Some people continue to believe that ASO is solely about keyword optimization. However, remember that all app store traffic leads to your product page, whether through Facebook advertisements, TikTok, influencer marketing, or directly from the stores.
With PPO, it’s only allowed to test your main product page with different variables. That means while Custom Product Pages are serving paid campaigns, Product Page Optimization will work for more organic search and browse traffic.
As a mobile app publisher, learning and then applying new strategies is inevitable to grow your app among other competitors. One of the effective strategies of a well-designed user journey is to test what works and what doesn't. A/B Testing is a powerful method to understand that clearly.