sold me on these ad groups man i thought they were just more difficult to manage apple's like just combine them all to one which is way easier to manage now i'm kind of like oh shoot i probably should separate them into the different ad groups so that we can see you know like the money management money

management versus receipt scanner versus invoicing have those different keywords in the different ad groups as well henry if the audience wants to connect with you in any other way do you want to send them anywhere else yeah absolutely um you can find me on linkedin if you want to send me a message if you want to get more details on that definitely you know find me up and you can add me in there you can you know reach me out through my emails and yeah basically if you just go into the website click on you know the little chat box there and write something there i'm probably going to be seeing it oh yeah right here huh yeah yeah just right there and say like i want to talk to you emre and i will be responding to you like a magician ruiz is great as well so really great team from mobile action go check him out is mobile action dot co every thank you so much for coming on and doing this yeah absolutely very very nicely you

know be on the show so great to be here too thanks thank you guys for watching and i'll see you on the next video