Pamela SapioWait.
Did you read that right?
Yes, you did.
You can now—at least for the time being—sculpt your Google Ads campaigns to reflect local weather conditions.
Here’s the example that Google gives:
“An amusement park company may want to increase their bids when the weather is nice, but doing so every day would require a lot of manual work. With Google Ads scripts, however, it’s possible to programmatically fetch weather information and adjust bids in a matter of minutes.”
But in this video, Kasim takes a deeper dive into the myriad possibilities involved with being able to customize your campaigns and your ad copy based on the weather in your target area(s) and how it relates to the psychology of people and your potential customers.
How does it work?
Weather-based campaign management is possible using Google Ads Scripts, which allow you to make automated changes in your Google Ads accounts using custom JavaScript code.
In a nutshell, Google uses the OpenWeatherMap API to monitor the weather conditions in your campaign locations and allows you to create “rules” regarding specific factors. These include:
- Weather Condition (e.g., sunny, rainy)
- Temperature (in Fahrenheit)
- Precipitation (in millimeters during the last 3 hours)
- Wind Speed (in miles per hour)
Pretty neat, right?
“Every time you think Google can’t get any cooler, something like this happens,” says Kasim.
In the video, he goes on to explore the implications of swapping out your campaigns based on varying weather conditions.
His advice for business owners and marketers?
“If you’ve got a significant ad spend, there is no reason not to think along lines like these.”
Imagine being able to modify your ad copy down to such a hyper specific level that, if it were raining in your target area, your ads could say, “Doesn’t it suck that you can’t go outside right now?”
According to Kasim, that’s the type of interruptor marketing that really captures people’s attention.
