What are Customized retailer listings in Google Play and the way d…

These customized product pages are a necessary when engaged on Google Play optimization and selling an app with a world attain and attempting to localize its advertising and marketing. This information covers all you should learn about how customized retailer listings work, how one can set them up, and finest practices and use circumstances.

Let’s dive in! 

What are customized retailer listings in Google Play?

A customized retailer itemizing in Google Play is another model of the primary retailer itemizing created to focus on particular person segments. The principle thought behind this software is to carry differentiated worth propositions to audiences based mostly on their places or person states. Such tailor-made Google Play concentrating on can lead to:

• enhanced relevance for particular search queries
• tap-through and conversion charges enhance
• lowered value per set up (CPI) of paid visitors

Utilizing customized product pages in Google Play, app entrepreneurs can add custom-made graphic and textual property and have as much as 50 personalised pages accessible concurrently. 

How do customized retailer listings work?

Customized retailer listings are arrange in Google Play Console from the “Retailer presence” part. Upon creating the web page, you’ll have to configure its settings, together with concentrating on choices and customised app web page components.

Tailor-made concentrating on is what makes customized retailer listings such an incredible software to achieve the wanted viewers group. As of January 2025, the next concentrating on choices can be found: 

1. By nation/area or person state (inactive, pre-registration)
2. By search key phrases
3. By Google Advertisements marketing campaign
4. URL

By nation/area or person state

Customized retailer listings are created with such Google Play concentrating on configurations that assist attain the viewers based mostly on its precise location. As compared, foremost retailer listings are based mostly on the language of customers’ units.

For instance, French-speaking residents of Belgium with French as their gadget language will see the primary retailer itemizing localized for France. However if you wish to attain Belgian customers solely, create a customized retailer itemizing in French, spotlight the country-specific promotions in property, and set the “by-country” concentrating on to Belgium. 

Keep in mind the constraints of Google Play Console: you’ll be able to create one customized retailer itemizing for a number of international locations, however you’ll be able to goal just one nation with one customized retailer itemizing at a time. 

For instance, you’ll be able to have a customized retailer itemizing for DACH – Germany, Austria, and Switzerland. However you can’t create such a web page with Germany among the many focused international locations if you have already got a customized retailer itemizing for Germany. 

As for concentrating on by the person state, Google Play Console allows reaching two forms of customers – inactive and pre-registration. These choices might be of nice assist in your re-engagement campaigns to carry again lapsed customers, in addition to in pre-launch campaigns to construct consciousness of your app previous to its launch (extra particulars in “Use circumstances and examples”). 

By key phrases 

In contrast to customized product pages on the App Retailer, customized retailer listings seem in Google Play retailer search outcomes for related queries. Customers looking for the key phrases you chose will probably be proven a selected web page with tailor-made messaging, which could end in higher conversions.  

Google Play Console suggests the key phrases that carry you visitors, additionally offering variations for any key phrase that may even be included within the bundle. By selecting the nation of concentrating on, it’s also possible to filter the key phrases which are well-liked within the chosen places. 

Be aware: Though you’ll be able to solely goal one nation with one customized retailer itemizing at a time (utilizing the “By nation/area” choice), you’ll be able to moreover goal this nation utilizing “By search key phrases” concentrating on. 

By Google Advertisements campaigns

This concentrating on choice helps hyperlink paid visitors to particular customized retailer listings somewhat than the primary retailer itemizing. You create a marketing campaign in Google Advertisements after which share the app marketing campaign advert group ID (you’ll be able to enter a number of IDs, separated by a comma) with Play Console when selecting the “By Google Advertisements marketing campaign” concentrating on choice. 

This performance helps drive customers from advertisements designed to seize their consideration to the app web page, delivering the identical message they’ve seen within the advert. This seamless expertise has the potential to carry down the Value per Set up (CPI) of your advertisements. 

Nonetheless, Google Play limits this integration to a few of its properties, reminiscent of YouTube and Google AdMob.

By URL

This concentrating on choice implies you’ll be able to drive customers to a selected customized retailer itemizing web page based mostly on their referral supply utilizing a novel URL.

When configuring this distinctive hyperlink, it’s a must to present a string parameter that features lowercase alphanumeric characters and the next symbols: [“.”, “-“, “_”, “~”]. The URL will appear like this: https://play.google.com/retailer/apps/particulars?id=[packageName]&itemizing=[parameter]

This may be additional utilized in social media campaigns, e mail referral packages, devoted posts, and so forth., and direct customers to the web page with particular messaging and property. 

