Ad variations using custom product pages
In a mobile marketing landscape marked by rising user acquisition costs, advertisers are constantly seeking strategies to maximize the return on every ad click. One high-impact approach is leveraging custom product pages in Apple Ads. They go beyond your standard App Store listing, featuring alternative previews, screenshots, deep links and promotional text to address specific user intents.
By creating ad variations based on custom product pages that match a particular keyword theme, you can show users exactly what theyâre looking forâand increase the likelihood of converting impressions into downloads.
The benefits of custom product pages donât end with paid traffic. When consistently offering relevant, high-quality app experiences, you can also see a positive lift in your ASO performance. High-conversion pages have been linked to stronger organic rankings, effectively multiplying the impact of your custom product page strategy.
With inflation and competitive pressures putting upward pressure on UA costs, advertisers can improve ROAS and create customized user journeys while being relevant to their audiences by employing a clever custom product pages strategy.
- In 2024, the conversion rate for custom product pages increased to 55.87% in 2024 from 42.13% in 2023, showing a notable improvement in conversion. This change suggests that advertisers refined ad strategies to capture high-intent users better.
- Surprisingly, while the average CPT increased from $2.04 in 2023 to $2.56 in 2024, CPAs showed an improvement compared to average of $4.83 in 2023 as the average CPA for custom product pages resulted at $4.58, showing that advertisers have been able to generate more conversions with lower costs in 2024.
- In 2024, impressions for custom product pages showed an increase of 13.6% from 5.77B in 2023 to 6.56B. This growth suggests that advertisers are increasingly leveraging custom product pages as a strategic tool for app discovery.
- Taps on custom product pages demonstrated a decline from 120M in 2023 to 93M in 2024, reflecting a shift in user engagement. So, if the advertisers notice a declining trend in taps on custom product pages, they should consider optimizing their creative messaging and call-to-action strategy to encourage higher engagement.
- Installs for custom product pages show a slight increase to 52.4M in 2024, compared to 50.9M in 2023. The ongoing upward trend in installs shows that the right users are being exposed to custom product pages and responding well to better user journeys.
- Ad spend on custom product pages remains stable, decreasing slightly from $246.44M in 2023 to $240.14M in 2024. The combination of stable spending and increased installs signals stronger campaign optimization and better return on ad spend.
- Per MobileActionâs Apple Ads data, it can be seen that the taps on custom product pages have decreased while installs have remained stable with a slight increase, this suggests that the ads are reaching higher-intent users who are more likely to install after tapping. In other words, unnecessary taps may have decreased, leaving only users with a stronger likelihood of converting. This highlights how well-designed custom product pages may have played a role in improving conversion rates by effectively aligning with user intent and engagement.
The data in this report has been gathered using MobileAction and SearchAds.com tools.*
