ASA (Apple Search Ads) is important for ASO because it provides a paid media channel to drive traffic and conversions to specific apps while optimizing app metadata for maximum relevancy and improved overall performance. ASA can also complement ASO by targeting specific keywords and audiences through paid search ads, which can drive more mobile app visibility, downloads, and revenue. Therefore, combining ASA with ASO can provide a more comprehensive app promotion strategy to achieve better results and improve overall app performance.