Objective: Boost Walmart sales by using weather as a bid and budget modifier
Insights: One of Indri’s clients sells a cooling product that is available nationally in both brick-and-mortar stores as well as online. Product sales spike when the weather gets hot, and slow down as the weather cools. Not only does website traffic increase as temperature goes up, but the conversion rate also increases. Bidding and budgeting without including weather as a variable raises costs without a corresponding increase in sales.
Strategy: Indri optimized ROI for this campaign by concentrating our strategy around local temperatures at individual Walmart Stores. We did this inside their Google AdWords campaigns, adjusting budget and bids when temperatures increased, and reducing or pausing campaigns as temperatures dipped.
Results: A 27% increase in in-store Walmart sales over control regions.