About the App
AUTODOC: buy car parts online is the mobile app dedicated to one of Europe’s largest online car parts retailers, offering more than 2.5 million high-quality, affordable car parts for 6,000 car models across 45 brands, all available to purchase online.
Challenges
- Seasonality and fluctuations in demand. Peak demand occurs during the off-season, which is October–November and March–April, driven by seasonal tire changes and vehicle preparation for winter and summer. Demand declines in January and July, when user activity is lower.
- High competition.
Solution
We tested multiple acquisition channels, with Snapchat and Moloco generating the largest share of traffic. Campaign optimization focused on several key areas:
- Testing different creative formats and concepts, including live-action videos, product cards, category-based product banners, before-and-after creatives, and seasonal concepts.
- In Snapchat, we tested Story Ad and Single Image or Video ad formats. Our analysis showed that Story Ads performed better for this vertical, driving more conversions at a lower cost. This can be attributed to the format’s lower popularity, as well as higher user engagement: when switching between images, users tend to interact with the ad more attentively.
We also analyzed purchase performance across countries, which led us to exclude the higher-cost, lower-converting markets, including Spain, Italy, Slovenia, Portugal, and the Czech Republic.
Our analysis identified France as the leading traffic source, while Austria, Germany, and Switzerland demonstrated high purchase conversion rates.
Based on these findings, we launched separate campaigns targeting French- and German-speaking markets and localized all creatives and ad copy for these audiences.
Results
As a result of analyzing and optimizing the advertising campaign, our team reduced the cost per action and increased the number of purchases.
The campaign generated a total of 10595 purchases, including:
- Android — 3243;
- iOS — 7352.
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