Would You Like To Adjust Bids Based On Weather Conditions?

Though currently only available in the UK, the following service is intriguing :-

http://weatherfit.co.uk/

One the major benefits about PPC Search Advertising (generally) is that if you have a big enough budget and high enough bids and are targeting the right keywords, you don’t have to spend endless amounts of time creating new campaigns and tweaking them according to hundreds of different factors. If someone is searching for a product, and you sell that product, your ad will appear and you will only pay if someone clicks on it. If you sell sunglasses and no-one searches for sun glasses on a very cloudy day – it’s no skin off you nose. However…

I can see it working for the likes of a fashion retailer who can automatically increase bids on swim suits when the sun comes out etc. (or, one of their examples – water pistols).

I can also see it having much more of an impact on Display only campaigns for smaller value items. i.e. if I’m not searching for a water pistol for all my kids, but the sun starts blazing, and I’m surfing and I see an image ad saying ‘10% off water pistols today – next day delivery etc.’ then I would be liable to click on the ad and buy – whereas if the weather was miserable I wouldn’t.

Although I think this level of flexibility/granularity isn’t needed for the vast majority of retailers, it’s still a really neat idea – and it’ll be interesting to see how many bigger companies start using the service.

2 thoughts on “Would You Like To Adjust Bids Based On Weather Conditions?

  1. Hi Jordan,

    I’m part of the weatherFIT marketing team and it’s great to see you showing interest in what we do. I can see you obviously understand the concept and how it can work incredibly well for retailers. It would also be ideal in the hospitality, tourism and leisure sector for obvious reasons.

    The idea behind it is simple… the ever changing weather in the UK plays a major role when it comes to in-store merchandising- many retailers choose what items to place near the entrance on a daily basis based on the weather experienced at the time- so we should apply the same principles online :)

  2. Jordan says:

    Thanks for stopping by Joana. Good luck with weatherFIT, it’s a great concept.

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