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Paid search advertising is a dynamic and competitive landscape. To stand out in the crowd and maximise your return on ad spend (ROAS), you need to harness the power of data-driven decision making. One way to achieve this is by creating a weather bid adjustment script that optimises your ad campaigns based on weather conditions. In this blog, we’ll explore the process of creating a weather based Google Ads acript and how it can benefit your advertising efforts.
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Weather can significantly impact customer behaviour. For example, people are more likely to search for and engage with ads related to seasonal products or services when the weather aligns with their needs. A few examples include:
To apply a weather bid adjustment script, you’ll need to follow these steps:
Inside the Script Editor, you’ll find a library of pre-built script templates created by Google. Among these templates, there is a great script where you can bid by weather.
By making a copy of the spreadsheet provided, this will allow you to input your own relevant data in order to adjust bids based on your desired conditions.
Begin by selecting a reliable weather data provider, such as OpenWeather or The Weather Channel API. These services offer real-time weather data and forecasts that can be integrated into your script.
Identify the weather conditions that are most relevant to your business. For example, if you run a sporting goods store, you might be interested in sunny or warm weather, while a ski resort would focus on snowy conditions.
Determine how you want to adjust your bids based on weather conditions. You can create rules that increase or decrease bids by a certain percentage or fixed amount when specific conditions are met. For instance, if it’s raining, you might want to increase your bid by 20% for rain-related keywords.
Alongside the spreadsheet, the template also includes source code for you to paste into a new script on your Google Ads account. The only changes you will need to make here are adding your Open API key for your weather platform, alongside pasting your spreadsheet URL and targeting in the relevant fields.
Weather conditions can change quickly, so it’s essential to schedule regular updates for your script. This ensures that your bid adjustments remain accurate and relevant. We recommend scheduling this script to run hourly in order to adjust to rapid changes.
Creating a weather bid adjustment script is a smart way to make your online advertising campaigns more responsive to seasonal conditions. By using weather data, you can enhance the relevance of your ads, save money, and gain a competitive advantage in the ever-evolving digital advertising landscape.
Need help implementing your Google Ads scripts? Get in touch with our team of PPC professionals and they will be happy to help.
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