Weather has an impact on everyone’s daily lives — it affects the clothing we wear, where we’ll have dinner, and the items we purchase. Weather “just is,” and is immediately relatable to everyone. It is also very clean and easy-to-use data which means it can have a large impact on your sales if you’re selling in major retailers like Walmart, Target, and CVS.
Consumers are more likely to purchase certain items based on the weather outside. It’s more than spikes in umbrella sales when it rains, or sunscreen when it’s sunny. Weather affects the way that people consider their day and opportunities, driving divergent consumer behavior, based on their local weather.
With nearly 42,000 zip codes in the United States, each with varying weather conditions at any given time, shouldn’t you be adjusting your marketing based on the oldest form of “big data” in the world? For example, when it is 38 and raining in many areas in January, other cities enjoy 70+ degree weather with clear skies:
Adwords Bid Adjustments
Weather is a key element that most marketers don’t leverage when developing AdWords bid strategy. But weather has a major impact on store traffic and sales volume in most product categories. By tailoring your advertising to weather, you can make it easier to get your products into more consumers’ hands. By using automated bid adjustments, marketers can easily increase and decrease campaign bids based on the user’s local weather. For example, you may opt to decrease campaign bids by 50% during certain conditions and increase by 25% in others to maximize conversions. Indri has released Weather Playbooks to address this advertising variable.
It’s proven to work. Check out this Case Study: Optimizing AdWords Based on Local Temperatures Increases Walmart Sales 27%