Weather Based Advertising (AdWords)
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The document discusses using weather-based advertising (WBA) to improve banner ad campaigns. WBA allows advertisers to create different banners targeting specific weather conditions that may influence sales. The banners are served to users based on the current weather in their city or region. Advertisers can define relevant weather categories, create banners for each, and the system will automatically serve the appropriate banners based on live weather data. WBA aims to increase banner relevancy and performance by matching ads to the mood of consumers based on the current weather conditions.
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Weather Based Advertising (AdWords)
- 1. DRASTICALLY IMPROVE DISPLAY BANNER CAMPAIGNS WEATHER BASED ADVERTISING wba/2016-1/enADWORDSROBOT.COM
- 2. adwordsrobot.com 2 Display Banner marketing will surpass $13B in spend in 2016
- 3. adwordsrobot.com 3 Click Through Rates on banner images are low, around 0.04% Banner Ads Click Through Rates, April 2016
- 4. adwordsrobot.com WITH LOW CTR WHICH RESULTS IN HIGHER COSTS YOU GET LOW QUALITY SCORE 4
- 5. adwordsrobot.com WHAT CAN INFLUENCE THE BANNER PERFORMANCE? 5
- 6. adwordsrobot.com 6 How would this banner perform when it is cold (12ºC / 53ºF)? 6
- 7. adwordsrobot.com 7 How would this banner perform when it is cold (12ºC / 53ºF)? 7 Or would this one work better at 12ºC / 53ºF?
- 8. adwordsrobot.com 8 The weather influences sales across many industries
- 9. adwordsrobot.com WHAT IF WE COULD INTEGRATE WEATHER IN OUR BANNERS? 9
- 10. adwordsrobot.com 10 And show banners which relate to consumers' mood at the right time...
- 11. adwordsrobot.com 11 If it is hot or cold, you get the right message to the consumer
- 12. adwordsrobot.com 12 Even in countries with different weather in different cities/regions
- 13. adwordsrobot.com HOW DOES WBA WORK? 13
- 14. adwordsrobot.com 14 YOU DEFINE THE RELEVANT WEATHER CONDITIONS STEP (1/4) What weather conditions influence sales/ engagement of your product or service? Example 1: if you sell car tires then temperature, rain and snow weather will influence how we feel about safety and will boost tire sales. Example 2: if you sell kitchen equipment then "sunny coming weekend" will boost the BBQ equipment sales.
- 15. adwordsrobot.com For example: 15 YOU CREATE BANNERS FOR EACH DEFINED CONDITION STEP (2/4) if temperature > 16ºC if temperature ≤ 16ºC
- 16. adwordsrobot.com 16 WE CREATE THE CAMPAIGNS AND PUT THEM IN ADWORDS STEP (3/4) For each city we create a campaign which only targets that city. Each campaign will only serve banners from [step 1] only if the weather conditions from [step 2] is matched.
- 17. adwordsrobot.com 17 ADWORDS ROBOT WILL MAKE SURE EVERYTHING RUNS STEP (4/4) We will run all banners in AdWords as a normal display campaign. In each city the banners will be shown when the weather conditions in that city are met.
- 19. adwordsrobot.com 19 USE COMPLEX CONDITIONS Complex rules can be created. For example: Show if "it is sunny coming weekend" Show if "it is cloudy or rainy now" Show if "sun is under after 10PM today" Show if "it will snow within 7 days" YOU CAN ALSO (1/4)
- 20. adwordsrobot.com 20 HAVE CITY BASED BIDS You can have higher or lower CPC bids for each city. YOU CAN ALSO (2/4)
- 21. adwordsrobot.com 21 USE WBA FOR REMARKETING OR YOUTUBE CAMPAIGNS Remarketing, YouTube and 'normal' display campaigns are supported. Mobile or desktop. YOU CAN ALSO (3/4)
- 22. adwordsrobot.com 22 USE WBA FOR MULTINATIONAL CAMPAIGNS Running a large campaign across multiple countries? WBA supports weather in 200+ countries. YOU CAN ALSO (4/4)
- 23. adwordsrobot.com 23 WEATHER BASED ADVERTISING • Show specific banners for weather conditions which will improve sales. • Each city/region is targeted separately to allow perfect match for each consumer. TO SUMMARIZE
- 24. adwordsrobot.com 24 WEATHER BASED BIDDING • Set higher or lower bids depending on the weather conditions. • Shopping, display and text ads campaigns are supported. CURRENTLY IN BETA
- 25. WWW.ADWORDSROBOT.COM START USING WEATHER IN DISPLAY BANNER CAMPAIGNS wba/2016-1/enADWORDSROBOT.COM