Weather Unlocked Rolls Out WeatherAds

Weather UnlockedWeather data company Weather Unlocked has launched WeatherAds, a cloud-based weather targeting tool for Google AdWords. It enables users to trigger ads, change creative, and modify bidding logic based on weather on a pay-as-you-go basis, with no need for coding.

With an estimated 20 per cent of all products and services considered weather sensitive the company said the solution has broad industry application for marketing food & drink, apparel, automotive, travel, home & garden, insurance, leisure, health and beauty, and energy. The WeatherAds tool is designed for any campaign managers working for small or larger businesses, brands or agencies alike.

WeatherAds users can choose from a variety of past, current and forecast weather conditions including temperature, sunshine, cloud cover, wind, rain, snow, humidity and UV index, or any combination of these, to create customised targeting filters for their AdWords campaigns.

Once the filters are created, WeatherAds uses these to automatically control campaigns based on the selected targeting criteria, increasing or decreasing the bidding price for relevant ad slots, only showing ads at the contextually most relevant moment, or pausing campaigns completely if conditions are not desirable.

WeatherAds can be used on its own, or combined with other AdWords targeting criteria such as mobile targeting and dynamic re-targeting. “Our intention has been to deliver an effective, easy-to-use, low cost weather targeting solution for PPC campaign managers,” said Weather Unlocked product director, John Armstrong. “Work is already underway to make the solution available for use with Facebook and Bing Ads.”