Sometimes targeting ends with ad creative. By clicking on the ad, the user gets to an app page that is the same for everyone. But not in the App Store and Google Play – there are custom pages.
With these, the targeting continues up to the installation of the app. How exactly this happens and how it’s useful in your affiliate marketing, in this article.
WHAT ARE CUSTOM PAGES FOR AN APP?
Custom pages are different versions of an app page. Each one is “tied” to a different ad creative. Which, in turn, is aimed at a specific segment of the target audience.
This personalizes not only the ad, but also the application page itself. Interest is piqued even after the transition, and the likelihood of a targeted action increases. App promotion becomes more effective.
How exactly pages are personalized depends on the app store. In the App Store, they are differentiated by screenshots, videos, and descriptions of the app. On Google Play, the personalization is deeper. In addition to screenshots and descriptions, different icons and app names are created for each page.
In both stores, the privacy rules and app category are the same in all versions. But the link to each page will be separate – to attach it to the corresponding ad.
HOW CUSTOM PAGES ARE USEFUL?
Let’s break down what features can be displayed on an app page.
The first (bad) option: you show what seems important to you. There is a high risk that your preferences do not coincide with the interests of the user who came for the ad. He may think he got to the page by mistake and change his mind about downloading the application. The ad is shown, there is a link, but there is no result. The budget is wasted.
Another (also bad) option: show all the features. The page is overloaded, you want to close it right away. Users don’t find the features they need, they can decide they’re not here, and leave. Again, the budget is wasted, and the audience is not growing.
The third option (the best): to show the features that are useful for a particular user, suited to his interests and habits. Custom pages are used for this purpose.
The user sees screenshots and descriptions that cover exactly his pains and needs. The likelihood of a targeted action increases, and promotion becomes more effective. The advertising budget pays off quickly, you make a profit sooner. Part of that profit can be invested in scaling – and attract even more revenue and users.
There is also the opinion that custom pages are useful for A/B testing. The analytics are separate for each version, and the metrics can indeed be studied and conclusions drawn. But for full-fledged testing, custom pages are not suitable.
The point is that they are accessed only through a link contained in an ad. Organic traffic does not count. This includes those who viewed the ad and then entered the name of the application into the search engine.
If more organic traffic clicked on one of the custom pages than the ad traffic, its effectiveness will be underestimated compared to other versions. So, the comparison is incorrect and the A/B test is unreliable.
HOW TO SET UP CUSTOM PAGES?
Divide your target audience into segments. For each segment, create descriptions that address exactly its pains and needs. Pick appropriate screenshots and videos. If you’re promoting on Google Play, you can additionally personalize icons and app names.
You’re promoting an online course app. One segment is people who want to develop software. The message of the creatives is: “learn the development profession.”
Through targeting, the ad “finds” a person who dreams of creating software. Your creative closes his need, and the user goes to the application page.
Like the ad, it is fully tailored to his interests. The description talks about the app’s ability to learn programming. Screenshots show the development course interface. You re-close the user’s needs and finally convince them to download the app.
On the App Store, you can create up to 35 different pages. On Google Play, up to 50. With that many, it’s easy to reach most segments. The main thing is that the cost of custom pages (time, designer’s fees) must be recouped by their effectiveness.
HOW TO MEASURE THE EFFECTIVENESS OF CUSTOM PAGES?
To understand whether custom pages are effective, their performance should be compared with the “normal” promotion. Therefore, first of all, test the advertising campaign with a standard page only.
Study the conversion rate, Retention Rate, the number of internal events. After the test, create several versions of the page and “tie” each one to the appropriate creative. (Don’t be tempted to create 35 or 50 versions at once – you risk wasting too many resources and not recouping them).
Select one of the segments. Compare the metrics of its custom page and the “standard” (necessarily by the same number of impressions). If the personalized version performed better – for this segment, the custom page is effective.
As long as there is promotion, gradually add custom pages to each segment and compare the figures with the “standard”. If they are higher – leave them and create more.
Take your time and keep watching each new version. There’s always the possibility that the spike in conversions was influenced by other factors (trends, declining competition, ad creative, and so on). Therefore, the numbers may decrease over time.
And most importantly, keep watching your target audience. At any moment, there could be new segments as your app scales and grows.