App Store Advertising (ASA)
Paid promotion of apps within an app store
App store advertising is a method of paid user acquisition by which you pay to display your app on Google Play or iOS App Store. Unlike listing your app organically (see app store optimization), ASA allows you to display your app to more users through paid advertising.
Both the Apple and Google app stores rank their apps (similar to how websites are ranked on a search engine) — apps that are better optimized and have relevant keywords will rank higher when searched. Like website rankings, the higher the rank of your app, the greater the chance users will view and install your app. With ASA, you can increase your ranking by reaching the top spot with a relevant search.