As the seasons are beginning to change, so does the demand for certain niches of products. The weather often impacts the behaviour of consumers and increases desire for certain products/services. In the summer months, days are longer and warmer meaning a lot of people become more outdoorsy. This leads to more demand for anything from air conditioning to SPF to camping equipment. Alternatively in winter, there’s a surge in sales for things like heaters, woollen apparel, medication etc.
So, if you’re a business that sells services/products that can be impacted by seasonal changes, and you also run PPC marketing, you can optimise your ad based on the weather saving you on ad spend! As a result, you’re staying on top of these changes and targeting the right audience for your ads.
Why Is It Important?
Getting the right message out there at the right time is so important! It captures viewers’ interest and pulls them into your website. But more importantly, once they’re there they have the freedom to browse similar products or ad-ons, which pumps up your conversion value for the price of only one click!
The Benefits
1. Personalised Campaigns
Users appreciate personalisation now more than ever before. Research reveals that 80% of consumers are more likely to purchase from a brand that offers personalised experiences. Weather-based advertising can help localise your ads based on your customer’s location and weather, leaning into this customer-centric approach.
2. Relevant Messaging
Weather-based campaign management ensures that your end-user sees a relevant ad that resonates with their mood. As a result, the likelihood of purchasing increases. You can always have a look at google ads library for inspiration on what ads performed best at certain seasons the previous year.
All of the points above combined lead to an increase in revenue, engagement and ultimately conversions. This enhances your ad ROI – what’s not to love?
Being able to think of outside-the-box strategies is paramount to staying ahead of your competition. We do exactly that at MIRA Marketing. Our team of PPC experts use advanced tools and scripts to seamlessly integrate weather data with Google Ads client’s metrics for better analysis and optimisation.
By combining weather insights, our clients gain valuable context to understand how weather conditions influence user behaviour and campaign effectiveness. Our client Calido, a leading firewood retailer, states MIRA as being “knowledgeable, efficient and polite, pulling out all the stops on several occasions – it’s a pleasure working with the team”.
Why wait? Our Newcastle digital marketing agency could emulate the exact same advanced success for your business. Call or drop us an email for a free, no-obligation consultation.