In the dynamic and ever-evolving landscape of the US App Store, standing out is a challenge that requires ingenuity, an understanding of consumer behavior, and a strategic marketing approach. This week, in our "CPP of the Week" series, we're exploring how "Upside: Cash Back - Gas & Food" is mastering this challenge. With a robust Search Ads visibility (SP) score of 61 for the keyword 'Upside', this app is a textbook example of effectively leveraging Custom Product Pages (CPPs) to target specific user needs.

Upside employs a conversion strategy that prominently showcases all its features on the default page, emphasizing its identity as a "cash back" app and adopting a design approach to align with this theme. In its Custom Product Pages (CPPs), Upside delves into more detailed features. Through dedicated visuals and screenshots for Gas cashback, Online Orders, and Groceries, the app aims to effectively communicate these features to their respective target audiences.

The distinction of the Search Ads platform becomes apparent when compared to other paid advertising platforms. While other platforms allow advertising to specific and niche audiences, the unique feature of Apple Search Ads lies in its capability to target users based on search terms. This opens up the possibility of creating tailored images for each relevant search term, presenting a valuable opportunity to connect the right app with the right audience.

So, let’s check those out. 

Gas Cashback CPP: 

Dominating with a 36% impression share, this CPP caters to users focused on fuel savings. The first screenshot effectively portrays a real-world application, featuring a user refueling their car using Upside. It directly appeals to users looking to economize on fuel with UI designs showcasing gas stations, aligning well with the keywords "Fuel" and "Gas."

The Upside team strategically targets an extensive list of over 1500 keywords solely for the Gas CPP, covering nearly all conceivable keyword combinations associated with gas and gas cashback. This comprehensive approach contributes significantly to the outstanding performance of their Search Ads.

This CPP, responsible for 36% of the app's impression share in Apple Search Ads (ASA), features a compelling first screenshot depicting an individual at a gas station, holding a phone with the Upside app splash screen visible while refueling. The second screenshot delivers a direct message to users, emphasizing that the app is "free." Through these initial visuals, Upside effectively communicates its competitive edge over rivals, employing three distinct conversion tactics.

The fourth screenshot stands out as a particularly noteworthy addition, as it incorporates a form of social proof. This well-crafted set of screenshots not only captures the attention of the majority of users but also strengthens Upside's position in the market by showcasing its advantages and leveraging various conversion strategies.

Retailer-Focused CPP: 

Capturing a notable 39% impression share, this CPP is designed to attract shoppers. It highlights various retailer offers, displaying popular brand logos and emphasizing Upside's wide range of cashback opportunities with well-known retailers.

The Upside team maintains an expansive approach in targeting a vast array of keywords within the CPP designed specifically for retailers. With over 3000 keywords focused on Retailer-related content, the app secures a significant portion of the impression share in this category.

A distinctive graphic design element that sets the CPP apart from the default page is the utilization of illustrations, particularly evident in the first screenshot. The incorporation of a captivating "coin" design aims to capture users' attention, guiding them through the initial two screenshots. The first screenshot strategically features the logos of key retailers, enticing users with the opportunity to earn cashback from these prominent brands. This design not only facilitates targeting all keywords related to these retailers but also encompasses a comprehensive range of keywords associated with cashback, creating a visually engaging and effective strategy.

Groceries Cashback CPP: 

With a 25% impression share, this CPP is aimed at the everyday shopper. It features a user-friendly caption 'Earn real cash from everyday shopping', paired with illustrations and UI screens demonstrating the simplicity and value of using Upside for regular grocery shopping.

The Impact on Search Ads

Upside targets a whopping 4331 different keywords in Search Ads, enhancing its performance with its distinct CPPs. Each CPP is meticulously crafted to align with specific user searches, thus maximizing visibility and relevance in the App Store.

Elevating the CPP Strategy

Upside's approach in creating CPPs is a masterclass in understanding and catering to the specific needs of different user segments. This strategy not only improves their impression share but also solidifies their position as a versatile and user-centric app.

Conclusion: Setting a New Benchmark

Upside: Cash Back - Gas & Food stands out as a prime example of how well-executed CPPs can significantly impact an app's appeal and performance across various user segments. Their approach to tapping into the specific needs of different consumer groups not only boosts their impression share but also fortifies their market position as a multifaceted and appealing app.

It was about time that you also score a goal in the CPP league! Need help to tackle 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. 

(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.)