Create custom store listings to target specific countries

With custom store listings, you can tailor your app’s store listing to appeal to specific user segments in countries that you select.

If your app has a global audience, you can use custom store listings to accurately showcase your app’s features and communicate what’s great about your app in ways that are relevant to users in different countries. You can also use custom store listings specifically for your pre-registration campaigns.

Note: Custom store listings is one of two ways that the Play Console can help you deliver differentiated experiences to users in different locations. To deliver store listing and app content based on the user’s language preference (or language preference-market pairs), consider adding translations for your app.

View examples of how you can use custom store listings

To help you think of creative ways to use custom store listings, here are a couple of different examples of how you can use them:

Example 1: Highlight features for English speakers in different countries

Imagine that you have a video streaming app with a potentially large audience in the United States and Singapore, two countries with a high percentage of English speaking users.

To effectively market your store listing to users in both countries, you want to highlight different content, such as popular TV shows, and features that appeal most to users in each country. Here’s how you can do this using your store listing:

  • Create a main store listing in English: Since the United States is your primary market, you create a main store listing for users in the United States and other countries that uses English (en-US) as its default language. You include celebrities that are popular in the United States in your screenshots, and you mention your app’s “offline viewing mode” in your short description because it’s a popular feature in the United States.
  • Create a custom store listing for Singapore: To market your app to Singapore, you create a custom store listing that targets users in Singapore. Since your target users are likely to be English speakers, you set your custom store listing’s default language to English (en-US). You include celebrities that are popular in Singapore in your screenshots, and you mention 4K video in your short description because it’s a popular feature in Singapore.

Results

Main store listing Custom store listing
  • English language users in the United States see your main store listing with celebrities they recognize and read about "offline viewing mode."
  • Spanish language users in the United States see your main store listing with the same content with automated translations into Spanish.
  • English language users in Singapore see your custom store listing with celebrities they recognize and read about 4K video.
  • Malay language users in Singapore see your custom store listing in English because custom store listings don’t include automated translations. If you want them to see your custom store listing in Malay, you can add a translation.

Example 2: Use multiple default languages to market your app

Imagine that you have a cookbook app that’s popular in the United States and in Latin American countries, specifically Mexico, Argentina, and Brazil.

To attract users with recipes and descriptions that would appeal to them, you want to customize your store listing for specific markets. Here’s how you can do this using your store listing:

  • Create a main store listing in English: Since the United States is your largest market, you create a main store listing in English (en-US) that’s designed for both users in the United States and a global audience.
  • Create a custom store listing for Latin American countries in Spanish and Brazilian Portuguese: To market your app to users in Mexico, Argentina, and Brazil, you create a custom store listing called “Latin America” that targets users in those countries. You make Spanish in Latin America (es-419) the default language, and you add a translation in Brazilian Portuguese (pt-br). You include screenshots and descriptions that appeal to Latin American users.

Results

Main store listing Custom store listing
  • English language users in the United States and in countries outside of Mexico, Argentina, and Brazil see your main store listing.
  • Spanish in Latin America language users in the United States see your main store listing with automated translations into Spanish because you didn’t add a translation for your main store listing.
  • Spanish in Latin America language users in Mexico, Argentina, and Brazil see your custom store listing in Spanish, your custom store listing’s default language.
  • Brazilian Portuguese language users in Mexico, Argentina, and Brazil see your custom store listing in Brazilian Portuguese because you added a translation in their language.
  • English language users in Mexico, Argentina, and Brazil see your custom store listing in its default language of Spanish in Latin America because custom store listings don’t include automated translations. If you want them to see your custom store listing in English, you can add a translation.

Guidelines

You can create up to five custom store listing pages. If you’ve already created an app with a store listing, its existing store listing becomes its main store listing, which is shown to users in countries that you don’t target with a custom store listing.

Before you create your first custom store listing, here are some important things to know:

What you can customize
  • For each custom store listing, you can customize your app’s title, icon, descriptions, and graphic assets.
  • Your app’s contact details, privacy policy, and app category are shared across all versions of its store listing.
Country targeting
  • You can target multiple countries with a custom store listing, but you can only target a country with one custom store listing at a time.
  • For example, if you have a custom store listing that targets the United States and Canada, you can’t target the United States and Canada with other custom store listings.
Translations
  • Custom store listings aren’t automatically translated, so you need to choose a default language when you create them.
  • Unless you add translations for your custom store listings, they’re shown to users in the countries that you select in your custom store listing’s default language.
  • It’s a good idea to make sure you add translations for all of the languages that are spoken in the countries that you target with a custom store listing.

Create a custom store listing

To a create custom store listing:

  1. Open the Play Console.
  2. Select an app.
  3. On the left menu, select Grow > Store presence > Custom store listing.
    • If you don’t already have a main store listing for your app, you need to create one and publish your app before you can create a custom store listing.
  4. Select Create custom store listing.
  5. In the “Listing details” section, type a name for your custom store listing.
    • Tip: Your custom store listing’s name is only for your reference and isn’t visible to users, so choose a name that’s helpful to you, like “North America” or “Countries in Asia.” The name can’t be edited once created.
  6. Next to “Targeting,” select the targeting segments that you want to see your custom store listing by selecting Country and/or Install state for Pre-registered users.
    • Note: Your app’s distribution and testing settings may affect your ability to select certain options, or certain combinations of options. Here are some common examples of why certain segments may not be available:
      • Used in another custom store listing: Country/region is unavailable because you’ve already targeted the country with a different custom store listing.
      • Pre-registration: Pre-registered users in the country/region are unavailable for targeting because your app has already launched there.
      • App not yet released to production: Country/region is unavailable because you haven’t yet released your app to production there.
      • Unavailable in Google Play: Country is unavailable because you don’t distribute the app there.
  7. In the “App details” section, choose a default language by selecting Manage translations > Change default language.
    • Note: Unless you add translations, users in the countries you select will see your store listing in the default language. If you want to add translations for your app, select Manage your own translations.
  8. Next to "App details," type a title and a short and full description. 
  9. In the “Graphics” section, upload your graphic assets.
  10. Select Create.
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