Apple Ads theory: Ad Variations

In Apple Ads, at the Ad Group level, you can add Ad Variations.

Ad Variations allow you to select a set of screenshots different from your default App Store listing. They are created from Custom Product Pages, which you can create in App Store Connect.

For the Search Results placement, Ad Variations can be a powerful tool to improve your TTR. The more relevant your screenshots are to the search query, the better results you will have. Here is an example of how Strava uses CPPs:

You can see on this screenshot, that for search queries that includes "cycling", they show screenshots featuring bicycles, while for search query that includes "running", they show runners.

Here is another example where the language learning app Busuu displays different sets of screenshots for the search queries "learn spanish" and "learn french":

Making screenshots very relevant to search query should increase your TTR, which lowers your avg CPT bid. This is the main way to reduce your cost of install in Apple Ads.

In ASATools, we have tools that allows you to apply Custom Product Page to multiple ad groups in bulk, as well as tools to compare their performance against the default screenshots across multiple ad groups.