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Create additional versions of yourApp Storeproduct page, each of which highlights a feature or specific content, then share a page’s unique URL in your corresponding marketing efforts.
Overview
You can create additional versions of yourApp Storeproduct page oniOS 15andiPadOS 15or later to showcase different features or content within your app — such as a particular sport, character, show, or gameplay feature — and share them with different audiences through unique URLs. You can also use these pages to showcase seasonal or culturally relevant content. Each custom product page can include screenshots, promotional text, and app previews that are different from those on your default product page.
Configuring inApp Store Connect
When creating a custom product page inApp Store Connect,you can choose to start with a copy of your default product page or a blank page. You can then customize screenshots, promotional text, and app previews for any of your page’s localizations. Any metadata you provide must be submitted for review, which you can do independent of an app update. You can also use theApp Store Connect APIto automate metadata upload and submission for your custom product pages. You can have up to 35 custom product pages per app published on theApp Storeat a time. For a smooth review experience, make sure yourscreenshotsandapp previewsfollow the specifications and that all metadata follows theApp Store Review Guidelines.
Marketing custom product pages
Once you’ve created a custom product page, you can use its unique URL to share it through your marketing efforts, such as social media advertising or promotional communications. For example, you can promote a sports team in an email campaign and link to the custom product page that highlights that team. The unique URL adds a new product page ID parameter to the default product page URL. For example:https://apps.apple.com/us/app/mountain-climber/id12345678?ppid=45812c9b-c296-43d3-c6a0-c5a02f74bf6e
Custom product pages don’t appear when someone searches for your app or game on theApp Store(except as a search results ad that you created with AppleSearch Ads).However, they may appear in editorially curated selections on the Today, Games, and Apps tabs.
Advertising networks can also use custom product pages in StoreKit-rendered advertisements. They’ll use the custom product page ID as thecustomProductPageIdentifierwhen usingSKOverlay, or as theSKStoreProductParameterCustomProductPageIdentifierwhen usingSKStoreProductViewController.
Apple Search Ads lets you create Today tab ads and search results ad variations based on your eligible custom product pages. Tailor ad messaging and images for different audiences, feature launches, or seasonal promotions when you set up your campaign.Learn more about AppleSearch Ads.
Measuring success
Once your custom product pages are live, you can measure their performance in AppAnalytics inApp Store Connect.Under the Acquisition tab, you’ll see product page impressions, downloads, redownloads, and conversion rates to understand how effective each page is at encouraging app downloads. You can also view retention data and average proceeds per paying user for each custom product page. Additionally, you can compare the performance of your custom product pages against your default product page, and see whether people who downloaded your app from a custom product page stay engaged longer or spend more on in-apppurchases.
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Developers will also gain new flexibility to manage pricing globally
Apple® today announced the most comprehensive upgrade to pricing capabilities since the App Store® first launched, providing developers with 700 additional price points and new pricing tools that will make it easier to set prices per App Store country or region, manage foreign exchange rate changes, and more.
Since the App Store’s inception, its world-class commerce and payments system has empowered developers to conveniently set up and sell their products and services on a global scale.The App Store’s commerce and payments system offers developers an ever-expanding set of capabilities and tools to grow their businesses, from frictionless checkout and transparent invoicing for users to robust marketing tools, tax and fraud services, and refund management.
Pricing has been foundational to these capabilities, enabling developers to choose from a variety of business models, such as one-time purchases and multiple subscription types. These new pricing enhancements will be available for apps offering auto-renewable subscriptions starting today, and for all other apps and in-app purchases in spring 2023, giving all developers unprecedented flexibility and control to price their products in 45 currencies throughout 175 storefronts.
Under the updated App Store pricing system, all developers will have the ability to select from 900 price points, which is nearly 10 times the number of price points previously available for most apps. This includes 600 new price points to choose from, with an additional 100 higher price points available upon request. To provide developers around the world with even more flexibility, price points — which will start as low as $0.29 and, upon request, go up to $10,000 — will offer an enhanced selection of price points, increasing incrementally across price ranges (for example, every $0.10 up to $10; every $0.50 between $10 and $50; etc.).
In each of the App Store’s 175 storefronts, developers will be able to leverage additional pricing conventions, including those that begin with two repeating digits (e.g., ₩110,000), and will be able to price products beyond $0.99 or €X.99 endings to incorporate rounded price endings (e.g., x.00 or x.90), which are particularly useful for managing bundles and annual plans.
