In today’s fiercely competitive app store landscape, a winning strategy requires more than just a stellar product. This is where the powerful synergy between app store optimization (ASO) and paid media campaigns takes center stage.

While ASO teams work on optimizing how an app is shown on the app stores to increase its discoverability and conversions, paid media teams run ads on digital channels to attract users and scale their user acquisition.

Running paid user acquisition campaigns and ASO initiatives share the same ultimate goal: increasing app downloads. However, often, companies run their paid UA and ASO efforts under different teams; and at other instances, they just focus on paid UA campaigns while forgetting about store optimization or vice versa.

Growing an app requires a holistic approach. Marketers should break down silos between UA and ASO teams and create synergies to be more efficient. In this blog post, we will explore the synergies between ASO and paid media campaigns.

This is an Apptweak blog written by Marcos Barceló, our ASO Specialist at Winclap.

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