ASO Glossary
Apple Search Ads
Apple's paid advertising platform for the App Store, often the highest-converting paid channel for mobile.
Apple Search Ads (ASA) lets you bid for the top sponsored placement on App Store search results. ASA traffic converts unusually well — these are users searching for your category right now — but is also competitive on cost-per-install in established categories. Smart ASO and ASA are complementary: ASO drives organic visibility while ASA captures intent-driven searchers. Many ASO tools (including MobileAction and AppTweak) bundle ASA campaign management.