In this tutorial we’ll show how to weather target your Facebook, AdWords or Instagram campaign by creating a weather targeting filter in WeatherAds. You’ll learn how to set up your weather targeting rules, automate bid adjustments, and make your weather based marketing campaign live. If you haven’t already done so, go ahead and start your 15-day free trial of WeatherAds to get instant access to the platform.
If you haven’t yet imported any campaigns, click the ‘import campaigns’ button on the left hand side panel to import your campaigns into WeatherAds from AdWords or Facebook
Use the AdWords/ Facebook tabs to toggle between AdWords and Facebook campaigns views.
Select the checkboxes next to the campaigns/ ad sets you wish to import into WeatherAds and then click ‘import selected campaigns’
Your campaigns will appear on the left hand side of the dashboard, under the ‘AdWords’ or ‘Facebook’ dropdown menu.
Once you have imported your campaigns, they will appear in the side panel on the left. Now click on the campaign you wish to add weather targeting to. You will be taken into the weather targeting screen for that particular campaign.
Create a name for your filter to make it easier to remember, by clicking on the filter tab and typing a name, and then press enter.
First select the type of weather condition you wish to weather target, by clicking on one of the weather icons. We’ll use temperature as an example for this guide.
Now we need to pick a timeframe. You can target based on your audience’s past weather (up to 7 days back), their current weather, or their forecast (looking out up to 7 days ahead).
Current weather means you are targeting based on real time weather (IE what is happening, rather than what has happened or what is about to happen). This data gets updated every hour hence your Facebook, AdWords or Instagram campaigns will be updated every hour based on latest weather data.
Next select a qualifier (e.g. is greater than) and an amount/ intensity of the weather condition. For example, ‘is equal to or greater than’ 90 degrees F.
There are also some advanced options which are to do with day parting , time parting, and the frequency of a certain weather condition occurring over a given time period. We’ve written a separate guide ‘What are the Advanced Targeting Options & When Should I Use Them?'
If you want to target based on a combination of weather elements, you can do this by selecting another condition and following steps 4 – 6. Use the’ and/ or’ selector which appears after you have selected a second condition to pick whether you want to target based on all of those conditions together or any one of them.
Now you need to select your bid modifier. This controls how much your bid is modified by when your chosen conditions are met. It is described as a percentage of the default max bid you have set in AdWords. Read more about bid modifiers for AdWords here.
Example: I am going to increase my bid by 50% when my chosen conditions are met, that is, when it is over 20 degrees and it is sunny.
This means, that when it is over 20C and sunny, my bids will be increased by an extra 50% of my default bid. (if my default bid was $1.00, then my bids will be increased to $1.50 in those regions where it is over 20C and sunny.
NOTE: Bid modification is only available for AdWords campaigns. For Facebook & Instagram, WeatherAds can only activate and pause ads based on weather.
NOTE: If you have other bid modifications within your campaign such as device, your bid adjustments will be multiplied together. Read more on that here.
NOTE: WeatherAds will not work in conjunction with geo-based bid adjustments already set in place for your campaign (unless you are using layered radius targeting with bid modifications for each concentric ring). It is likely that these will be over-ridden by WeatherAds, so please remove them from your campaign before importing it in for weather targeting.
You can also create additional filters if there are a number of weather elements which impact your business in different ways. For more information on this please see our guide on ‘How to Create Multiple Filters’.
The final thing left to do is to select what you want to happen when your chosen conditions are not met. Your ads can either be displayed at your default bid (the default Max CPC bid set in AdWords), or paused.
NOTE: It may be that you don’t want to modify your bid at all, and instead you simply want to activate your ads at your default bid when your chosen conditions occur, and pause them the rest of the time. In this case, simply select 0% in the bid modifier, and click “don’t show ads” when conditions are not met.
For Facebook weather targeting simply choose whether you want your ads to be displayed or paused when your weather rules are met.
Now that you have created your weather targeting filter, click ‘apply’ to make it live. It takes a few moments for your weather targeting to be applied to your AdWords or Facebook campaign.
You will now be taken to the Preview Screen. This will show a map of all the areas you are targeting your campaign, with the modified bid information for each location.
You can zoom into the map to get a more granular overview of your ads.
If you’re running weather targeting for Facebook, then the map will show ticks and red circles indicating the areas where your ads are being displayed and where they are being paused.
Below that you will see a summary of your targeting filter(s).
You will see that the campaign has now been switched on in the right hand panel. This indicates that your weather targeting is live for that campaign.