This guide will give you some pointers to ensure your weather based ad campaign is set up correctly in AdWords, and that your weather targeting runs smoothly in WeatherAds. WeatherAds enables you to deploy weather triggered advertising campaigns across AdWords' Search, Display and Shopping networks and works with both new and existing campaigns, requiring next to no changes to the set up of the campaign. However, there are some good practices which we recommend to ensure the smooth running of your weather triggered ads, which this guide will focus on.
By applying weather targeting to your AdWords campaign or Facebook ad set you give the WeatherAds app permission to activate and deactivate your campaign/ ad set.
Please be aware that by applying weather targeting to a paused campaign/ ad set, WeatherAds has the ability to make your campaign/ ad set active. If your campaign/ ad set is currently paused in AdWords and you do not want to make it active, please ‘save and preview’ your weather filters instead of making them live. To make an AdWords campaign or Facebook ad set with live weather targeting inactive, you must: 1. FIRST switch off the live weather targeting within WeatherAds 2. THEN pause your campaign/ ad set within AdWords/ Facebook
1. WHAT CAMPAIGN TYPES CAN I RUN WEATHER TARGETING FOR?
WeatherAds Weather targeting will work with all campaign types in AdWords except ‘video’ and 'Universal App Campaigns':
Search Network with Display Select
Search Network Only
Display Network Only
NOTE: For Universal App Campaigns, AdWords uses its own predictive algorithm to adjust bids, and doesn’t allow any other types of bid adjustments e.g. Geo. For this reason WeatherAds won’t work as intended for UAC. That being said, You can run a search/ display campaign for app installs (targeting only mobile devices), and trigger those based on weather using WeatherAds. You can read more about these types of campaigns here.
2. SPECIFIED GEO TARGETING IS ESSENTIAL FOR WEATHERADS TO WORK
When setting up your campaign, it is essential that you specify at least one location in the geo targeting settings in AdWords. The default setting (All countries and territories) will NOT work. You must select at least one location within the ‘Targeted locations’ option. This can be a whole country, state, county, city, zip code, etc – any location identifier is fine as long as it is recognized by AdWords.
NOTE: WeatherAds is compatible with AdWords Radius targeting , as long as the radius is around a location which AdWords itself recognizes, e.g. post code, zip code, city, etc.
You can choose as many locations as you like, e.g. UK, Spain, and France
NOTE: Once you set your weather targeting live,WeatherAds automatically breaks down your geo targeting area(s) into smaller constituent weather targetable areas in order to accurately weather target each region. E.g. If you choose to target the United Kingdom, WeatherAds will automatically break this down into cities (e.g. London, Edinburgh, Manchester, etc). This will be visible within AdWords after you have activated your targeting within WeatherAds. Do not be alarmed when you see this, this does not change or affect your overall campaign set-up in any way.
3. ENSURE YOUR CAMPAIGN IS ENABLED IN ADWORDS
After you have set up your campaign in AdWords, please ensure that it is enabled. If your campaign is paused, it will not run and the weather targeting will not work.
NOTE: If you weather target a campaign, and choose ‘if conditions across filters are not met, don’t show ads’, and none of your locations currently match your chosen conditions, then WeatherAds automatically pauses your campaign in AdWords until a particular area matches your desired weather conditions, at which point it ‘enables’ the campaign again. Do not be alarmed if you see your campaign paused, this will only be temporary.
4. MAKING CHANGES TO YOUR ADWORDS CAMPAIGN SETTINGS
Once your weather targeting is ‘applied’ within WeatherAds, please refrain from changing your geo targeting settings within Google AdWords.
If you wish to edit the geo targeted locations within AdWords for a campaign which is running live in WeatherAds:
- Remove that campaign in WeatherAds
- Change the geo targeting settings for that campaign within AdWords
- Import that campaign back into WeatherAds
- Create a new filter for your campaign in WeatherAds, and press enable.
NOTE: Other settings can be changed for your campaign in AdWords without issue, e.g. default bid.
5. SETTING YOUR DEFAULT BID
The WeatherAds bid modifier works by changing your default bid. The default bid is your maximum cost-per-click for ads in an ad group.
Does WeatherAds work in Combination with other AdWords Targeting Criteria?
WeatherAds still works in combination with other targeting criteria specified for that campaign in AdWords. Here’s a helpful article about AdWords Bid Adjustments
NOTE: If you have other targeting criteria, such as device targeting, set for your AdWords campaign, WeatherAds bid modifier will work cumulatively with any other bid modifying action that you have set up in AdWords for that campaign.
NOTE: Weather targeting works at the campaign level in AdWords.If you have multiple Ad Groups within a campaign, the weather targeting will work across all the ad groups within that campaign. This means that all the Ad Groups within that specific campaign will be modified by the same factor, when your chosen weather targeting conditions are met.
6. WHAT BID STRATEGIES ARE COMPATIBLE WITH WEATHERADS
WeatherAds works with all the pricing models offered within AdWords.