--- static_export_time: "2026-08-11T15:12:10+00:00" title: "The ASO & Apple Search Ads Growth Loop" description: "Discover how and why you should create successful synergies between ASO & ASA to skyrocket your organic and paid visibility on the App Store." url: "/en/aso-blog/mau-recap-successful-synergies-between-aso-apple-search-ads" locale: "en-US" image: "https://www.apptweak.com/img/2024/07/1200x627_with-title_social-media-2024-07-25T101139.590.png?auto=compress%2Cformat&q=95" --- # The ASO & Apple Search Ads Growth Loop ![Anthony Ansuncion](/img/2023/03/anthony_a.png?auto=format%2Ccompress&w=200&h=200&fit=crop)by  **Anthony Ansuncion** App Growth Consultant at AppTweak Last updated on March 12 2025 — 7 min read Summarize with AI Subscribe to our monthly newsletter Subscribe to our monthly newsletter Apple Search Ads can significantly enhance your App Store Optimization efforts. Running Apple Search Ads campaigns alone can boost organic visibility, conversions, and keyword rankings through increased downloads. By adding high-converting [Apple Search Ads keywords](/en/aso-blog/how-to-choose-keywords-for-apple-search-ads-campaigns) and creatives into your [ASO strategy](/en/aso-blog/aso-strategy), you create a powerful loop that boosts your App Store visibility and conversion. This synergy is vital for continued app success, maximizing impact across channels by leveraging Apple Search Ads insights to improve ASO. In this blog, we’ll share some **key insights** on how to create **successful synergies between** **ASO & ASA** (Apple Search Ads) to help you boost your paid and organic visibility on the App Store. * * * ## Why to align ASO & Apple Search Ads strategies? Let’s take the example of **March Madness** , the college basketball season in the US. There are essentially just two apps available for live streaming the games without needing a cable subscription: _Max_ and _Paramount+_. On the first day of March Madness,  **_Max_ outranked _Paramount+_ on almost all March Madness-related keywords**. ![By incorporating high-volume March Madness-related keywords into its keyword field early in March, Max managed to secure a strong organic ranking for these terms before the competition heated up](/img/2024/05/unnamed-1.jpg?auto=format&fit=scale&h=798&q=95&w=768) _By incorporating high-volume March Madness-related keywords into its keyword field early in March, Max managed to secure a strong organic ranking for these terms before the competition heated up. Source: AppTweak_ Based on data found on AppTweak, we believe the following happened: - _Max_ added **high-volume March Madness-related keywords to its keyword field** early in March – well before the search demand peaked. By adding the keywords so early, it was able to rank well for these keywords organically before the competition intensified. ![Max achieved a high ranking for the keyword "March Madness" immediately following a version update and strategically included the keyword in their metadata just as the search volume for March Madness was reaching its peak](/img/2024/05/unnamed-22.png?auto=format&fit=scale&h=678&q=95&w=768) _Max achieved a high ranking for the keyword “March Madness” immediately following a version update and strategically included the keyword in its metadata, just as the search volume for March Madness was reaching its peak. Source: AppTweak_ - Like many other apps, _Max_ tapped into the March Madness excitement by bidding on related keywords through [Apple Search Ads](/en/aso-blog/apple-search-ads-tips-and-best-practices). It also rolled out **March Madness-themed c**** ustom product pages **** (CPPs) for these keywords** to boost relevancy and increase conversion rates.  The secret here lies in the coordinated efforts to [synergize ASO & ASA](/en/aso-blog/the-connection-between-asa-and-aso-a-shopkick-case-study): - **Early keyword integration:** By adding March Madness-related keywords to the keyword field before the seasonal surge, _Max_ signaled to Apple the relevance of these keywords for its app. - **Organic relevancy:** Building organic relevancy positioned _Max_ advantageously for the Apple Search Ads auction, as Apple weighs keyword relevancy heavily in determining auction winners. - **Targeted bidding:** By bidding on March Madness-related keywords, _Max_ enhanced download velocity for these specific terms. - **Custom product pages (CPPs):** Running CPPs helped increase the conversion rate for these keywords. - **Impact on organic rankings:**  Both download velocity and conversion rate are key metrics Apple uses to rank apps organically. - **Cyclical benefits:**  This improved organic visibility signals ongoing relevancy, which can help reduce Cost Per Install (CPI) in Apple Search Ads. ![ASO and ASA growth loop](/img/2024/07/Screenshot-2024-07-25-at-10.10.54.png?auto=compress%2Cformat&fit=scale&h=676&q=95&w=768) _The ASO and ASA growth loop. Source: AppTweak_ By timing and planning their March Madness campaign well, **_Max_ well outdid _Paramount+_ in terms of visibility** in the App Store. Watch this video where we deep dive into the benefits of integrating ASO and Apple Search Ads: ## Seasonal ASO & Apple Search Ads strategy wins Now, let’s explore the different factors to consider when planning successful ASO & Apple Search Ads seasonal strategies on the App Store. ## 1. Maximize your visibility - **The seasonality battle is won early:** Update your metadata early and incorporate seasonal keywords well before the hype of the events builds up and competition on these keywords increases. - **Group your keywords:** Organize keywords into categories, for example, during different sports seasons, categorize terms such as NFL, NBA, etc. and monitor keyword volume for these keyword groups carefully so you can act on volume changes quickly. - **Optimize spend for high-performing keywords: ** Take