Google Play Console allows the customization of way more app web page components than the App Retailer’s customized product pages. Right here they’re:

• App’s title
• Quick description
• Lengthy description
• Icon
• Screenshots
• Video
• Characteristic graphic

The one details about your app that is still unchanged throughout all of the customized pages is its class, contact particulars, and privateness coverage.

Easy methods to create customized retailer listings

Earlier than organising a customized retailer itemizing in Google Play Console, establish what drawback the web page ought to clear up and which nation or viewers section it’s going to goal. Comply with the same old analysis course of for getting ready graphic and textual property for normal retailer listings. 

Right here are some things to contemplate while you configure the web page:

• Sort within the title of the itemizing. This received’t be seen to exterior customers, so use no matter helps you establish the web page by its title, like “France” or “Latin American international locations.”
• Within the concentrating on part, specify the wanted choice: by nation/area, by person state, by search key phrase, by URL, or by Google Advertisements marketing campaign (point out the required advert group IDs out of your Google app campaigns). 
• Fill out the app particulars: add all of the required textual and graphic metadata simply as you’ll on your foremost retailer itemizing. Additionally, you should select the default language by deciding on the “Handle translations” tab right here. Go to “Handle your translations” if you wish to add app web page localizations manually. 

Be aware: Until you add translations your self, customers in international locations that you just goal your itemizing for will see your web page within the default language. If you wish to add translations, you’ll have to put together and add them manually. 

Customized retailer listings vs. customized product pages on the App Retailer

Customized retailer listings are just like the App Retailer customized product pages however for Google Play. Nonetheless, there are just a few variations and limitations.

How do customized retailer listings assist with ASO?

Listed below are just a few ways in which your app retailer optimization efforts may gain advantage from utilizing customized product pages on Google Play.  

1) Larger conversion charges

Utilizing localized and customised metadata, you’ll be able to be certain that your app’s web page resonates higher with particular ache factors and cultural traits of customers.

Think about you’ve obtained a courting app with a main viewers within the US, however you additionally need to attain English-speaking customers in different international locations. With out customized retailer listings, individuals exterior the US with the gadget language set to en-US will see the primary retailer itemizing, with all of the video exhibits and app options interesting to the US viewers you’ve positioned on the primary app web page. 

Let’s say you need to attain English-speaking customers in India. To try this with precision, you’ll be able to create a customized retailer itemizing focused for India with the en-US as a default customized retailer itemizing language. Localize screenshots and descriptions to attraction to the viewers in India.

There’s no must say that the person getting related messages is extra inclined to have interaction with the shop itemizing and finally set up the app. 

2) Improved app visibility and natural efficiency

Versus the App Retailer, customized retailer listings might be seen in Google Play Retailer natural search outcomes. To optimize for app visibility and additional conversion, app entrepreneurs can leverage the “by search key phrase” concentrating on choice for customized retailer listings. 

In a nutshell, you’ll be able to choose high-value key phrases and, based mostly on them, create a customized retailer itemizing that will probably be proven to these customers who made the related search queries. Understand that Google Play Console offers key phrase ideas to streamline this course of. 

3) Capability to A/B take a look at

Along with a number of Google Play concentrating on choices, customized retailer listings improve A/B testing alternatives for app entrepreneurs. The Console permits solely 5 experiments for the primary retailer itemizing localization, which seems to be limiting in conditions when extra parallel experiments must be launched.

However with customized retailer listings, you’ll be able to bypass these limitations and have 5 experiments concurrently for every of the 50 customized pages that may be created in Google Play Console. 

4) Integration with Google Advertisements.

Customized retailer listings might be focused by Google Advertisements campaigns!

This creates nice alternatives for cellular entrepreneurs to provide their apps’ potential customers a seamless expertise from Google Advertisements to the shop itemizing. By connecting the advert message with the related worth proposition, you’ll be able to enhance the conversion charges of the shop itemizing and produce down the associated fee per set up (CPI) of your advertisements, and enhance general marketing campaign efficiency.

