In the high-stakes world of digital security and privacy, NordVPN stands out not only for its robust service but also for its ingenious approach to Custom Product Pages (CPPs) and Apple Search Ads (ASA). This week, we dive into NordVPN’s clever strategy that’s reshaping the narrative in the VPN market.

NordVPN’s ASA campaign is a delightful blend of wit and wisdom, extending across 49 countries with an impressive ASA visibility score of 66 in the US. Their latest masterstroke? 

Targeting 215 keywords might seem overwhelming, but NordVPN does it with flair. Their approach isn’t just about leveraging digital strategy; it’s about creating a memorable connection with the audience. The playful jab at their competitor, Norton, is a testament to NordVPN’s ability to blend creativity with competition.

NordVPN not only evaluates the ASA platform very well. It takes a different approach to ASA with a CPP it developed for its competitors. Implementing this tactic that we have seen before in Opera, NordVPN targeted keywords related to "Norton" for several days. The app, which has also changed its visuals, has created a unique way to persuade users to search for "Norton".

The Competitor CPP: A Bold Move

NordVPN's competitor CPP is a bold step in the VPN market. By directly engaging with a competitor’s audience, they redefine the norms of brand engagement. This creative approach is more than a visibility tactic; it's about leaving a lasting impression on users.

This unique strategy by NordVPN does more than increase visibility. It impacts the brand image and customer engagement positively. By introducing humor and a personal touch, NordVPN not only stands out in a crowded market but also builds a relatable and memorable brand persona.

As seen above, the NordVPN team first created a campaign in Search Ads where they combined only keywords related to "Norton". As we understand when we look at the campaign dates, the team first created a campaign targeting all "Norton" keywords and tested the performance of all keywords in this campaign for approximately 6 days.

After completing this campaign, a new campaign was created with the keyword list you can see right above. Thus, by identifying the best-performing keywords, the NordVPN team tried to maximize the conversion rates.

Creating CPP for competitors

NordVPN’s strategy is a clear indicator of the evolving landscape of CPPs. It’s no longer just about showcasing features and services; it’s about creating an experience that resonates with the audience. NordVPN has set a new benchmark in how brands can use creativity to stand out.

Sky is the limit on creativity in CPPs that can be created for competitors. We would like to remind you of the "Fire the Fox" caption in CPP, where the Opera browser targets Mozilla Firefox.

The NordVPN team went even further and targeted the Norton name almost directly. This tactic also shows that; A good idea that can target our competitors is always worth trying.

Considering that NordVPN has been using advertising campaigns focused on Norton for almost a month, we can again see that generating CPPs for competitors is a payback strategy.

Crafting Custom Product Pages (CPPs) that subtly outshine competitors is a smart move in the e-commerce chess game. Think of it as a delicate dance - you're not just showing off your app's bells and whistles; you're also gently nudging customers to see how it outperforms others. It's all about knowing your opponent's moves (read: strengths and weaknesses) and then choreographing your CPP in a way that spotlights how your app is the star performer.

Now, there's an art to this. You're not just saying, "Hey, we're better!" It's more nuanced. You need to understand the ins and outs of both your product and the rival's. The trick is to craft a message that doesn't just compare but also captivates. You want to nudge potential users, saying, "

Look over here; we've got something special." It's like playing a game of highlight and contrast, subtly steering the spotlight towards areas where your app really shines.

But remember, it's a fine line. You want to be engaging and informative, not a braggart or a bully. Striking that balance is key. You're aiming for a confident, yet respectful tone. Think of NordVPN's clever typo campaign – that's the kind of wit and creativity you're after. It's not just about attracting eyeballs; you're crafting a story, a narrative that weaves your app into the fabric of the user's digital life as the better, more sensible choice.

In essence, it's not just about pulling users to your side; it's about weaving an engaging tale that makes them think, "Yeah, this is the app for me." It's about being memorable in a sea of sameness and making your app the hero of the digital marketplace saga.

Conclusion

NordVPN's innovative approach in their ASA and CPP strategy is a lesson in creativity and engagement. It showcases how brands can successfully navigate the competitive digital market by combining strategic advertising with clever, memorable messaging.

Interested in taking your CPP game to the next level, just like NordVPN? Connect with us for insights and guidance on creating impactful CPPs that resonate with your audience and leave a lasting impression.

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Dive into the dynamic world of NordVPN's ASA campaigns and leverage the power of Custom Product Pages! Connect with us today to uncover cutting-edge strategies that can elevate your online security marketing. Book your session now and embark on a journey to revolutionize your ASA effectiveness!

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