If you’re a digital advertiser working for a PPC agency, you’ve likely run into some hurdles when using geo-targeting in AdWords. Your reach can be considerably limited by searchers in your targeted area who browse privately or limit cookies. With a little creativity in their targeting methodology, pay-per-click managers can improve ROI. We use one clever tactic to take advantage of an often underutilized geo-targeting option in AdWords Scripts – bid by weather.
The bid by weather feature in AdWords Scripts allows digital marketers to make bid adjustments based on the weather with a simple spreadsheet. This feature is valuable because the weather certainly influences consumer buying behavior. Google provides the example of an amusement park that might want to increase their bids when the weather is favorable. Certain businesses could increase bids on cold and/or rainy days for their indoor entertainment services or theaters for new movie releases.
Consider your unique audience, the products/services you’re advertising and how the weather might impact their searching and buying decisions to make the most of AdWords Scripts’ Bid by Weather function. Many PPC agencies have taken advantage of this useful tool, including the team at PPC Professionals.
What are some special features you use to improve the ROI of your AdWords campaigns?