Use circumstances and examples

1. Isolating English-speaking audiences in particular places

English is ready as a default gadget language by customers worldwide, however you might need to promote a suggestion to residents of the US completely. By making a customized retailer itemizing focused for the US with en-US as a default language, you’ll be able to present your low cost provide to this remoted cohort of customers, whereas the remainder of the en-US audio system will see the primary retailer itemizing.

2. Focusing on teams of nations that share one language

You can too goal customers positioned in several international locations however sharing one language. For instance, Spanish is spoken in international locations like Argentina, Colombia, and Chile. By making a customized retailer itemizing that displays the nuances and preferences of this area, you’ll be able to optimize your app’s visibility in Latin American international locations.  

3. Concurrently attain a number of international locations talking totally different languages

Let’s say you’ve obtained a navigation app with the US as the first market, however it’s also well-liked with customers in Latin America. In an effort to attraction to them effectively, you consider highlighting particular options for Mexico and Brazil. Right here’s what you are able to do:

• Create a foremost retailer itemizing for the US market and international audio system of the en-US language. The textual and graphic property could embrace basic options of your navigation map and point out cities positioned within the US. 
• Create a customized retailer itemizing named “Latin America” concentrating on customers in Mexico and Brazil, with all of the required textual content and graphic content material localizations for the area (e.g., related cities in screenshots). As for languages, you might need to set es-419 because the default language of the customized itemizing and manually add the Portuguese (Brazil) (pt-BR) localization to Google Play Console.

4. Re-engaging inactive customers

Inactive customers are those that both have the app on their gadget with out utilizing it for 30 days or extra or those that have eliminated the app from their gadget totally. To carry inactive audiences again, you’ll be able to leverage customized retailer listings with their concentrating on by person state. 

For instance, you’ve observed that as you haven’t launched new characters or ranges for some time, a number of customers stopped utilizing your sport in China. To drive re-engagement, you might need to create a customized retailer itemizing for inactive customers positioned in China, highlighting new content material there and reductions for returning customers in screenshots and descriptions.

5. Selling your app on the pre-launch stage

Google Play allows customers to pre-register on your app on the pre-launch stage. Pre-registered customers obtain a notification on the launch day or have the app or sport put in mechanically if units have been made eligible for auto-install.

Throughout a pre-registration marketing campaign you might need to get individuals enthusiastic about your app progressively, utilizing customized retailer listings that focus on “pre-registered customers.” Graphic and textual content property may embrace pre-registration rewards for particular international locations and areas whereas not deceptive customers in these international locations the place the app has been launched or is in closed testing. 

Finest practices

1. Optimize for app visibility in Google Play

One of many main 2024 releases related to customized product pages in Google Play was the introduction of concentrating on by search key phrase. 

This replace allows entrepreneurs to pick out a key phrase or key phrases from these prompt by Google Play Console to additional hyperlink them to a selected customized web page that might mirror these phrases in graphic property and descriptions. Aside from creating personalised experiences for customers, it is a useful instrument to spice up the efficiency of sure key phrases. 

• When deciding on key phrases from these prompt by Google Play Console, consider making a bundle. Our advice is to not choose a single key phrase, as it might considerably restrict your visitors. 
• Leverage variations for key phrases prompt by Google Play Console, the place you may get key phrase spelling corrections and translations that may even be included. Additionally, help your self with Google’s AI Gemini, which offers descriptions based mostly on the chosen search phrases and your foremost retailer itemizing textual content. 

2. Ensure you set clear targets

Every customized retailer itemizing ought to have a transparent goal earlier than launching. This may be growing the obtain fee for a selected person section, re-engaging customers, or boosting the subscription fee. Simply ensure you can correctly monitor the outcomes. 

3. Get extra correct visitors on your A/B checks

A/B take a look at configurations for foremost retailer listings don’t counsel selecting the nation and language. Principally, while you launch an experiment for French (France), your outcomes are distorted: they don’t embrace pure knowledge for France however for all customers with French (France) as their gadget language.

So, if you wish to get French-speaking visitors positioned in France solely, consider launching A/B experiments utilizing customized retailer listings. 

Conclusion

Customized retailer listings create nice App Retailer Optimization alternatives for bettering an app’s visibility on Google Play. As a consequence of their a number of concentrating on choices, they provide totally different use circumstances for most of the advertising and marketing targets, particularly for these app entrepreneurs selling apps with a world attain. Consider supercharging your advertising and marketing combine with this software, and don’t neglect to iterate and enhance the pages.