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Google AdWords managers can now make use of a unique platform that will control when your adverts are displayed depending on the weather.
WeatherFIT is a cloud-based piece of software that delivers AdWords adverts based on real-time localised climatic conditions.
The PPC tool retrofits to existing AdWords accounts and uses real-time data from the Met Office to control which adverts are shown based on the weather.
Adverts will only show if they meet the weather criteria you set.
Only show this advert if it's sunny and hot
WeatherFIT allows you to set up an AdWords campaign to show specific adverts at specific locations depending on specific weather conditions.
For example, if you run an ecommerce site that sells air conditioning units and cooling fans you can set up an AdWords campaign to only show adverts in London when the sun is out and it's hot.
In other words your adverts would only be shown at a time when potential customers are more frequently searching for your products.
The weatherFIT platform
The image above is the weatherFIT dashboard which is the control centre for tuning your AdWords campaigns based on real-time weather data. From here you can set which campaigns display adverts depending on weather and location.
The platform allows you to include/exclude certain locations, so it's completely flexible in terms of geo-targeting. At all times you can visibly see the current status of your campaigns and keep track of what is happening.
How the weather influences buying behaviour
Weather sensitivity analysis by the Met Office allows you to see first hand the impact of weather on your sales in the past. You can take advantage of this knowledge on a real-time basis for your PPC strategy. We know that seasonal products such as ice creams sell more when the weather is sunny and warm, and umbrellas when it is wet outside.
The weather is a situational factor that impacts on buying behaviour; advertising when this situational factor is more likely to make an impact is a cost effective method of managing an AdWords display schedule.
Case study: Bravissimo
Bravissimo is a specialist lingerie and clothing retailer, with 21 stores nationwide alongside a strong online presence. Ingenious Britain reported on Bravissimo's success using weatherFIT.
"PPC-driven sales revenues for Bravissimo’s swimwear range increased by nearly 600% during the three-month campaign using weatherFIT, compared with the same three-month period in 2011. There was an increase in the conversion rate of browsers to buyers of 103%".
This is an innovative add-on for AdWords that allows you to display adverts based on real time weather. By using this additional layer of targeting AdWords campaigns can be more cost effective through displaying only when click-through rates are likely to be higher.
Would you use weatherFIT?
Could you see weatherFIT working for your business? Do you think many businesses will use it and experience positive results like Bravissimo? Please leave a comment below, it would be great to hear your thoughts.