Are you exhausted from spending countless hours searching for your competitors' ads? Have you ever wanted to know the Impression share of each of their custom product pages? With SplitMetrics Acquire CPP Intelligence, you can now analyze your competitors' CPPs and gain valuable insights into their performance, all in one place.
What does CPP Intelligence offer?
🔹 Convenient Views. You can easily examine your competitors' custom and default product pages using the tool's table, card, and expanded views, all of which are important for a complete understanding of the CPP's strategy and effectiveness.
🔹 Keywords Share Metric. In addition to Impression share, our solution provides a new metric that shows the percentage of keywords associated with a CPP, enabling you to identify the CPP with the largest semantic base.
🔹 Organic Rank and SOV 5d Comparison. By comparing your app's visibility to that of your competitor in both organic and paid traffic, you can determine where you are winning or losing the competition and the strategies your competitor is using to beat you for specific keywords.
🔹 Full Insights Data. CPP Intelligence and Keyword Discovery use the same metrics for keyword assessment, making it easy for you to analyze keywords without having to learn new metrics.
🔹 Time-Based Analysis. By using the date picker, you gain valuable insights by analyzing data over specific time frames. You can uncover historical trends and patterns in your competitors' strategies, enabling you to track changes over time and adapt your UA strategy accordingly.
How can I start using CPP Intelligence?
Step 1. Go to Market Intelligence in the left navigation menu and click CPP Intelligence.
Step 2. Select the app you wish to compare with a competitor.
💡 Did you know? You can search for and select any app from the App Store, not just your own. This powerful enhancement allows you to gain deeper insights into your competitors' custom product pages and their competitive landscape.
Step 3. Choose the storefront that interests you and where your app is available.
Step 4. Select the necessary date range for analysis: last 7, 14, 30, 90 days. To analyze any month, select the Custom month option, set your desired start and end dates, and click the Apply button.
💡 Note: The Custom month option allows you to select any full month from its start to end date.
Once completed, you can search for CPPs in the selected timeframe by a specific competitor or keyword.
Search by competitor
In the By competitor tab, you can perform a search by app's competitors to examine their custom and default product pages. To start, follow the steps below:
1. Select the competitor whose CPPs you want to view.
💡 Tip. When looking for a competitor, explore these options:
Use the search function to find a competing app by its name, ID, or App Store link.
Browse through our suggested Top Paid and Top Organic apps or check the Similar apps list if the Top Paid and Top Organic tabs are unavailable.
Create your own list of competitors for the chosen app and select one from that list.
You have the flexibility to create multiple custom competitor lists. Simply click + Add new list from the dropdown. To edit or delete a list, use the icons next to its name.
❗Important notes:
If the checkbox is grayed out when you try to add a competitor, it means your list is full. Just delete a few suggested competitors to make room, and then you'll be able to select the checkbox and add a new competitor.
If you come across a "Something went wrong" error, please try the action again. This error suggests that the API didn't respond for some unknown reason, and retrying usually resolves it.
2. After choosing your competitor, select the date range for analysis and click the Show CPP button.
You'll see your competitor's default and custom product pages that were active during the specified period, along with a list of keywords for which these CPPs were displayed and estimated CPP's impression and keywords' share for the selected date range.
Note. If you want to remove a competitor's app that you have already selected, you can simply hover over its icon and click X. Then, choose a new app and click Show CPP to view the results. Be aware that the results will also be cleared when switching between tabs.
Search by keyword
In the By keyword tab, you can discover insights on the apps that were running ads for the specific keywords in the selected date range. All you have to do is:
1. Enter the desired keyword into the search box.
2. Select the date range for analysis and click Show CPP.
The CPPs will be displayed in descending order based on the CPP's Share of Voice at the specified timeframe, along with the top keywords that were active during the selected period.
Search by Category
The By Category tab allows you to compare Custom Product Pages across different app categories, such as gaming, finance, or shopping. This new tab enhances benchmarking by giving you insights into how competitors in your industry design their creatives and structure their campaigns.
To get started:
1. Select the By Category tab within CPP Intelligence.
2. Choose an app category from the selector.
3. Pick a date range to analyze historical performance.
4. Review the table of relevant keywords to see which ones are driving impressions for CPPs in that category.
How to handle the results?
To analyze your competitor's CPPs, you can use the table view, card view, or the more detailed expanded view.
The table view is now available by default. If you prefer the card view, just click the corresponding icon 👇
For a more in-depth understanding of the CPP, click the maximize button to open up a detailed view 👇
Keep in mind that only the CPPs active in Apple Ads will be shown.
Table view
Table view is useful when analyzing numerous CPPs, especially in the By keyword tab. We highlight the top 10 keywords for each CPP, making it easier for you to understand the strategy behind it.
🕰️ Top keywords by SOV and CPP Share Of Voice metrics show data for the selected date range, letting you discover how competitors' CPPs change over time.
👀 Also, you'll find the First and Last seen data exclusively in this view, giving you insights into how current the selected CPP is. You can sort CPPs by date to focus on the most recent ones.
Card view
Card view provides a quick and easy way to get an overview of your competitor's default and custom product pages and see how they are performing in terms of visibility and engagement. Here, you can quickly navigate through the pages using the arrow keys, and sort them based on their Impression share and Keywords share (available only when searching by competitor).
In both the table view and card view, you can find the Impression share and Keywords share of the CPP when searching by competitor. If you're searching by keyword, you'll see the CPP's Share of Voice for the specified range. In either case, there's a link to the CPP page.
To dig deeper and learn more about the CPP, you can utilize the expanded view 👇
🚨 Important to know:
Impression share refers to the estimated percentage of impressions that a CPP can receive, indicating how often the page can be displayed to potential customers. In most cases, the total Impression share of all CPPs for a given app will amount to 100%. However, due to rounding, there might be situations where the sum exceeds 100%, reaching values like 101%, 102%.
