App Store Updates:Custom Product Page (CPP) supports the keyword function officially launched

1. Natural Search Infiltration: CPP can be associated with keywords for the first time and appear in natural search results, replacing the default product page;
2. Zero cost start: No need to submit a new version, keywords assigned through App Store Connect take effect immediately;
3. Data Loop: The backend can track the CPP search display volume and download conversion rate, driving material iteration and advertising coordination;
4. Strategy Layering: New products focus on broad coverage of keywords, and mature products optimize word efficiency by stratification.

Function Breakthrough: CPP from Advertising Tool to Natural Traffic Engine

• External marketing landing page: Guide external traffic such as social media through a unique URL;
• Apple Ads Material Carrier: Provides customized materials for search result ads.

• Natural Traffic Entry Opens: Developers can assign keywords to CPP, so that they appear directly in the user search results display position, replacing the default page;
• Instantaneous effect mechanism: CPPs that have been reviewed and approved do not require additional review after keywords are added, and take effect immediately after submission;
• Keyword Source Lockdown: CPP can associate the word library mainly from the latest version of the 100 character Keywords field, developers need to precisely separate the core words through commas.

Rules of operation and avoidance guide

1. Keyword Distribution Core Rules

• The principle of uniqueness: Apple official recommends assigning a unique keyword for each CPP, to avoid display conflict caused by multiple pages competing the same search term;
• Effective prerequisite: Only when the application is ranked high in the natural search of the target keyword, the associated CPP has a chance to be displayed - low exposure words cannot trigger even if users search;
• Data threshold: A single CPP must be downloaded at least 5 times before it will appear in the App analytics backend.

2. Developer's frequent pitfalls

• Adverbial clause of time: In Chinese environment, if the comma is omitted in the Keywords field (such as "Yoga meditation"), Apple may combine it into a single long-tail word, causing the target word to fail to match;
• Material misalignment: CPP screenshots/promotional text must be strongly associated with keywords (e.g., the keyword "Offline Navigation" must correspond to the map offline download interface). Irrelevant materials will reduce conversion.

Tiered Strategy: The Path from New Products to Mature Products

1. New Product: Focused on Keyword Coverage and Core Word Testing

• Keywords field optimization: Prioritize covering core scenario words, separated by commas but avoid excessive segmentation to waste characters;
• CPP test scope: Select 1-2 absolute core words (such as brand words) to create the first batch of CPP, and do not disperse resources for the time being.

2. Mature product: Keyword grading and refinement

• Eliminate low efficiency words: Transfer low-frequency and inefficient words to other regional versions, freeing up character positions for high-frequency and high-conversion words;
• Comma Separated Keywords: Create independent CPP for TOP10 search terms, and free up 20% of character positions each quarter to test new words;
• Compound word binding test: Bundle 2-3 words (such as "running plan + diet record") into the same CPP.

A New Paradigm of Coordinated Natural Traffic and Advertising

1. Natural conversion rate jumps

• For "Yoga", display the course schedule interface, for "fat loss", highlight the calorie calculator;
• The travel app uses a red theme CPP to capture the traffic of "Spring Festival travel" and "Spring Festival travel" during the Spring Festival.

2. Reverse feeding advertising increases efficiency

• Free A/B testing field: Compare the conversion rate of each CPP through the app analysis background (path: user acquisition → custom product page), and identify the efficient material combination;
• Ad material reuse: High-conversion CPP, which has been verified by natural traffic, can be directly used for Apple Ads (especially Today tab ads that require CPP materials), reducing testing costs.

Future Evolution Direction

1. Match Mode Expansion

2. AR Preview Integration

3. Algorithm Dynamic Optimization

Conclusion: A Paradigm Shift from "Display" to "Dialogue"

• Audit the compliance of keywords field segmentation and strictly control the use of commas;
• Select TOP5 search terms to create the first batch of CPP keywords;
• Build a CPP conversion rate monitoring dashboard in App analytics.