Starting today, developers of subscription apps will also be able to manage currency and taxes across storefronts more effortlessly by choosing a local storefront they know best as the basis for automatically generating prices across the other 174 storefronts and 44 currencies. Developers will still be able to define prices per storefront if they wish. The pricing capability by storefront will expand to all other apps in spring 2023.
For developers distributing their apps around the world, the App Store’s global equalization tools have given them a simple and convenient way to manage pricing across international markets. Today’s enhancements expand upon these capabilities, allowing developers to keep their local currency constant in any storefront of their choice, even as foreign exchange and taxes fluctuate. This means, for example, a Japanese game developer who gets most of their business from Japanese customers can set their price for the Japan storefront, and have their prices outside of the country update as foreign exchange and tax rates change. All developers will also be able to define availability of in-app purchases by storefront.
Periodically, Apple updates prices in certain regions based on changes in taxes and foreign exchange rates. This is done using publicly available exchange rate information from financial data providers to help ensure prices for in-app purchases stay equalized across all storefronts. Currently, developers can adjust pricing at any time to react to tax and foreign currency adjustments. Coming in 2023, developers with paid apps and in-app purchases will be able to set local territory pricing, which will not be impacted by automatic price adjustments.
These newly announced tools, which will begin rolling out today and continue throughout 2023, will create even more flexibility for developers to price their products while staying approachable to the hundreds of millions of users Apple serves worldwide, and in turn help developers continue to thrive on the App Store.
Understand where your ad can run on the App Store
Apple Search Ads Advanced offers four different ad placements to help you drive visibility and downloads of your app on the App Store:
Today tab
Search tab
Search results
Product pages — while browsing
These placements help you promote your app throughout the App Store user journey. Here’s more information about each placement option:
Today tab ads let you reach people with high-impact creative on the front page of the App Store, where users start their visit. The ad creative for this placement is based on a custom product page you set up in App Store Connect, and must be approved for advertising before your ad can run.
Search tab ads let you reach users before they search for something specific, with an ad that appears prominently at the top of the suggested apps list on the Search tab.
Search results ads let you reach users when they search for something specific, with an ad at the top of relevant search results. To match your ad with potential customers’ search terms, you can choose your own keywords or use the ones we suggest. Matching is based on a direct signal of customers’ intent — their search query.
Product pages — while browsing ads let you reach people while they browse apps on relevant pages across the App Store, whether their journey started on the App Store or from an outside link. When interested users have scrolled to the bottom of relevant product pages, ads appear at the top of the You Might Also Like list.
Below are some additional details on the similarities and differences between ad placements:
Ad Placement Features
Available in 61 countries and regions (including mainland China)Search results placement only
Available in 60 countries and regions only (except for mainland China)Today tab, Search tab, and product pages placements
Cost-per-tap pricing modelAll placements
Daily budgetAll placements
Optional audience settingsAll placements
KeywordsSearch results placement only
Bid insightsSearch results placement only
Custom product page integrationSearch results and Today tab placements
Ad variations based on custom product pagesSearch results placement only
RecommendationsSearch results placement only
Custom reportsAll placements
Campaign Management API supportAll placements
Apple Ads Attribution API supportAll placements
Budget ordersAll placements
How ads are created
Ads are created using the metadata and assets you already uploaded in App Store Connect.Search tab and product pages ads feature your app name, icon, and subtitle. Today tab ads are created using a custom product page you set up in App Store Connect. For search results ads, you can create a default ad that’s based on your app’s product page, or you can create ad variations from custom product pages you set up in App Store Connect.
All ads have a blue background and ad disclosure icon.
As of this year’s second quarter, more than half of U.S. App Store spending comes from non-game subscription mobile apps, according to mobile tracking firm Sensor Tower.
The quarter was also notable in that it marked the first time the firm’s tracking has shown a decline in overall U.S. consumer spend on apps.
Spending on non-games in the U.S. App Store exceeded that for games for the first time in May. By June, 50.3% of spending came from non-games. That’s up from 23.8% in January 2014.
Five years ago, games accounted for more than two-thirds of total spending in the store. Spending on non-games has grown at more than twice the rate as games, with non-games achieving a compound annual growth rate of 40% since June 2014, compared to less than 20% for games.
The mobile market “has changed drastically from the early days when consumers were less willing to spend on subscriptions or other in-app purchases outside of gaming,” notes the report. “While overall mobile spend in the U.S. has started to slow, spending outside of games has continued to climb rapidly, greatly outpacing the spending growth in mobile games.”
The rise of the subscription model on the App Store and the shift in consumers’ willingness to make purchases on their phones have helped hundreds of apps find success in the U.S.
