Apple just changed the Game... again
Custom Product Pages just dropped on the App Store!!!
For years, Custom Product Pages (CPPs) were an Apple Search Ads feature. You could align a specific ad with a relevant product page, one tailored to match what the user just searched. And it worked, a lot. I’ve seen CPPs double TTR and CR when the creative fit the keyword.
But now, Apple’s letting us use that same logic organically.
📈 What’s New
CPPs can be used organically, from the keyword field in your app metadata
CPPs must be localized to appear in that market’s search results
Each CPP is now eligible for keyword in organic search
Think of each Custom Product Page as a mini funnel, mapped to a different search intent. Each with its own visuals, messaging, feature emphasis, and all indexable.
Apple gives you up to 35 Custom Product Pages. That’s not a massive opportunity. You can go ultra-granular with your strategy.
Think one keyword, one page.
Use a CPP to highlight a specific feature that users love but never see upfront. Or build one around a single use case that sets you apart. Even better: create a CPP that directly compares your value prop to a competitor’s.
You’re not stuck with one generic page trying to please everyone. You can design intent-matched pages that speak clearly to what users are actually searching for.
🔧 How to Get Started
If you’re already running CPPs in Apple Ads: re-use what’s working. You already have intent-based pages built, you just need to apply them to your metadata keywords.
If not, here’s the playbook:
Audit your keyword list
→ Group by user intent (feature, problem, outcome)
Cluster & prioritize themes
→ Which 2–3 intents could justify a different page?
Build or repurpose CPPs
→ Make visuals and copy clearly match that cluster
Localize properly
→ If you don’t localize, the CPP won’t show in other markets
‼️ Don’t forget: add keywords visually in screenshots when it fits, it helps reinforce intent!
🧠 Why It Matters
ASO is no longer a single metadata set and page. We’re entering the App Store as search funnel era:
Intent → Match → Value → Conversion
CPPs let you create journeys. You meet the user where they are, not where your default page forces them to be.
🎯 In case your missed it:
How (Not Boring) does organic growth: Design × Bundles × Apple Love
(Not Boring) Software is a developer a bit peculiar. They’re showing that good design, smart bundling, and a bit of App Store love can turn boring tools into a sustainable business.
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Super exciting!
One thing you did not mention: now that there are real deep links for CPPs (even if they have limitations given that people need to tap on the open button) you can even have messaging/personalization continuity inside the app.