The morning a Dunkin drive-thru lineup fixed my targeting setup

I was stuck in line for coffee last Tuesday around 7am outside a Dunkin in Columbus, waiting behind like 14 cars. I pulled up my dashboard on my phone out of boredom and realized my latest campaign had blown through $300 with barely any clicks. Watching all those people in front of me, I noticed most were ordering iced drinks even at that hour, and it hit me that my ad creative was showing warm coffee shots. I switched the geo to a 5 mile radius around that strip and changed the image to a cold brew cup on the spot. By noon the CTR had doubled, no joke. Sometimes the best ad research is just sitting and watching where your actual customers are, not your analytics. Anybody else ever fix a campaign based on something you saw in a random public spot?

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phoenix_thompson421d ago

That happens more often than people think. Real life beats a dashboard every single time. Cold coffee shots in the morning is such a simple fix, but you would never see it unless you sat there and watched. Good catch changing the radius too, that strip must have a totally different crowd than the whole city. Most folks overthink the data when the answer is right outside their car window. I have done similar things at a gas station parking lot and it saved a whole campaign.