Four hundred different apps attracted at least $1 million in consumer spending in Q2 2022, with the vast majority relying on subscriptions as their primary in-app purchases. Further, 61 App Store apps had at least $10 million in U.S. consumer spending — more than the number that had $1 million as of Q2 2016. The number of apps achieving $50 million in a quarter has also risen seven times.
Still, after seeing strong growth at least since 2015, overall U.S. spending declined year-over-year for the first time in May 2022, “as the market corrected to the atypically high spend seen in the early months of the pandemic,” explains the report.
Spending spiked in April 2020 at the start of the pandemic. Year-over-year growth jumped from about 20% to 30% in 2019 to 35% to 55% for the next 12 months.
But following the huge spike in mobile spend in 2020, consumers have started to shift spending back to other activities, like travel and restaurant dining.
Nevertheless, U.S. mobile app spending in Q2 was still up 71% compared to pre-pandemic Q2 2019
Upcoming Policy Changes
News from the Google Play Store
Effective September 30, 2022
We’re adding new guidelines to ourAds policyto improve the in-app user experience and to prohibit unexpected interstitial ads, inspired by theBetter Ads Standards – Mobile Apps Experiencesguidelines.
Effective August 31, 2022
We’re updatinghealth misinformationguidelines to state that we don’t allow apps containing misleading health claims that contradict existing medical consensus, or that can cause harm to users.We’re updating ourImpersonation policyto clarify that the policy prohibits impersonation of other entities or organizations. We’ve also added some new examples regarding app titles and icons.
Effective September 30, 2022
We’re updating ourSubscriptions policyto state that users must be able to easily cancel their subscriptions from within the app.
Effective November 1, 2022
We’re updating ourFamilies Self-Certified Ads SDK Programto require that self-certified ads SDK providers must submit new policy-compliant, self-certified versions and a test app to remain in the Families Self-Certified Ads SDK Program.Learn more about Families Self-Certified Ads SDKs.We’re updating our existingstalkerwareguidance with a monitoring apps flag “IsMonitoringTool” for all legitimate monitoring applications. All apps that use this tool must also disclose monitoring or tracking functionality in their Google Play store description.
New examples and clarifications
Additionally, we’ve added new examples and clarifications to some of our existing policies. Because these policies aren’t new or updated, our enforcement standards and practices for these policies remain the same.
We’re clarifying ourChild Endangerment policyto reinforce that we prohibit the use of apps to endanger children, including the facilitation of child trafficking, grooming, and sextortion.We’re clarifying ourFamilies Data Practices policyto state that apps that solely target children must not transmit Android advertising identifier (AAID), SIM Serial, Build Serial, BSSID, MAC, SSID, IMEI, and/or IMSI. Apps that target both children and older audiences must not transmit AAID, SIM Serial, Build Serial, BSSID, MAC, SSID, IMEI, and/or IMSI from children or users of unknown age.
We’re consolidatinghealth and medical-related policiesinto an easy-to-navigate page.We’re clarifying ourAds policyto emphasize that ads and their associated offers served in your app must be consistent with your app’s content rating.
We’re clarifying ourAds policyto state that the Ad ID may no longer be connected to a persistent identifier or personally-identifiable information for any purpose including analytics purposes.We’re clarifying theMade For Adsguidelines under our Spam policy to prevent apps from displaying interstitial ads repeatedly to distract users from engaging with an app and performing in-app tasks.
We’re moving country-specific guidelines from ourReal-Money Gambling, Games, and Contests policypage to a link on our Gambling Application Formfor easier reference.We’re clarifying oursensitive eventsdefinition and examples under the Inappropriate Content policy to state that we don’t allow apps that capitalize on or are insensitive toward a sensitive event with significant social, cultural, or political impact (for example, civil emergencies, natural disasters, public health emergencies, conflicts, deaths, or other tragic events).
We’re clarifyingPrivacy Policyguidelines under our User Data policy to state that all apps must post a privacy policy link in the designated field within Play Console and a privacy policy link or text within the app itself.
We’re also specifying that privacy policies must be publicly accessible and non-geofenced.Learn more about adding a privacy policy.
Before releasing your app on the App Store for the first time, you can choose to offer it as a pre-order. Customers can see your product page and order your app before it’s released for download. Once your app is released, customers will be notified and your app will automatically download to their device. For paid apps, customers will be charged before download.
Free or paid apps on all Apple platforms are eligible to use this feature. In-app purchases cannot be set up for pre-order, but you can set up your in-app purchases, including promotional metadata, in App Store Connect prior to and during the pre-order period so that everything is ready once your app is released for download. Promoted in-app purchases will not display on your App Store product page until your app is released for download.
