#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

Links and Resources:

• • David Quinn on LinkedIn
  • Gummicube website
  • Business Of Apps - connecting the app industry

Quotes from David Quinn

“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.”

Host

Business Of Apps - connecting the app industry since 2012