A major new feature has arrived on the App Store! You can now add keywords to your custom product pages.

During the Apple Worldwide Developers Conference in June, Apple announced that it would soon launch several new features, including the highly anticipated feature of "Adding keywords to custom product pages."

According to Apple, after the launch of this feature, developers will be able to "assign" keywords to each custom product page in App Store Connect. And once keywords are "assigned," the custom product page will appear in the search results for these keywords.

Today, Qimai Research Institute found that this feature has been officially launched!

Custom Product Pages (CPP) can now appear in App Store search results!

First, let's review the core value and original usage channels of CPP.

Custom Product Pages (CPP) are alternative versions of the default App Store product pages. Developers can create up to 35 sets of CPPs, each of which can include unique screenshots, promotional text, and App previews to accurately convey specific features, events, characters, or seasonal content.

Since its launch, this feature has mainly been used in two channels: one is as promotional materials outside the App Store (at this time, the custom product page cannot appear in searches, but can be used in marketing activities or targeted at specific audiences through the URL link provided for each page), and the other is as advertising materials for Apple Ads. However, this situation will change, and CPP will have a new exposure channel.

After keywords can be added to custom product pages, the custom product pages with added keywords will appear in the organic search results for these keywords.

You can now "add" keywords to each custom product page in App Store Connect as of today

Currently, the feature of "Adding keywords to custom product pages" has been officially launched! It is reported that the keywords that can be added to custom product pages come from the keywords of the latest approved App version. That is to say, we cannot "randomly" create keywords for custom product pages. Instead, the App Store Connect backend intelligently generates them based on the keywords of the latest App version, and developers can select and assign them to specific custom product pages.

Additionally, there are several points that are also very worthy of attention:

① If the custom product page has passed the review, the custom product page with assigned keywords can be directly set to go live without further review (because the latest version of the App and the custom product page have already passed the review).

② After assigning keywords to a custom product page, it will only appear in the search results after the product page has passed the review and is set to go live. When the App appears in the search results for these keywords, the custom product page will be displayed instead of the default product page.

③ The App Analytics section in the App Store Connect backend will show the search traffic for each custom product page.

④ You can select keywords for different language types.

⑤ The official recommends assigning unique keywords to each custom product page, which is beneficial for displaying the most relevant content in the search results for that keyword.

Impact on App promotion

① Break the limitation of only displaying one set of materials in the App Store organic search

Previously, only one set of materials could be displayed in the App Store organic search. After the launch of this feature, different product pages can be set for different keywords (product pages displaying different features or content) to attract specific groups of people to click and download, thereby increasing the download conversion rate.

② Test the customer acquisition effect for free in advance and empower Apple Ads advertising

Additionally, after setting specific keywords for a custom product page and launching it, we can view the search traffic of the custom product page in the [Analytics] section of the App Store Connect backend and track subsequent download and other behaviors. After comprehensively analyzing which combinations of keywords and page types can bring better conversions, the combinations with good traffic effects can be used in Apple Ads campaigns.

Conclusion

After testing by Qimai Research Institute, this feature has been fully launched in both domestic and overseas markets. According to the official introduction, the keywords available for CPP come from the Keywords (keyword area) of the latest approved App version. If you want to try this feature and set specific keywords for a set of CPP, it is recommended to focus on optimizing the Keywords area. Additionally, in the Chinese language, if no punctuation is used in the Keywords area, it may be generated as a single word. It is speculated that this phenomenon may change as the algorithm is adjusted.

For App developers seeking refined operations, it is recommended that you pay close attention! In the future, Qimai Research Institute will continue to follow up on the latest developments of this feature and share and discuss them with you in a timely manner!

This article is from the WeChat public account "Qimai Research Institute" (ID: Qimaiyanjiuyuan), written by Chengzi, and published by 36Kr with authorization.