Custom product pages on the App Store: setup, keywords and Apple Ads

What is a custom product page?

A custom product page is an additional version of your App Store product page. Apple lets you publish up to 70 per app. Each can show different screenshots, app previews, promotional text and keywords, has its own URL, and is reviewed by Apple. People see it through its link, an Apple Ads ad, or a search for a keyword you assigned.

Everyone who does not arrive through one of those routes sees your default product page. The idea is simple: someone who tapped an ad about budgeting for couples should land on a page that talks about budgeting for couples, not on a generic overview.

What can differ on a custom product page, and what stays the same?

Apple lists four parts that can differ: screenshots, app previews, promotional text and keywords. Everything else comes from your app and its default page.

What are the limits and rules?

These are Apple's published rules, as of the date on this page.

Apps available for pre-order can use custom product pages too.

What does Apple say about conversion?

Apple publishes one figure on its custom product pages page: "Developers see a 2.5 percentage point increase on average when referring people to a custom product page. This is a 156% increase compared to the 1.6% average conversion rate on default product pages."

Read it as Apple's average across developers, not a promise for your app. Your own result depends on how well the page matches the traffic you send to it. Measure it in App Analytics once a page has enough downloads.

Can custom product pages appear in organic search?

Yes. You can assign keywords to a custom product page, and when the page is approved and visible, people who search those keywords see it instead of your default page. Apple adds two conditions:

• You choose keywords from your latest approved app version. A custom product page cannot add a search term your app is not already indexed for; it changes which page answers that term.
• Each keyword combination should be unique to one page. Apple's tip is to give every page its own set so the most relevant page appears.

Three more details matter in practice:

• You assign keywords per localization, so a page with five localizations needs five sets.
• You can disable an assigned keyword on a page later, one by one.
• Promotional text is not a ranking field. Apple's search guidance says it does not affect search ranking, so do not use it to repeat keywords.

Apple does not say that a custom product page ranks higher or lower than the default page for the same keyword. Treat any rank change after assignment as something to measure, not something to assume. Track those keywords daily for a few weeks before and after, as explained in keyword rank tracking.

How do I create a custom product page in App Store Connect?

You create it from the app's sidebar. These steps follow Apple's help page for configuring product page versions.

1. In Apps, select your app.
2. In the left sidebar, click Custom Product Pages.
3. Click Create Custom Product Page (or the add button (+) if one already exists).
4. Enter a reference name. It identifies the page in App Analytics, so make it descriptive, for example "cluster-couples-budget".
5. Choose to start from a blank page or from an existing product page. Starting from an existing page copies a version in Ready for Distribution or Prepare for Submission, for your primary localization.
6. Click Create. The page's unique URL is generated and shown.
7. Change or add screenshots, app previews, promotional text or keywords. Browse Assets lets you reuse approved images and videos from the Asset Library.
8. Optionally add an app deep link (a universal link is recommended). Avoid URL shorteners, and test it by pasting it into the Notes app and tapping it.

How do I assign keywords to a custom product page?

1. In Apps, select your app, then click Custom Product Pages in the left sidebar.
2. Click the page.
3. In the Keywords section, select the keywords for this page.
4. Repeat for each localization.
5. Click Publish.

You can assign keywords at any time, but the page shows in search only after it is approved and set to visible.

How do I submit a custom product page for review?

1. In Apps, select your app, then click Custom Product Pages.
2. Click the page you want to submit.
3. Top right, click Add for Review, then add it to an existing draft submission or create a new one. The status changes to Ready for Review.
4. Optionally add other items to the submission. Users with the Marketing role cannot add app versions.
5. Click Submit for Review. The status changes to Waiting for Review, then In Review.

To change an approved page, open it and click Create New Version, edit the draft, then Add for Review and Submit to App Review. The URL stays the same, and the new version replaces the live page when approved. To stop a page, click Disable Link under the Product Page URL; to remove it permanently, use Delete This Product Page at the bottom.

How do custom product pages work with Apple Ads?

Apple Ads can build ads from your custom product pages. A search results ad uses your default product page by default, or you can create ad variations from custom product pages, so each audience or keyword theme sees matching creative. Apple Ads also supports custom product pages for Today tab and Search tab ads. The campaign side is covered step by step in Apple Ads with custom product pages.

• One ad group per keyword theme, one custom product page per ad group, is a clean way to keep the ad, the page and the search aligned.
• A custom product page with a deep link can send people who open the app straight to the matching screen. Apple Ads says deep links for search results placements work on iOS and iPadOS 18 and later.
• Apple Ads also notes that your ad may show in any available ad position, and you cannot pick or bid for a particular one.

Outside Apple Ads, Apple says ad networks can use a custom product page in StoreKit-rendered ads by passing its ID, and you can put a page's URL in email, social posts or your website.

Template: from intent clusters to pages

Plan pages from search intent, not from features. An intent cluster is a group of searches that want the same thing. The example below is invented for a habit tracker; replace it with your own clusters and keyword data.

How to fill it:

1. List the searches you already rank for or target, then group them by what the searcher wants.
2. Keep only clusters with real demand. Check popularity and difficulty per keyword first, for example in Keyword Atlas.
3. Make sure every keyword you want to assign is already in your latest approved version. If not, ship it in the keyword field first.
4. Write the first three screenshots for the cluster. Apple says search results can show up to three screenshots or app previews, so those three carry the page in search.
5. Give each cluster its own keywords; never assign one keyword to two pages.
6. Name pages by cluster, so App Analytics reads like your plan.

Custom product pages, product page optimization and Google Play: what is the difference?

Google Play's version is covered in custom store listings, and Google Play testing in store listing experiments.

What are the common mistakes?

• The same keyword on two pages. Apple asks for unique combinations; overlapping sets make it unclear which page shows.
• Expecting new keywords. Assignment only uses keywords from your latest approved version.
• Stuffing promotional text. It does not affect ranking; use it to sell the page's promise.
• Judging too early. Metrics appear after five first-time downloads, and a few dozen downloads still move a conversion rate a lot.
• Forgetting localizations. Keywords are assigned per localization, and if you later change your primary language, every custom product page needs screenshots in that language.
• An untested deep link. It must be approved and should be tested before submission.
• A page that repeats the default page. If the first screenshot does not speak to the cluster, the page has no reason to exist.

How does Uptika help with custom product pages?

Start free with Keyword Atlas to check the popularity and difficulty of a cluster's terms, and Listing X-Ray to see how your current page uses its fields. In the panel, the free Keyword radar tracks each cluster's keywords daily (rank, popularity, difficulty), so you can see what changes after you assign them to a page. On the Starter plan, the Apple Ads pages show spend, cost per install and organic rank per keyword side by side. Uptika does not create or submit custom product pages for you; that stays in App Store Connect. Create a free account to start tracking.

Questions

Sources

1. Configure multiple product page versions (App Store Connect Help)
2. Submit a custom product page (App Store Connect Help)
3. Custom product pages (Apple Developer)
4. App Store search (Apple Developer)
5. Search results ads (Apple Ads Help)
6. Product page optimization (Apple Developer)
7. Create custom store listings (Play Console Help)