How to Make the Most of Ad Variations using Custom Product Pages

Unlock all the potential for your Apple Search Ads optimization with ad variations using custom product pages.

Ad variations using custom product pages are finally available in the SplitMetrics Acquire platform. Create additional ad variations of your App Store custom product pages and test them in SplitMetrics Acquire. In this post, we’ll explain how you can deliver more relevant search results ads to users with ad variations and SplitMetrics Acquire.

The SplitMetrics Acquire platform supports displaying ad variations using Apple Search Ads custom product pages that have recently been created on the App Store and have been through the review process. You can see all the data from the ad group in one dashboard:  impressions, taps, downloads, TTR, CR, cost per acquisition, spend. 

Your new Ads dashboard will display Apple Search Ads statistics for ad variations and enable you to filter data by ad group, status, storefront, etc. 

Starting from now, UA managers can use custom product pages they previously set up in App Store Connect to create ad variations using Apple Search Ads and SplitMetrics Acquire (and make sure to check our Apple Search Ads guide). This integration replaced Creative Sets, but you will be able to see the historical data from your Creative Sets for the last 30 days in our new Ads dashboard.

Each ad variation should match an ad group. Ad groups may include various keyword themes in the semantic-based account structure. Create ad variations specifically for each keyword theme – thus highlighting different features or content. Or use ad variations for your segmentation based on the audience or interests. 

Note that only one ad variation using a custom product page can be enabled per ad group, except for the Default product page for users with iOS versions earlier than 15.2.

As custom product pages are available for users with iOS 15 and later, creating custom product pages is not mandatory. Metrics for users who cannot see ad variations using custom product pages will roll into the Default Ad.

Here are a few tips on how to use custom product pages for Apple Search Ads optimization:

• align a specific visual asset and message with a separate semantic of keyword group; 
• align a specific visual asset and message with the target audience (gender and age, new users, or returning);
• align a specific visual asset and message in terms of audience segmentation (based on product analysis).

Pro tips for more efficient work with ad variations using custom product pages:

• Start from 1-3-5 custom product pages at the beginning. 
• Create your custom product pages from the available screenshots to streamline your workflow.
• Redistribute existing screenshots or create new ones to increase the number of ad variations. 

Talk to our experts to learn more and make the most of ad variations using custom product pages and SplitMetrics Acquire.