It's a no-brainer that creating different custom product pages for various languages is a must when you're running a language learning app. But the real game-changer is the amount of effort you pour into each.

While the big guns are still scratching their heads over CPPs, Pimsleur is out here not just playing the game, but absolutely rocking it! 

A round of applause for the team behind the scenes at Pimsleur — your hard work is turning heads and taking name! 

But, let's eyeball the CPPs of the biggest language learning apps first (you'll appreciate this week's standout app even more after this).

Babbel French Language CPP

Babbel plays it safe, using the same design as their default product page for this CPP, targeting in on the "learn French" keyword and its variations.

They slipped the word “French” into the captions of the first screenshot and switched up the UI screens with French content in the remaining shots. Not too shabby, but let's be honest, it doesn't exactly knock your socks off.

Rosetta Stone French Language CPP:

Another heavy-hitter in the language game, Rosetta Stone, also sticks with their default product page design for this CPP, aiming at the “learn French” keyword and its variations.

Now, excuse our French, but aren’t these UI screens looking a tad...Spanish? Oops! The only hint of learning French is the caption of the second screenshot.

And now, let's turn the spotlight onto this week’s standout: Pimsleur!

Pimsleur: Language Learning

The Pimsleur Language Learning app may not be the industry's top dog, but they're certainly not shy about funneling cash into Apple Search Ads. Picture this: ASA campaigns across 53 countries, each boasting a plethora of CPPs.

Here's another fact: Pimsleur holds around a 69 ASA visibility score in the US and actively runs 19 CPPs, at least from what we can track with MobileAction.

What's intriguing is their strategy. Instead of dumping resources into the big-league languages like Spanish, Italian, and English, they're snagging the crown in other languages. It's a slick move if you've got your LTV and CPA figures nailed down.

Peek at Pimsleur's CPPs, and you’ll notice the craft: customized captions, lifestyle images that are total eye-candy and ooze cultural vibes of the target language, and tailor-fit UI screens and backgrounds. The elbow grease they've put into these CPPs is not just commendable; it’s smart. They're not just earning their high impression shares; they're owning the language keyword game where they get into.

Here are just a few examples of their CPPs:

Mandarin Language CPP:

Korean Language CPP:

Farsi Language CPP:

Hebrew Language CPP:

Greek Language CPP:

Bonus: English Language CPP for Spanish users in the US

Yep, you got it right. Pimsleur is on a mission to help Spanish speakers in the US level up their English game, and they've got a trick up their sleeve: A Custom Product Page (CPP) that speaks their language, literally.

Why this move? 

Well, take a look at the numbers. Hispanics make up almost 19% of the US population according to the Census Bureau. That's a massive market! Pimsleur decided they weren't going to leave this diverse group out in the cold. 

Now, put yourself in the shoes of a Spanish speaker in the US wanting to nail English. You hit the app store, throw in a search - probably in Spanish - and what do you see? 

A bunch of results in English. 

Kinda overwhelming, right? You’ll probably wonder, "Can I really learn English with these apps? Everything seems so advanced and complex.” It's easy to feel lost and somewhat intimidated, with search results fully in english.

And here comes Pimsleur, totally understanding the struggle of the language barrier. They present their app in spanish to better communicate with their target audience. 

Once that's sorted, ask yourself. Which app do you think Spanish-speaking users are downloading?

By fixing the language barrier and making things less intimidating, Pimsleur's got the back of Hispanics in the US who want to up their English game.  

Here’s how Pimsleur is dominating the search results in Apple Search Ads for the U.S storefront for keywords related to “ingles”:

Pimsleur totally owned the spotlight with these keywords, scoring the top spot of the search results with their custom product page (CPP) aimed at Hispanics in the U.S. who want to learn English. 

As you can see, their organic rankings for these keywords aren’t breaking records. However, kudos to their smart Apple Search Ads strategy, they still manage to funnel these keywords into their download pipeline.

And just a little note: Pimsleur is running this Custom Product Page (CPP) for over 1480 keywords. So, the above is just the tip of the iceberg. They've got a whole keyword universe going on!

Recognize the power of nailing those CPPs but feeling a bit lost in the shuffle? No worries! Reach out to us. We’re all about lending a hand and guiding you through the maze. Let's get your CPPs on point together!

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(The metrics and data concerning to App's Apple Search Ads visibility score, Keyword's Search score, and keyword coverage of apps cited in this blog post are sourced from MobileAction.)

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