For apps that wish to draw attention to content unique to a given nation on their app page, this can be difficult. For instance, a German-language meal delivery app would wish to display different eateries in its pictures for customers in Austria as opposed to those in Germany.

However, is it possible to customize and modify your primary store listing for various audiences and market niches inside the same nation? The Custom store listings feature on Google Play allows you to do just that.

This brief and easy-to-follow tutorial will explain what custom store listings are, how they function, and how you can tailor your primary app features to appeal to a particular target market. Being more accurate, pertinent, and appealing to your various audiences will result from doing this. And as a result, both your Google Play store optimization and your app localization efforts will be more successful.

Now let's get started!

What do Google Play Custom Store Listings mean?

With Google Play's custom store listings functionality, you can modify your Android app store listing to target particular user demographics. With the help of this effective tool, you can make a custom store listing that targets certain demographics in chosen nations.

By submitting unique assets and content, developers can build alternate product pages for their app through Google's Custom store listings feature. With the use of targeted offers and value propositions, marketers will be able to more precisely target customers in particular nations or app install states thanks to this functionality. Custom store listings, for instance, can target people who have already registered or users in specific nations. The purpose of this function is to give users a more customized and focused experience.

A custom store listing's primary goal is to increase the number of users who see it and, consequently, the conversion rate of app installs. Additionally, each Custom store listing has a special URL that may be used for campaigns such as emails or others.

Google Play has upgraded custom store listings and added more robust options.
With Google Play, you may have up to 50 Custom store listings, which is a great opportunity for app marketers. Users of Google Play could only generate five custom store listings until May 2022. This is a big shift that will help apps with multiple localizations.


Additionally, Google Play has included new capabilities that allow app creators to more effectively and swiftly reach the target segments. There are two noteworthy updates to mention:

URL targeting for deep linking. You may share the URL that appears in each of your custom store listings with your target audience at any time and from any location. This feature functions similarly to the App Store's Custom Product Pages.

Integrating Google Ads campaign with custom store listings.

This feature offers a plethora of chances by guiding viewers of your Google advertisements directly to your Custom shop listing. You may align your Google app advertising with the landing pages and fine-tune your sponsored ads to avoid presenting duplicate Google Play listings to every user. Once more, this functionality works similarly to the way Custom Store Pages in the App Store may be utilized with Apple Search Ads.

How do listings for custom stores operate?

Users are shown Custom store listings by Google Play in a position of your choosing. The majority of the time, app providers localize their apps to several languages. The app version that users see depends on the language and region settings on their device.

It will be difficult, nevertheless, to target nations that share their primary language with other nations but lack their own language localization on Google Play.

For example, their Android app will probably feature German as the default language for their German-speaking audience in Switzerland. This German-speaking audience will view the same material that individuals in Germany see because Google Play does not have a localization language for Switzerland.

Custom store listings will help you target and modify your app pictures and descriptions for Swiss citizens. Your Custom store listing page, to put it briefly, is an other store listing page that consumers may access only by using their store country or app install status.

Returning to our earlier example, you can create a custom store listing with sales details specifically targeted at Germany if you are running a sales promotion there. German speakers in Switzerland, Austria, and other nations will still be able to see your regular German localization.

Only those with Austrian addresses can be targeted using the same model. All other users who have German as their primary shop nation language and reside outside of Austria will see the default German store listing; however, you have the option to build a custom store listing that only appears to users in Austria.

Custom store listing benefits

Custom store listing is a unique tool that allows you to target consumers based on their region and change any element of the main store listing.

The ability to discern between nations and give app users a more customized and targeted experience is the main advantage. Put another way, you can customize the listing of your app for particular nations within the same region.


Marketers can, for instance, design a custom store listing for Argentina that is distinct from the Colombia page, both of which fall under the "Spanish - Latin America" region. As a result, there is no chance that customers in other nations will see the offers that marketers are promoting.

Users with varying install statuses can also be targeted by custom store listings. Developers are now limited to targeting countries or areas where an app is pre-registered using Custom store listings on Google Play. This will let developers to keep the app's store listing different in the nations where it is under closed testing or has been released.

Restrictions

Although Custom store listings have certain limitations, we don't believe these should stop anyone from utilizing this feature.


One restriction is that one Custom store listing page cannot be used in more than one nation. You must carefully consider how you will develop your personalized listing if one country is given top importance in your app marketing efforts. You will not be able to add more Custom store listings that target the USA if you want to create a listing for the USA solely and your primary default localization language in Google Play is en-US.