NEW YORK, NY – The war is on as Google and Facebook aggressively fight for businesses ad dollars, yet for the first time in a while, Google’s got something Facebook probably has not even thought about (yet) and that’s Weather-based Campaign Management. Facebook likely has better targeting with people’s true interests due to the ridiculous of amount of data people share with Facebook, but this weather based targeting sounds pretty interesting.
Now you can increase or decrease paid search bids based on the weather. What’s next?
This is an example of how paid search management is constantly evolving and there are continually changes in the way you can run search engine ad campaigns, especially when it comes to ad and keyword compliance.
This is why it is always better to have someone running your ads that are very thoroughly entrenched in paid search management tactics specifically. Unless you are extremely knowledgeable with all of the functions and features of the ad panel, plus all the new functions and features Google is continually making available, you’re likely missing the boat on tactics to better target your customers while reducing your costs for clicks and conversions.
Here are some reasons an advertiser might want to adjust their bids based on the weather:
Weather based reasons to increase bids:
- You own a waterfront restaurant and the weather is beautiful and sunny.
- You own a snow plowing business and the forecast is predicting snow.
- You own an indoor game room or arcade and the forecast is predicting rain.
Weather based reasons to decrease bids:
- You own a skydiving business and rain is predicted.
- You own an outside amusement park and the forecast is predicting rain.
- You own a helicopter-tour business and there is a hurricane in a nearby region.
Most of the time when I am discussing the power of Google AdWords, I’m taking about the ability to target your consumers by zip code, city, county, state, time of day, different schedules, etc.… These are very powerful advertising options. Now weather is added to the discussion. What’s next?
About The Author: John Colascione is Chief Executive Officer of Internet Marketing Services Inc. He specializes in Website Monetization, is a Google AdWords Certified Professional, authored a ‘how to’ book called ”Mastering Your Website‘, and is a key player in several Internet related businesses through his search engine strategy brand Searchen Networks®