high-performing keywords out of your discovery campaigns. Then, leverage [ASO keyword research tools](/en/aso-blog/how-to-conduct-keyword-research-on-apptweak) like AppTweak’s **Keyword Clusters** to find more keywords closely related to these high-performing keywords. - **Collaborate between teams:**  The ASA and ASO teams should work closely. For instance, ASO teams should incorporate high-potential ASA keywords into their organic strategy early on so that they can start building relevancy for them. ## 2. Adapt creatives to increase conversion - Knowing when to adjust your app’s creative elements is crucial. For instance, sports apps can  **leverage seasonal trends** by introducing NFL-themed screenshots during the football season to increase their appeal and relevance. - Choosing  **what to highlight**  in your creatives – whether it’s star players, beloved teams, or major sports events – is an ongoing dialogue with your audience. Discovering what lights up your users’ eyes can boost your download numbers. - And here’s where [A/B testing](/en/aso-blog/basics-of-a-b-testing-in-aso) comes into play. To find what truly resonates with users, systematically **test different elements** (players, teams, channels) **one at a time**. This helps optimize your creatives for different seasons and ensure that the data collected is actionable and directly ties to user preference. ## 3. Use seasonal research to design effective CPPs Leverage insights from metadata and creative research to inform your [custom product pages (CPPs)](/en/aso-blog/apple-s-ios-15-custom-product-pages-their-impact-on-aso) strategy: - Use **past research** to know when to start your ad bids before the competition heats up. - **Customize your pages** based on what users want during different seasons, using insights from previous research. - **Apply findings from creative research** to make your CPP visuals and content appealing. - **Update your CPPs** with the **right seasonal keywords** to attract more users. - Keep **testing different CPP versions** to see what works best and update based on performance data. [Discover powerful insights into your competitors’ CPP strategies with AppTweak’s CPP Explorer](/en/aso-blog/custom-product-pages-now-on-apptweak-app-store-examples) ## 4. Boost engagement with in-app events Leveraging [in-app events](/en/aso-blog/what-are-in-app-events-how-do-they-impact-aso) can also help you engage and retain your audience on the App Store. So, why do in-app events matter so much? - Unlike typical screenshots, **in-app events can pop up in search results for broader keywords** , catching the eye of potential new users. - Apps or games related to specific sports or events can attract more downloads by offering **timely content** that matches users’ current interests. - Choosing which event to feature depends on what engages users most. Compare **how in-app events vs default visuals affect your conversion rates**. - Identify **what type of events got your competitors featured** to uncover niche or seasonal events you might have overlooked. - Finally, **timing your in-app events** with the ebb and flow of user interest around seasonal events can dramatically boost their impact. ## 5. Leverage app reviews for Apple Search Ads & ASO Your [app reviews are a goldmine of feedback](/en/aso-blog/4-tips-to-monitor-manage-app-reviews-ratings)! They tell you exactly what people love and don’t love about your app. It’s super important to keep an eye on those reviews. Your **[app store reviews](/en/aso-blog/app-store-reviews) can even help boost your app’s visibility and strengthen your ASO**. For example, if a particular feature is popular with users, highlight it in your app’s screenshots. This can make a big difference in your download numbers. Remember, [don’t brush off negative feedback](/en/aso-blog/how-to-respond-to-good-and-bad-app-reviews). Use it as a stepping stone to improve your app. It shows you’re not just about the tech, but you really care about making your users happy. And when potential new users see you’re actively engaging with feedback, they’re more likely to give your app a try. [Start free trial](https://app.apptweak.com/accounts/new?locale=en) * * * by **Anthony Ansuncion** , App Growth Consultant at AppTweak Anthony is an App Growth Consultant at AppTweak helping apps improve their store presence. He is passionate about sports, movies, video games and has way too many shoes. [![](/img/2023/09/aso-book-2022-menu.jpg?auto=format,compress&fit=crop) Advanced App Store Optimization Book Whether you’re an ASO newbie or an industry veteran, explore the foundations of ASO as well as the latest tips, techniques, and best practices for app growth success. Get your copy ](https://www.asoebook.com/?utm_source=apptweak&utm_medium=referral&utm_campaign=aso-book&utm_content=apptweak-blog) * * * More articles in Advanced ASO, Apple Ads - [ Advanced ASOApple Ads March 23, 2026 The ultimate guide to Apple Ads in 2026 Learn how Apple Ads works in 2026: placements, campaign types, bidding formulas, custom product pages, and ASO synergy—with benchmarks from … ![Alexandra De Clerck](/img/2023/03/6dY12u8H-alexandra.jpg?auto=format%2Ccompress&w=300&h=300&fit=crop)Alexandra De Clerck ](/en/aso-blog/guide-to-apple-search-ads) - [ Advanced ASOApple Ads October 6, 2025 Boosting brand visibility with custom product pages and deep linking Learn how to combine custom product pages and deep linking to defend your brand, create seamless user journeys on the … ![Jane Jin Pak](/img/2024/09/20240919-Jane-Pak-office.jpg?auto=format%2Ccompress&w=300&h=300&fit=crop)Jane Jin Pak ](/en/aso-blog/boosting-brand-visibility-with-custom-product-pages-and-deep-linking) - [ Advanced ASOApp Market InsightsApple Ads February 27, 2025 What is incrementality in mobile app marketing? 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