How to Create Multiple Weather Targeting Filters (and why you might want to do this)

In this tutorial we’ll show you how to create multiple weather targeting filters, and show you example use cases to demonstrate why this might be useful.

A weather targeting filter is simply a weather-based rule which uses ‘if this then that’ logic.

Each filter comprises a weather condition (e.g. currently sunny) or combination of conditions (e.g. currently warm and sunny), and an associated action (e.g. increase bid by 50%). There may be instances where you will want to have more than one targeting ‘rule’ per campaign.

This would generally apply to products and services which are impacted (either positively or negatively) by more than one type of weather scenario. 

For a guide on the basics of setting up a single weather targeting filter for adding basic weather triggers to your AdWords, Facebook or Instagram advertising campaigns, check out our guide on How to Create a Weather Targeting Filter.

 

HOW TO CREATE A SECOND WEATHER TARGETING FILTER FOR YOUR ADWORDS CAMPAIGNS

To add a second weather targeting filter for a single campaign, click on the + icon at the top of the dashboard and repeat the steps described in our guide ‘How to Create a Weather Targeting Filter’.

 

EXAMPLE WHERE YOU WOULD NEED 2 WEATHER TARGETING FILTERS

Imagine you own a chain of ice cream parlours. Let’s say you know that your ice cream sales increase by 100% when it’s sunny, decrease by 50% when it’s rainy, and stay roughly the same the rest of the time.

You create an AdWords Search campaign to promote your ice cream stores.

You want to increase bids during periods of high demand (sunshine), decrease bids during quiet periods (rain), and keep bids at the default rate the rest of the time. For this you would construct 2 filters as follows:

[Filter 1] Sunny > increase bid by 100%

[Filter2] Rainy > decrease bid by 50%

Finally you would select:

‘When conditions across all filters are not met, run campaign at default bid’

This last option means that when it wasn’t rainy or sunny, ads would simply be shown at the default bid, rather than being paused. 

 

 

HOW DO THE FILTERS WORK IN CONJUNCTION WITH EACH OTHER?

 

 

NOTE: If conditions across both filters are met, the bid modifier for the first filter will always override the second filter’s. E.g. in the above example,if the weather happens to be both sunny and rainy, the bid will still be increased by 100% (Filter1’s bid modifier).

For this reason, always create filter1 as your primary action, with the rest of the actions in descending order.

 

EXAMPLE WHERE YOU WOULD USE 3 WEATHER TARGETING FILTERS

Let’s say you are an outdoor clothing brand selling thermal jackets. When it’s cold, you have a 20% conversion uplift, when it’s windy, a 40% uplift, and when it’s both cold and windy, an 80% lift in sales:

Cold: +20%

Windy: +40%

Cold & Windy: +80%

Remembering to always make Filter1 your Primary Filter (in this example, ‘cold & windy’), with the other filters in descending order of importance, you would set your filters up as follows: 

 

[Filter1] Cold and Windy (temp is equal to or less than 5C AND wind is very strong) > increase bid +80%

[Filter2] windy (wind is very strong) > increase bid +40%

[Filter 3] Cold (temp is equal to or less than 5C) > increase bid +20%

Having then ‘applied’ the filter settings and made your campaign live, your Campaign summary screen would look something like this: