Weather-based Ads and How Should You Use Them? [Updated 2019]
If you are managing a Google Ads marketing campaign for a company that sells seasonal products or services, then weather-based advertising is a must-use. This technique allows you to automate campaigns based on specific weather conditions
What Are Weather Based Ads?
With weather-based paid search campaigns, you can control when and where your ads are displayed based on specific weather conditions in specified locations.
For example, if you’re an e-commerce site that sells apparel, you can create ads that feature a specific product when it is sunny outside like summer dresses or the latest summer footwear. If you provide an automotive service like A/C Repair, then you can create ads that display solely when your targeted location reaches a certain temperature.
Imagine that you are an insurance or generator company whose service is focused on helping people after natural disasters such as hurricanes, tornadoes, or even earthquakes. You can set your ads to display right before, during, or after these kinds of weather events to reach customers looking to buy flood insurance or a residential generator to protect their loved ones.
This tactic allows you to display highly relevant ads to potential customers who are in urgent need of specific products or services and who are in the Consideration and Decision stages of the sales funnel.
Why Does Weather Matter?
According to Weather Ads, “It has a direct effect on sales for around 30% of all products and services and is the 2nd biggest influence on consumer behavior behind the state of the economy.”
Below is an image demonstrating how effective weather ads are and how much they increase sales for various industries:
The weather influences everything we do from deciding on when to take a vacation, to what to wear and what to eat. Weather ads combined with Google Ads is a great tactic to use in your overall digital marketing strategy.
According to a Weather Ads blog post, “Molson Coors deployed weather-triggered campaigns whose ads were activated in real-time by thermal and cloud-cover triggers (above 23 degrees and sunny).
The ‘Weather Specific’ ads outperformed the ‘Generic’ ads within multiple engagement categories, whose ads were based on the ‘hot weather conditions.”
What Were the Results?
According to their ad performance data:
- Users who clicked on ‘Weather Specific’ ads were 89% more likely to click a link, 50% more likely to mention the brand page and 33% more likely to comment as opposed to users who clicked on the ‘Generic’ ads.
- CPC rates on the ‘Weather Specific’ ads were 67% lower than the ‘Generic’ ads.”
Still not convinced? Check out this great case study on how Le Redoute used weather-based technology to create a weather ad billboard to promote their clothes based on hourly changes in the weather.
How Do Weather-based Ads Work?
Weather-based ads let you apply weather-based rules to your Google Ads and Facebook/ Instagram campaigns. You can then target your ads based on the current weather and the forecast conditions.
These weather triggers combined with location targeting allows you to provide the most relevant message to your potential customers and reach them while they’re in different stages of the buyer’s journey.
These platforms work with your existing campaigns and require very little setup.
For example, if you were to target states using WeatherAds, it will automatically geotarget specific city or metro areas, e.g California, Texas, Oklahoma, Florida, etc. Then you can adjust your bids or pause activate your ads based on the latest weather data for each city.
Once you set your weather targeting rules, the whole process is completely automated and updating your campaign is easy.
So, what results can you expect from weather-based targeting your campaigns?
- Increased click-through rate (CTR). Because your ads are more highly relevant to your audience, engagement rate increases.
- Higher conversion rate. Conversion rate increases because you are displaying ads when weather demand for your service is high meaning consumers are more likely to make a purchase.
- Lower cost per click (CPC). Once your CTR improves, your cost per click should drop, since Google rewards you for showing more relevant ads
- Better overall ROI. Expect a significant drop in your cost per click and cost per conversion