Most teams treat paid and organic as separate worlds — but in reality, the two reinforce each other. In this App Talk interview, David Quinn, VP of Strategy & Partnerships (https://www.linkedin.com/in/david-quinn-aso/) at Gummicube (https://www.gummicube.com), explains how to structure your ASO foundation, how to use paid campaigns to amplify it, and how to merge learnings from both sides to improve store visibility, conversion rates, and keyword rankings. 
David breaks down what ASO actually is: not just keywords, not just A/B tests, and not just paid campaigns, but the combination of all three working together. He explains how to measure success using native Apple and Google data, why keyword rankings matter more than estimates, how paid search taps influence organic ranking, and why metadata and A/B tests must be done before running ads. 
You’ll also learn how Apple Search Ads placements impact organic visibility, how to structure campaigns across discovery, competitor, brand, and feature-focused groups, and how custom product pages can dramatically improve conversion and lower CPIs. Plus: how to avoid cannibalization, how to use share of voice reporting, and how to ensure your organic and paid teams share insights that unlock new opportunities. 
If you want a blueprint for combining ASO strategy with paid campaigns to improve keyword ranking, conversion performance, and overall efficiency, this conversation is packed with practical guidance you can apply immediately.
