Business of Apps Podcast #253: How paid campaigns boost your ASO with David Quinn, VP of Strategy and Partnerships at Gummicube
App Store optimization is often treated as a checklist item — update keywords, run a few tests, maybe layer on some paid traffic. But when those pieces operate in isolation, teams miss the real opportunity: using paid and organic together as a single, feedback-driven system.
In this episode, we’re sharing an App Talks interview with David Quinn, VP of Strategy and Partnerships at Gummicube. David reframes ASO not as a standalone discipline, but as a full-funnel acquisition and conversion engine — one where keyword strategy, creative testing, and paid campaigns continuously inform one another.
Today’s topics include:- Why ASO only works when keyword strategy, creative testing, and paid campaigns are treated as one system
- How paid campaigns can actively support organic rankings instead of cannibalizing them
- Using Apple Search Ads taps and share of voice to influence App Store search performance
- Structuring Apple Ads campaigns and ad groups for clearer insights and better optimization
- The role of custom product pages in improving conversion and lowering paid acquisition costs
“ASO isn’t any one of these things in a vacuum — it’s the combination of keyword updates, A/B testing, and paid campaigns, and the learnings you get from all of them together.”
“If you launch paid campaigns before setting up your metadata, you’re missing a huge opportunity for the algorithm to understand what you should rank for.”
“Paid search placements can help organic performance because taps are signals — if users choose your app more often, the store learns to rank it higher.”
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