How to Balance ASO and Paid UA for Maximum App Growth

Growing an app in today’s competitive marketplace is no small feat – as of the first quarter of 2024, global app downloads hit approximately 34 billion, split across Google Play and the Apple App Store. That means, you may have a fantastic product, but reaching the right users requires more than just a great idea—it takes strategic marketing. To maximize your app’s visibility and drive installs, you need to understand the balance between App Store Optimization (ASO) and Paid User Acquisition (UA). Together, these two strategies can be a powerful combination for sustained growth, especially if you understand where and how to leverage them. In this post, we’ll explore the intersection of ASO and paid UA, with insights into how to approach both for maximum effectiveness.

What is ASO and Why Does It Matter?

ASO, or App Store Optimization, is essentially SEO for mobile apps. It involves optimizing an app’s metadata (title, description, keywords, etc.) to increase its visibility on app stores like Google Play and the Apple App Store. ASO helps boost organic downloads by making sure your app appears in relevant search results.

To succeed with ASO, you need to understand how keywords, creative assets, and ratings impact your ranking. ASO should be an ongoing process rather than a one-time fix. Monitoring performance and updating your ASO strategy regularly can significantly impact your app’s visibility and help you stay ahead of competitors.

Paid UA: Driving Immediate Results

Unlike ASO, Paid User Acquisition (UA) drives visibility and installs quickly by putting your app in front of targeted users through ads. Paid UA can include a range of platforms and ad types, such as social media ads, in-app ads, and search ads. A well-managed UA campaign brings in new users, boosts your app’s ranking, and amplifies your ASO efforts.

However, paid UA can be costly, and it’s important to make sure you’re getting a return on your investment. By targeting the right audience, designing high-converting ads, and monitoring performance metrics, you can make the most of your paid UA campaigns.

ASO vs. Paid UA: Where to Start?

1. LAUNCH
New App Launch. For a new app, start with ASO – build a solid foundation in app store rankings. Optimize your app’s title, description, and visuals.
Add Paid UA for Quick Wins: Once you have a strong ASO base, use paid UA to amplify your reach and bring in targeted users.
A combination of ASO and paid UA works best at this stage. ASO establishes your presence on the app store, while paid UA gives you the initial boost to get in front of a wider audience.

2. GROWTH
Increasing Visibility: If your app is struggling to get noticed, investing in ASO will improve your search rankings and organic visibility. Paid UA can further amplify your reach, especially if targeted to users who are likely to engage with your app.

3. MATURITY
Re-engaging Lapsed Users: Monitor and Adjust. Both ASO and UA require regular adjustments. Use analytics to understand what’s working, and don’t be afraid to iterate.
Paid UA is typically more effective for re-engagement campaigns. You can use ads to target users who downloaded your app in the past but haven’t opened it recently.

By assessing your goals and where you are in the app lifecycle, you can determine the right balance between ASO and paid UA.

Integrating ASO Creative and Paid UA for a Cohesive Strategy

Combining ASO creative with paid UA strategies creates a cohesive brand experience and maximizes user engagement. Here are some ways to ensure synergy between ASO and UA:

• Consistent Visuals: Use similar visuals across your app store listing and paid ads. This consistency helps users recognize your brand, whether they find you via search or through an ad.
• Testing and Iteration: Run A/B tests for both ASO and paid UA assets. Test different headlines, descriptions, icons, and screenshots to see what resonates best with your audience. The insights from these tests can inform both your ASO and UA creative strategies.
• Leverage Keywords in Ads: The keywords that perform well for ASO can also be useful in your ad copy. By using relevant keywords in paid ads, you can target users who are more likely to be interested in your app.

Common Mistakes: Why UA Managers Shouldn’t Overlook ASO

It’s easy to think of paid UA as the “quick win,” but overlooking ASO can be a costly mistake. While UA campaigns can bring users quickly, ASO helps maintain visibility long-term. Here are some common mistakes to avoid:

• Focusing Solely on Paid UA: Paid UA can drive installs, but if your app isn’t optimized for search, you may be missing out on users who search for apps like yours.
• Ignoring ASO After Launch: Many UA managers optimize for launch and then move on, but ASO requires continuous effort. Tracking changes in app store algorithms, updating keywords, and monitoring user feedback can help keep your app visible over time.
• Not Using ASO Data for UA Campaigns: The insights from ASO efforts, such as which keywords and creatives drive the most traffic, can inform paid UA campaigns and improve targeting.

What’s next?

In conclusion, neither app store optimization nor paid user acquisition is a standalone solution. For maximum growth, your app marketing strategy should integrate both. By continuously optimizing your app for search and running targeted creative ad campaigns, you’ll be able to drive sustained user growth and improve overall app visibility.

SuperFaction is your go-to partner for maximizing app and mobile game growth. Our expertise in balancing App Store Optimization (ASO) and Paid User Acquisition (UA) helps ensure your app reaches the right users consistently. With the competitive landscape in mind and over a decade of app and game growth experience, we understand the importance of a strategic approach to visibility. SuperFaction provides seamless ASO and UA integration to boost both organic growth and targeted installs.

Reach out to us to start growing your app’s downloads and visibility with a tailored, data-driven approach today.