According to data compiled by TUNE, search is responsible for the discovery of 67.55 percent of apps.
Why do people get app updates?
+ Detailed mission: 23.6% [general query downloads: 89.72]
+ WOM: 20.84% [s.d.: 80.59%]
+ Ad: 15.41% [s.d.: 50.93%]
+ 14.22% [s.d. 34.45%] in the top charts
Icon, title, and description optimisation: getting the most out of search results.
Put it through an A/B test first:
Advertisements found in (1) Google Play and (2) the App Store (this fall).
Source: https://www.tune.com/blog/new-white-paper-the-state-of-app-discovery-in-2015/