This June 2020 article records Google’s Custom Details Page beta for App campaigns. It explains how the feature was presented and configured at the time. The screenshots and account-manager workflow below are historical; for current campaign planning, start with our Google App campaigns resource and check the options available in your own account.
Table of Contents
Custom Details Page for app campaigns was designed to align a store page with the creative theme of the ad that brought a visitor there. The useful hypothesis is that a more relevant destination could improve installation conversion. That outcome needs testing against the existing listing, rather than assuming a lift for every campaign.
Remember as we said in our other article that you want to have a separate Adgroup per topic, e.g.: “Travel to Greece” vs. “Travel to Italy” – now you can show specific images, videos, and copy for these users who clicked on ads from those Adgroups. Compare the resulting install rate and downstream user quality with your existing destination before deciding whether to scale.
How it works?
Let’s see an example from the Travel App category. We are to publish several ads simultaneously, with different messages e.g.:
- “Find the coolest hotels in Greece!”
- “Best places to travel with kids in Spain!”
- “Discover the most relaxing thermal spas of Hungary!”
All those very different ads would land on our main & very generic Google Play Store landing page, but now thanks to CDP we are able to customize it and if the ad is about Greece it can land on a custom details page about Greece. So instead of using a generic landing page where the user can face many irrelevant images from different travel destinations, they will meet with a customized Greek creative theme, covering relevant imagery and information as per their interests. 
How to set it up?
During the beta described in June 2020, access was arranged through a Google account manager. You have to send them the information about Adgroups & campaigns as well as all the corresponding CDP assets like images, videos, and text. They will set it up for you. There is no way to make this yourself in the dashboard. Neither do you need to provide any deep links? Google does all of the magic in the backend.
Learn More: Google Advertising Strategy
Google allows you to include up to 80 characters for the short description, and if the users are interested to know more, they can expand the short description to view the full description of your mobile App. This way, we can set it up easily, which ad group should land on which custom details page. See hereby in details: 
A lot more info at your fingertips coming soon, so stay tuned! But if you are interested to get in touch with us for further information!
