In a sea of travel applications, Trainline emerges as a lighthouse, guiding users through the complexities of European travel with an impressive Search Ads Visibility Score of 68. Their strategic approach to Apple Search Ads and Custom Product Pages (CPPs) is a testament to their understanding of the travel app market's nuances. 

While the default product page offers a broad overview of UK and European travel features, it's their distinct CPPs that truly showcase the depths of Trainline's capabilities.

1. Paris+Europe CPP – A Masterpiece of Engagement and Functionality

The Paris+Europe CPP is an artistic and functional marvel, capturing the essence of European travel with finesse. Boasting a 20% impression share on Apple Search Ads, this CPP is a powerful tool in Trainline's arsenal. 

It features captivating captions and user interface (UI) screens that simplify the complexity of navigating through various European destinations. This custom page is not just about providing travel information; it's about creating an immersive experience that resonates with the desires of modern travelers.

The app's default page focuses mainly on Trainline's main features. For this reason, the highlighted UI pages and locations have been selected accordingly. Captions, UI layouts and images suitable for the general audience are used on the Deafult page. However, the CPPs created for Paris focused on a specific audience.

Detailed Elements:

• Visual Appeal: The use of vibrant and high-quality images of Paris and European landmarks instantly grabs attention.
• User-Friendly Interface: Showcasing the app's seamless functionality in navigating train schedules, ticket bookings, and route planning.
• Engaging Captions: Each caption is carefully crafted to highlight unique features and benefits, such as real-time updates and multi-country rail passes.

Trainline focuses on 46 different keywords with this CPP. Wanting to increase the relevance of this keyword group focusing on European cities and travel in European cities, the Trainline team used the Eiffel Tower visual in the first screenshot, while Barcelona and train visuals were used together in the third screenshot. Sentences that will target those making travel plans were chosen as captions.

2. General Europe CPP – Capturing the Adventurous Spirit

The General Europe CPP, with its 8% impression share, is a celebration of Europe's diversity and adventure. It skillfully utilizes keywords like 'interrail' and 'europe travel guide', resonating with users seeking comprehensive and explorative European travel experiences. Notably, the CPP's third screenshot with the caption, "Used by more than 1.3 million Americans," strategically targets American travelers, offering a sense of reliability and trustworthiness.

Trainline does not use any preview videos on the deafult page. Despite this, he included a preview video summarizing the use of the app in this CPP focusing on European travel.

While a background consisting of solid colors is used on the default page, an image from Europe is used in CPP, which targets general European travel.

Highlighted Features:

• Target Audience: Specifically reaching out to American travelers looking for an authentic European travel experience.
• Informative Content: Providing insights and tips on exploring Europe, like finding hidden gems and understanding local transit systems.
• Cultural Sensitivity: Acknowledging the diverse needs and preferences of international travelers.

The Trainline team targets 33 different keywords with this CPP in Search Ads. Captions focusing on train and bus tickets are used in CPP. Accordingly, keywords for bus and train tickets were collected in a group in ASA and this group was supported with a suitable CPP.

3. UK+Europe CPP – The Ultimate Travel Companion

With a 5% share, the UK+Europe CPP is a shining example of Trainline's commitment to offering comprehensive travel solutions. This CPP targets specific keywords such as 'uk train tickets' and 'uk buses', thereby appealing to users who plan to traverse the breadth of the UK and Europe. It effectively captures the app's extensive reach, making it a go-to choice for American travelers venturing into Europe.

A different CPP is used for 20 different keywords targeted specifically for the UK. In this CPP, screenshots are used exactly the same as the default page. However, unlike the default page, a preview video focusing on travel in Europe was used.

Conclusion

Trainline's CPPs are more than just functional tools; they are gateways to stories and adventures across Europe. Their ability to blend captivating visuals with targeted keyword optimization sets a new standard in the travel app domain.

Aspiring to mirror Trainline's success? Connect with us for expert guidance on creating compelling CPP strategies. We're dedicated to helping you craft a narrative that combines visual allure with strategic keyword targeting, propelling your app to new heights just like Trainline's enchanting European journeys.

It was about time that you also score a goal in the CPP league! Need help tackling them? Schedule a call with us today and we'll provide insights sharper than a striker's aim and more detailed than a referee's playbook. 

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(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.)