Google Play custom store listings optimalisation

During the annual I/O developer conference in January, Google announced a number of major changes and new product features for Android developers and marketers. In this blog series, we'll cover the most recent upgrades and improvements to Google Play. This first post in the series looks at customizable store listings and their impact on App Store Optimization (ASO).

Tools for engagement and promotion

Several key announcements focused on new tools and features for marketers that affect App Store Optimization (ASO). These updates aim to improve user conversion and engagement through customized store listings, promotional content, and Google Play billing.

Customizable Store Listings

When customizable store listings were first introduced in March 2019, they could only be segmented by country/region or app version downloaded. These limitations made customizable store listings fairly restrictive, so app marketers were often looking for better ways to reach their target audience.

Google has now improved this system, giving App Marketers the ability to create custom URLs for all their store listings. Google has also increased the number of customizable store listings per app from 5 to 50. This means each listing can now be localized into multiple languages, with the option to display different screenshots and promotional videos. It's now also possible to change the app icon, title, and descriptions. With this update, Google has raised the bar compared to Apple's customizable store listings, where you can only adjust App Store Previews and a short promotional text.

Watch the explainer video below for more on the new customizable store listings.

Impact on App Store Optimization

This upgrade means more refined segmentation is now possible within App Store Optimization. App marketers now have all the tools they need to move away from the old "one page fits all" approach. Instead, they can now determine which segmentation methods to use and how to tailor store listings to boost performance.

Need Help?

We stay on top of the latest news and trends in this space. Our App Marketing specialists are happy to advise you on your store listings. Schedule a consultation or stop by our office in Utrecht.

Google Play Custom Store Listings are tailored store pages within the Google Play Console that allow you to show personalized store listings to specific audiences, countries, or traffic sources. Instead of one generic page for all visitors, you can align your visual assets, copy, and unique selling points with the user's specific characteristics or search intent. This increased relevance lowers the barrier to installation and significantly boosts the store page conversion rate.

‍

Custom Store Listings increase the ROI of paid marketing campaigns by creating a seamless connection between your ads and your store page. When you direct users from channels like Meta, Google Ads, or TikTok to the Play Store via a specific campaign, they land on a page that mirrors the exact visual style and messaging of your ad. This continuity prevents user confusion, streamlines the customer journey, and noticeably lowers your cost per acquisition (CPA).

‍

The difference between Custom Store Listings and Store Listing Experiments (A/B testing) lies in their purpose and target audience. Custom Store Listings display specific store pages to predefined audiences over a longer period, such as visitors from a particular country or users arriving via a unique ad link. In contrast, Store Listing Experiments are used to temporarily test different variations of visual elements on a random sample of the general store audience to determine which design yields the highest conversion rate on average.

‍

Coffee Digital helps app publishers get the most out of Custom Store Listings by thoroughly analyzing campaign flows and user segments. Our ASO and performance specialists design bespoke visuals and high-converting copy that align perfectly with specific marketing channels and target audiences. By correctly configuring these custom store pages in the Google Play Console and continuously monitoring conversion results, we increase installation rates and maximize the return on your acquisition budget.