Weather targeting – triggering ads, modifying bids and changing creative based on the viewer’s weather - can yield significant sales lift for many businesses. This guide tells you everything you need to know about setting up weather targeted pay-per-click (PPC) AdWords campaigns.
Weather targeting, or weather-based advertising is the practice of targeting consumers by local weather (past, current, or future). In other words, serving ads, or delivering promotions which correspond to the viewer’s weather conditions. For example, adverts for 4x4 SUV’s could be served to consumers experiencing icy or snowy weather, or antihistamines could be promoted to audiences located in areas where there is a high pollen count.
Whether we realise it or not, every day we see examples of how the weather influences buying behaviour. However, newest research indicates that retailers and marketers can manipulate consumer behaviour and drive purchase intent by using temperature as their ally.