Settings 🧘 🌳 🏖️

Preparation and key analytics

We started by analyzing competitors in the "Meditation & Sleep Sounds" category: Calm, Headspace, Insight Timer.

We identified the main pain points of users: complex navigation, paid features, too "massive" presentation.

Settings, on the other hand, positioned itself as a simple, authentic app without any obtrusive elements. We conducted keyword research using Google Keyword Planner, dividing the queries into 3 groups:

• Meditation and sleep — «sounds for sleep», «relaxation music», «soothing sounds»;
• Focus and concentration — «white noise», «office sounds», «background for work»;
• Nature — «forest sounds», «rain in the background», «ocean».

Creating an advertising architecture

We built a campaign structure in Google Ads:

• Search Campaigns — for hot search queries («nature sounds online», «meditation app»).
• Display Campaigns — to reach relevant audiences on YouTube and Google Play.
• App Campaigns — for automated installs on Google Play.

Each campaign had a separate set of ads with a focus on emotional headlines:
«"Turn off the noise. Turn on the peace."
«"Your rhythm of nature is in your smartphone."»

The creatives contained natural visuals — waves, rain, forests, fog.

Search query and bid optimization

During the test period, we ran 4 Search campaigns with different bidding strategies, from Manual CPC to Maximize Installs. It was observed that users from Search campaigns had 28% longer average listening time, than those who came through Display.
After that, we reduced banner budgets and focused on Search and App Campaigns.
After two weeks of work, we updated the semantics:

• removed non-targeted queries like “free mp3 music”;
• added new ones — “rain sounds at night”, “background noise for the office”.

In parallel, we conducted a test of Smart Bidding strategies: Target CPI and Maximize Conversions.
Optimization was based on Firebase events — not just installs, but active sessions.

Channel expansion and analytics

After the indicators stabilized, we connected YouTube Shorts Ads as an experimental format.

Short videos (5–7 seconds) with real nature sounds showed CTR +63% above the banners.

It was created dashboard in Looker Studio for the client with all metrics: CPI, CTR, Retention, average session duration.

Analytics showed that evening hours (8:00 PM–11:00 PM) work best — over 45% installations were concentrated during this time.