ASO is a great option for promoting your application at any time. User interests can change, so it is important for a business to keep track of which keywords users are using most for searches and use that. After all, users who have installed the application from organic search in the store are more interested in using it regularly. Such an audience shows a higher LTV than users attracted through paid channels.
For ASO, you can use Asolytics asolytics.com. It will help you get more from your ASO and competitive intelligence