Keywords share indicates the percentage of keywords associated with a CPP. The total Keywords share for all CPPs can be over 100% because one keyword can belong to multiple CPPs.
CPP's Share of Voice displays the share of ad impressions for both your product pages and those of your competitor for a chosen keyword in the specific storefront. It provides an estimated average share for the selected date range.
Expanded view
Expanded view provides a comprehensive look at the CPP's content, including the latest assets that we saw during selected date range. This view is particularly helpful in understanding the point at which users make the decision to download the app. By offering a complete representation of the CPP, it provides valuable insights that can be used to improve your own CPPs.
In this view, you can easily scroll through all the assets and examine the CPP in detail. Similar to other views, you can use the arrows to navigate between CPPs, view the Impression share, Keywords share, CPP's Share of Voice.
Moreover, the expanded view provides a convenient copy icon that lets you easily copy the promotional text to your clipboard when available. If you want to switch back to the table view or card view, simply click the minimize icon.
Keywords list
Once you have selected a CPP, you can examine its specific keywords.
🚨 Important to know:
The selected CPP only displays keywords that triggered its display in the selected date range. Keywords with special characters, except "-", ":", and spaces, are not included.
Metrics in the keywords list depict keywords’ current performance regardless of the date range selected.
You can then explore these keywords' current performance using various metrics👇
Translation column shows the translation of keywords into English, making it simple for you to explore keywords in unfamiliar languages and foreign storefronts without getting lost in translation.
Search Popularity reflects the search volume of the keyword in the selected storefront. Alongside the Search Popularity value, there is an additional indicator revealing keywords that have experienced changes in popularity in the last day. This feature assists you in identifying trending keywords or those that may now attract less traffic compared to the previous period.
Organic Rank shows the current position of your app and your competitor's app in organic search results for the keyword.
SOV 5d (current) indicates the share of ad impressions for your app and your competitor's app for the chosen keyword in the specific storefront.
SOV 5d Top Apps allows you to see the level of competition for each keyword and discover which specific applications are using a keyword in their Apple Ads campaigns. You can open the full list of SOV 5d Top Apps by hovering over the help tag (?).
Organic Results displays the total number of apps that appear in the organic search results for the keyword.
Impression Volume is an estimate of the number of times your sponsored ad could be displayed to users per day for the chosen keyword in the selected country. Impression volume is an important metric to consider when planning your advertising campaigns, as it gives you an idea of how often your ad could be seen by potential customers. The metric is based on Search Popularity.
Brand Protection assesses how well the owner protects their branded keywords. This metric relies on SOV data and helps identify which competitors' branded keywords to target, as well as your own vulnerable keywords. There are 3 levels of protection:
Note. If a keyword is either unbranded or lacks sufficient data to link it to an app, you'll see a gray shield icon in the Brand Protection column. If you believe a particular keyword should be associated with a specific app, please let us know.
Keyword Type indicates the category of keywords: green icons represent your brand keywords, grey icons represent your competitors' branded keywords, and generic keywords are indicated by a grey icon with the letter "G". Hovering over an icon allows you to learn more about the competitor who owns that keyword and find a link to their App Store page.
✨ Tips and tricks:
To hide unwanted metrics, click the Edit columns icon and clear the checkboxes you don't need.
Hovering over a row in the list will let you see the best SOV 5d and Organic Rank scores highlighted, showing the top competitor immediately.
You can easily check out CPPs used by any keyword. Simply click the "Show CPPs by keyword" button, and you'll be redirected to the By keyword tab with ads that are or were shown for that keyword.
To refine your analysis, consider using a variety of filters to focus on the keywords that are most relevant to your goals.
You can, for example, filter out generic keywords, leaving only those associated with your brand and your competitors' brands. Once you've applied these filters, it's simple to spot your branded keywords and those of your competitors in the Keyword Type column.
❗For filters that you rarely use and want to hide, click the Filters icon and deselect the checkboxes, keeping only the essential ones.
After evaluating the keywords using the available metrics, you can click the Export report button to download the list of keywords and continue analyzing them in a CSV file.
Alternatively, you can create specific lists by individually selecting the necessary keywords using the corresponding checkboxes. These selected keywords will be added and displayed in a separate section on the right side of the page. To see the full list of selected keywords, click Open to expand the section.
To download the list, you can click Export and choose either Download selected as keywords or Download selected as negative keywords depending on your purpose. The report will be generated and downloaded via your browser.
Note. You can also select all the keywords displayed on the page in bulk for further downloading or adding to your campaigns or ad groups by selecting the checkbox next to the Keywords of the Selected CPP column header. The number of keywords selected in bulk depends on the chosen number of lines.
Once you have found the keywords you want to use, you can add them to any of your ad groups and campaigns, or create single-keyword ad groups with them 30 times faster.
🚨 Important note:
In certain cases, when using CPP Intelligence, you may come across error messages. Here are three potential scenarios that could lead to such errors:
Error from API. If there is an error from API, you will see the message "Something went wrong. Try to reload the page".
No data was found for an app or keyword in the selected storefront. If no competitor CPPs were found for an app or keyword in the selected storefront, you will see the message "There are no active CPPs for selected competitor or for provided keyword. Please choose another one". This means that this competitor or keyword has only a default product page activated.
No keywords were found for the selected CPP/DPP. If there are no paid keywords found for the selected CPP or DPP, you will see the message "There are no paid keywords for the selected page". If keywords are missing because of specific filters you applied, then the message “There are no keywords that match the applied filters. Try to change filters query“ will appear.