What's the weather to watch on Facebook's ads?
Have you considered the relationship between weather and advertising? If watching the weather determines the conversion rate of Facebook ads, do you believe it?
In fact, the weather can determine the effectiveness of advertising, this is not a paradox.
If you look closely, you will find that many advertising decisions are affected by the weather and climate: some companies adjust their product strategies according to the season (e.g., seasonal lying drinks);Some businesses are restricted from selling certain products (e.g., seasonal clothing) due to changes in season and temperature.
Initially, Akvile DeFazio, a social media marketing expert, found that some customers had significantly increased sales in certain types of weather or during certain seasons after some customers incorporated weather into their Facebook advertising strategies. After studying hundreds of cases,He.They think:
Whether your ads are under the influence of weather conditions or not, you can use weather-based targeted automation tools to help your Facebook campaign increase conversion rates.
Weather-based targeting is a way to create and set automatic rules for a variety of ad accounts, including activating and disabling ad sets when certain temperature or weather system type conditions are met. In addition, you can set up weather-based automation rules that modify bids and change creative resources to best resonate with the weather in a given geographic location.
Automatic weather-based rules can also be combined with existing sales actions that can be successful in attracting potential customers and on the sales team's phone conversations.
Set up automatic weather-related rules with some third-party services, you can set up your Facebook campaign as usual and set it to "meet certain weather conditions to enable" or temporarily set your ad invalid until the weather of demand arrives.
The biggest benefit of some weather-based location services is that you can target different types of weather.
You can position it at Celsius or Fahrenheit. Select the last seven days, the last seven days, the next seven days of the time node, select the temperature range of the , , and , and set when the conditions are "Yes/No" and "Show/Show no ads".
In addition to temperature-based positioning, you can also choose weather positioning. The usual weather-based target options are: rain, snow, sunny, cloudy, thunder, storm, hail, blizzard, hurricane, tornado, ice, fog, and freezing rain, as well as wind speed, humidity, pressure, UV index types.
There are two things to watch out for on Facebook for weather-based advertising campaigns.
1. With regard to custom location targeting, Facebook only allows up to 200 custom locations per ad set, which makes the setup process more time-consuming.
2. Another caveat you may notice when you set them up and running them is that each time these ads are activated, they restart the Facebook learning phase. In theory, when the system restarts the learning phase, it may compromise existing optimizations and performance, but as things stand, there is no significant impact on the use of these automation rules.
A learning period refers to the time it takes for a platform algorithm to learn from recent major changes, defined by Faceboo as a new ad set or a major change to an existing ad set, and facebook begins to learn who to show ads to.
Next, let's look at some successful weather-based Facebook ads.
1, spring weather ads.
After a long cold, rainy or snowy winter, many people look forward to the sunshine and warm days. Start showing off your spring merchandise with weather forecasts for rising temperatures, rain or snow.
Whether it's outdoor clothing or equipment, car wash services, gardening tools, allergy or pollen solutions, trench cleaning services, you can talk to your audience according to your surrounding sourcing.
If you can, show the weather in your creatives, as shown in the following image from Starbucks. The more similar your ads are to someone's geographic location and seasonal appearance, the better they will be.
2, summer weather ads.
As summer begins, if you're selling grills, ice cream, vacation homes, air conditioners, summer sandals or swimwear, pool cleaning services, beautification services or any other applicable product or service, you can take advantage of this season or benefit from the weather to help you increase your conversions.
For example, if your target audience is browsing Facebook or Instagram on their device and feeling the heat wave, use this opportunity to discuss solutions in your ad copy and creative. If your customers live in areas where hurricane season may affect them, test for this type of weather so that people can prepare ahead and possibly take advantage of what you provide to help them during the season.
3, autumn weather ads.
A few months before autumn, you can create some activities in advance. It's usually a good time to start launching later this summer, when people are already thinking about the fall, when businesses use automatic temperature-based rules around rain or wind rules to amplify how autumn feels, and it's a good boost to sales of autumn products.
4, winter weather advertising.
As winter approaches, the time has come to sell snow tires, warm beach vacations or snowy mountain resorts, snow blowers or shovels or HVAC services.
It's worth noting that people are less likely to go out in cold weather, so this opportunity can be used to cater to these audiences, and don't expect customers to pay for products that expose them to the cold.
Indow, a custom window decoration company, has succeeded in increasing the number of potential customers through weather-based automation and the use of Facebook Ads, and has succeeded by reducing the cost of each clue by saving energy and reducing the cost of a draft window decoration.
Using weather-based automation rules in conjunction with audience targeting, geographic location, ad copy, creatives, and related target pages can increase conversion rates. Test weather-based targeting in your next Facebook campaign!
Go to "Discovery" - "Take a Look" to browse "Friends are watching"
send to have a look.