When someone searches the App Store for “budget planner” and lands on a page that talks about “investing”, many of them leave. Custom product pages fix that mismatch by letting you show different screenshots and copy for different searches.
What a custom product page is
A custom product page is an extra version of your App Store listing with its own screenshots, app previews and promotional text. You can link a page to specific ad groups in Apple Ads, so each group of keywords sees the most relevant version of your app.
Step 1: group your keywords by intent
Start with your search term report and group keywords by what the person wants, not by match type.
- Brand: people already looking for your app.
- Category: people looking for any app like yours.
- Problem: people searching for a job to be done, such as “track spending”.
- Competitor: people searching for another app by name.
Step 2: build one page per intent group
Each page should answer the search in the first screenshot. If the keyword group is about saving money, the first screenshot should show saving money, in plain words, with the product on screen.
A simple checklist for every page
- The first screenshot repeats the searcher’s words.
- The second screenshot shows the result they want.
- Social proof or ratings appear early.
- Promotional text matches the ad group theme.
Step 3: connect pages to ad groups
In Apple Ads, create ad variations for each ad group and select the matching custom product page. Keep your default page running in a control ad group so you can compare.
Step 4: measure and keep the winners
Compare tap-through rate, conversion rate and cost per acquisition against the default page. Keep pages that win, rewrite those that do not, and add new pages as new keyword themes appear.
| Metric | What it tells you |
|---|---|
| Tap-through rate | Whether the ad and keyword match |
| Conversion rate | Whether the page convinces people to download |
| Cost per acquisition | Whether the whole setup pays off |
Need help planning pages for your keywords? See how our Apple Ads team works.
