Hi this is Senya from WeatherAds, and today I’m going to take you through a quick demo of the WeatherAds platform.
So this is the WeatherAds dashboard. I’ve already synced it up with my AdWords & Facebook accounts and imported a few campaigns. You can see them here on the left hand side.
WeatherAds will work with standard AdWords and Facebook accounts, as well as MCC and Business manager accounts. You can sync them up in just a few clicks.
So now I’m going to click on a campaign to add weather targeting to it. Let’s go for a campaign for the US.
On the top panel you have a range of weather elements which you can target on. These include
Temperature, rainfall, snowfall, sunshine, cloud cover, wind speed, humidity, air pressure and UV index.
You can target based on any combination of these conditions, meaning you can create highly custom weather targeting rules. It’s super intuitive – simply click on a condition to create your rules. Let’s click on temperature and work through setting up a filter for this.
You can pick a temperature threshold to target on, using the greater than or less than logic. Alternatively, you can choose a temperature range.
Now I want to select the time frame. Right now it’s set to target based on my audience’s current weather. However, by moving this slider out you can also target based on your audience’s past weather, or forecast weather.
All the different weather elements work in a similar way to temperature – making it easy to set up targeting for a wide range of weather scenarios.
As I mentioned earlier you can create custom combinations of conditions – for example, hot and sunny, or hot or sunny using the and/ or logic.
There’s 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.
So for example, if you know that demand for your product spikes during rainy evenings when people are at more likely to be home, or in the run up to a sunny weekend, you can set your ads to activate during these specific times.
So far I’ve talked about triggering or pausing your ads when specific conditions occur. But you can also automate your bidding logic based on the weather, using the mid modifier. This works in the same way as the bid adjustments in AdWords, but enables you to increase and decrease your bids based on specific weather events.
When you increase bids for your ads you’re effectively boosting your online presence at exactly those moments when weather based demand for your product or service is highest. This means more sales for your business.
There’s one other really cool feature that I’d like show you and that is the ability to create multiple filters for a single campaign.
So image you sell air conditioners, and you know that hot weather positively impacts your sales. So you would create your first filter based on a hot temperature trigger and increase your bids by let’s say 25%.
But you also know that cold weather has the opposite effect on your business – demand for air conditioners slows down when it’s cold.
You can set up a second filter for cold weather, with a negative bid adjustment. This will help to prevent advertising spend being wasted on clicks that won’t result in conversions.
With WeatherAds, you can create weather based rules that cover every type of weather event that impacts your business – both positively and negatively.
As you can see the dashboard is very intuitive to use – There is hardly any learning curve at all.
This means that as a campaign manager you can create weather responsive campaigns without any need for coding, or IT bottlenecks, and make them live in minutes.
So now that I’ve got my weather targeting set up, let’s go ahead and run it.
This is the preview screen for my campaign, and this map is a live visualisation of what is happening with my ads. I’m increasing my bids where it’s hot, and decreasing them where it’s cold.
At a glance you get an overview of the regions where your ads are being displayed, and where your bids are being modified up or down.
So if I zoom in a bit you can see that there’s some 25% bid modifications indicating that in these regions my hot weather rule is being triggered. Up here there are some cooler regions, and in these areas my bids are being decreased by 30%. The rest of the regions aren’t experiencing hot or cold weather and so the ads are being shown at the default bid in those locations.
So what kind of results can you expect to see from weather targeting your campaigns? Well, for a start, your click through rate might improve. This is because your ads are more contextually relevant to the viewer – so engagement rate goes up.
You would also expect your conversion rate to increase. This is because you are displaying ads when weather driven demand for your product or service is high meaning consumers are more likely to make a purchase.
But the really cool thing is your overall ROI should also improve. Many of our clients report a significant drop in their cost per click and cost per conversion meaning they can achieve better results with the same ad spend.
I hoped you’ve enjoyed watching this short demo of WeatherAds. Since WeatherAds is free to try, the best way is to get to know WeatherAds is to try it out for yourself. Sign up at weatherads.io.