“You can now target based on keywords so if I find your app based on a certain keyword search you might want to show me a very different custom store listing experiment to maximize my conversion... we're also suggesting the keywords that are important ones for you to customize.”

Custom Play Store Listings Targetable by Keyword Boost Organic Search Conversion

Google Play now lets developers serve different store listing variants based on the search keyword that brought a user to the page. Someone searching 'meditation for sleep' should see a sleep-focused listing, not a generic brand one. The store even suggests which keywords warrant custom listings based on traffic signals — a largely unused conversion lever.