| Feature | SEO (Search Engine) | ASO (App Store) | PPC (Pay-Per-Click) |
|---|---|---|---|
| Platform | Google, Bing | App Store, Google Play | Google Ads, Meta Ads |
| Cost model | Content + technical investment | Metadata + creative investment | Pay per click or impression |
| Time to first results | 2–6 months | 2–4 weeks | Immediate (once ads are live) |
| Long-term ROI | Compounds — content keeps ranking | Moderate — requires ongoing optimisation | Stops when budget stops |
| Best for | Organic traffic growth | Organic app installs | Immediate traffic, demand testing |