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My billboard buying mistake that saved our fall campaign
We blew 60% of our quarterly budget on a digital billboard near the highway exit in Denver, only to find out our audience was mostly riding the light rail. So I pivoted and put $12,000 into geofenced ads that hit their phones when they got off the train. Conversion rate jumped from 0.8% to 3.1% in two weeks. Has anyone else seen a big miss turn into a win just by switching the ad placement instead of the message? What metrics do you track to catch that early?
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