To make your app available for pre-order, select the appropriate setting and submit your app, build, and metadata to App Review. After your app is approved, you can publish it as a pre-order on the App Store. Your pre-order will be available in all territories where your app is available.
While your app is available for pre-order, you can update your app by creating and submitting a new version. The new version must be approved before it can be published as a pre-order on the App Store, so be sure to follow the App Review Guidelines. If you submit a version update during the pre-order period, customers will receive the latest version published to the App Store once your app is released for download.
You may also adjust the price of your app during the pre-order period, but keep in mind that if you change pricing, customers will be charged the price that is lower — the price they accepted for pre-order or the price on the day of release.
The app will automatically download to the device on which a customer made the pre-order, and will download to all of a customer’s other devices if the customer has turned on automatic downloads.
Keep in mind that app bundles cannot be made available for pre-order and cannot include apps that are available for pre-order. Apps that are offered for pre-order will not be made available in new app bundles.
Important Report for all business owners of mobile applications: Unity Mobile Insights 2022: Growth and Monetization. Enclosed are some of the main points that resonate with today’s app owners:-
Soft Launch
Canada is the preferred location for a soft launch
January is the preferred month for a soft launch
On average, a soft launch takes six and a half weeks to complete
Spend your Budget Wisely
Advertising in hypercasual games has 38% higher CTR than other genres
Games that are advertised in games of the same genre generally perform better with cannibalization not being a concern
D7 retention is much higher for games targeted at casual audiences for word, board, and puzzle games, than hardcore gamers for racing, role-playing, and simulation games
Sharpen your Ad Creatives
Ad creatives that showed actual gameplay performed better than any other ad content
Voice-over performs better than on-screen text for instructions
Showing gameplay of the player losing or failing at the game is effective
Take advantage of marketing guidance, tools, promotional offers, and more to help drive discovery of your app, in-app purchases, and subscriptions. Learn about opportunities to get your app featured on theApp Storeand across Apple marketingchannels.
App Store Marketingtools
Generate short links or embeddable code that lead to yourApp Storeproduct page and display your app icon, a QR code, or anApp Store badge.You can also create custom marketing assets — such as banners and images — and add preset messages in multiple languages to promote your apps in your advertising efforts.
Additional artwork and guidelines
Showcase your app on your website, in your emails, and on social media with Apple product images andApp Store badge.
Smart App Banners
Make it easy for users to download or open your app from your website. With Safari Smart App Banners, you can display a banner that provides a direct link to your app on theApp Storeor opens the app if it’s already installed.
Apple SearchAds
Use Apple SearchAds to promote your app in more places on theApp Store.Be seen before customers search with ads on the Search tab and engage with customers at the moment they search with ads at the top of search results. Available in 61 regions. Try it for free with a 100USD credit.
App Clip Codes
App Clip Codesare the best way for your users to discover yourApp Clipand app. These codes are visually beautiful and distinct, so when someone sees one, they’ll know there’s anApp Clipwaiting for them. Each code encodes the URL for anApp Clipinto its design and can incorporate an NFC tag, allowing users to launch yourApp Clipby holding their iPhone near theApp Clip Codeor by scanning it through the camera.
Promo codes
Give press and influencers early access to your app or your app’s in-app purchases with promo codes configured inApp Store Connect.You can give away up to 100 promo codes per version of your app, per platform — and up to 100 promo codes per in-apppurchase.
Subscription offer codes
Acquire, retain, and win back subscribers by letting them experience your subscription at a discount or for free for a limited time. Provide these codes digitally or offline at physical events, alongside products, andmore.
Product page
Every element of yourApp Storeproduct page has the power to drive downloads of your app. Help customers discover your app through thoughtfully crafted metadata, such as app previews, screenshots, promotional text, andmore.
Custom product pages
Create additional versions of your app’s product page to highlight specific features or content, discoverable through unique URLs that you share.
Pre-orders
Build excitement for your new app by making it available for pre-order. Your product page will be published on theApp Storeand customers can order your app before it’s released for download. When you opt in, you’ll choose a download release date that’s two to 180 days in thefuture.
App bundles
App bundles make it easy for customers to buy up to 10 of your apps or games in a single purchase. You can create app bundles for paid apps or free apps that offer an auto-renewable subscription to access all apps in the bundle. Learn how to set up app bundles and effectively market them on your productpage.
In-app purchases
Users can browse in-app purchases directly on theApp Storeand start a purchase even before downloading your app, helping your app’s content gain exposure. You can promote up to 20 in-app purchases, including subscriptions, on your app’s productpage.
