What are the Advanced Weather Targeting Options and When Should I Use Them?

WeatherAds was developed to give marketers an easy and intuitive way to create weather triggered advertising campaigns across AdWords, Facebook & Instagram. This guide focuses on the advanced options within the weather targeting screen – explaining what they are for and giving you examples of when you might want to use them. If you haven’t already, check out our getting started guide on weather targeting your paid search, display and social campaigns.

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The advanced settings in WeatherAds are ‘Frequency’, ‘Hours of the Day’ and ‘Days of the Week’. These help you add day parting, time parting, and frequency capping to your weather rules. Please note these settings are not to do with when your ads are triggered, (unless you are targeting based on ‘current’ weather, in which case they are) rather they serve to define the hours of the day and days of the week when your desired weather condition should occur. All three advanced weather targeting options are explored in more detail below:

 

Frequency:

This relates to how often you want your desired condition to occur over a given timeframe. It is only relevant if you are targeting based on past weather or forecast weather.

For example, if you set your ads to trigger if it has rained in the past 2 days, you can decide whether you want it to have rained consecutively on both of those 2 days or just at any point over those 2 days.

Use this feature when triggering ads for products where it takes several consecutive days of a certain type of weather for consumer demand to spike.

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Example: An example of this would be car batteries. 3 consecutive days of freezing temperatures would kill car batteries, so demand would soar on the 4th day. With the frequency, you can trigger ads or up your bids after 3 consecutive days of freezing temperatures. 

 

Hours of the Day:

You can also trigger ads when conditions occur only within a certain part of the day – using the hours of the day settings.

NOTE: The ‘Hours of the Day’ setting applies to the times in the day when you want your chosen weather to occur – not necessarily the time when your ads will be triggered (unless you are triggering based on current weather).

 

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Example: Bar & Restaurant chain with outdoor patio: A bar chain might want to advertise during warm, dry evenings in the summer, when people are leaving work and might want to go for an after work drink or some food.

 

Days of the Week:

This setting lets you select what days your chosen weather condition should occur on. This only works for past or forecast triggers, not current weather.

 

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Example: An outdoor amusement park gets more bookings if it’s forecast to be sunny over the coming weekend. They could use these settings to trigger ads in the run-up to a sunny weekend. They would select ‘forecast’ and below would check ‘sat’ and ‘sun’ and leave the rest of the days of the week unchecked. So every weekday WeatherAds would analyse the weather forecast for the weekend and if it was sunny, ads would be triggered.

NOTE: the ‘Days of the Week’ setting applies to the days in the week when you want your chosen weather to occur – do not confuse this with the days of the week that your ads will actually be activated. To trigger ads on specific days of the week, use the scheduling feature in AdWords or Facebook.