Getting featured by theApp Store
TheApp Storehas a global marketing team whose sole purpose is to drive discovery and engagement. Campaigns and programs are created to help, inform, and inspire users while also helping you drive downloads and redownloads of your apps and games. And our worldwide team of editors tailors theApp Storeto the various devices used to shop for apps, so your app gets in front of the right users, in the right places, at the righttimes.
Call to code #WWDC2022 – Join developers worldwide from June 6 to 10 for an inspiring week of technology and community. Get a first look at Apple’s latest platforms and technologies in sessions, explore the newest tools and tips, and connect with Apple experts in labs and digital lounges
AnApp Clipis a small part of your app that’s discoverable at the moment it’s needed and lets people complete a quick task from your app — even before installing your full app. Whether ordering take-out from a restaurant, renting a scooter, or setting up a new connected appliance for the first time, people can launch theApp Clipto easily start and finish the task. And once the task is done, you can offer the opportunity to download your full app from theApp Store.
Part of an app
Because anApp Clipis a small part of your app, you’ll create it in the same Xcode project as your full app using the iOSSDK. EachApp Clipis lightweight and quick to open, even if it’s not already on the device. When you’re ready to submit for review, you’ll manage yourApp Clipas part of your full app inApp Store Connect.
Download the fullapp
App Clipsare an opportunity to quickly demonstrate the value of your app. To make downloading your full app easier, you can present an option for download at an appropriate time in yourApp Clip.You can even persist any information the user provided and seamlessly transition it to thefull app.
Streamlined
App Clipsfocus on finishing one task quickly. An ideal experience allows people to open and complete a task in seconds. You can further streamline the experience in the following ways:
Works withApple Pay
Instead of asking for credit card information, you can take payments usingApple Pay.
Works with Sign in with Apple
To help provide tailored experiences,App Clipscan use Sign in with Apple to sign in to your app’s services without requiring people to fill out forms or set up new accounts.
Discoverable when they’re needed
A key part ofApp Clipsis how they’re discovered and launched:
App ClipCodes
The best way for people to discover yourApp Clip.It’s visually beautiful and distinct, so when someone sees one, they’ll know there’s anApp Clipwaiting for them. EachApp ClipCode can optionally incorporate an NFC tag, allowing people to tap it in addition to scanning it with the Camera app or the Code Scanner inControl Center.
NFC tags
People can tap their iPhone on NFC tags that you place at specific locations to launch yourApp Clip,even from thelock screen.
QR codes
Place QR codes at specific locations to let people launch yourApp Clipby scanning the code with the Camera app or the Code Scanner inControl Center.
Links in Messages
Configure yourApp Clipso that people can share it with others, enabling recipients to open theApp Clipright from theMessages app.
Safari
When you add a Smart App Banner to your website, configure it so that visitors can tap to open yourApp Clipright away. OniOS 15andiPadOS 15or later, you can choose to display the fullApp Clipcard over the webpage. And apps using SafariViewController to render web content can show the card as part of the app’s UI, allowing theApp Clipto launch directly fromthe app.
Recently usedApp Clips
App Clipsdon’t clutter the HomeScreen, but people can find and launch recently usedApp Clipsfrom the Recents category of theApp Library.
Place cards in Maps
When yourApp Clipis associated with a specific location, you can register yourApp Clipto appear on a place card in Maps so people can open it from there. It can also appear as a Siri suggestion and in Spotlight Searchas needed.
Notifications
App Clipscan send notifications for up to eight hours after each launch to relay information that’s essential to their functionality. If yourApp Clipneeds to send notifications beyond eight hours, you can request permission to send notifications for as long as theApp Clipis on the device.
Location verification
A location verification API just forApp Clipslets you do a one-time check to see if anApp ClipCode, NFC tag, or QR code that someone scanned is where it’s expected, helping avoid accidental payment or orders from a code associated with a different location.
Local testing
Create a local experience on your device to complete end-to-end testing using anApp ClipCode, QR code, NFC tag, Safari Smart App Banner, or link in Messages. This means you can test without associating yourApp Clipwith your website or uploading a build to TestFlight.
MultipleApp Clipexperiences
You can create manyApp Clipexperiences to support situations when different tasks from your app might be helpful. Each experience includes metadata for theApp Clipcard, an invocation URL, and invocation methods.
Full app experience
If someone has your app installed on their device,App ClipCodes and links to yourApp Clipopen the app instead of theApp Clip.Your app should handle the link and offer the same functionality as yourApp Clip.
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