The feed based real-time adjustments that can be made to campaigns are phenomenal: In this lesson we show how to let a weather API have a direct impact on your ad copy and campaign.
- Another great example of the more advanced features available through Google Ads scripts is the ability to let weather condition impact your campaigns. There are many scenarios of how this could unfold for a business. One such example is a luxury car dealer targeting impulsive spenders. They may wish to show ads for convertible cars on sunny days or ads for other sports cars on rainy days. So that they can really connect with potential buyers in a way that is relevant and emotional.
Another example is a cinema which usually appeals to more visitors when there's rain or poor weather. So how is this done? Google Ads scripts can programmatically fetch weather information via a feed and then perform bid adjustments. The script makes use of Google Sheets to store a list of campaigns that are associated with different geolocations. An API call has been made to OpenWeatherMap.org which can add weather conditions for each of the locations. Basic rules are then applied for each location. In cases where the rule is true, a bit multiplier can be applied to a corresponding campaign.
The case example provided by Google makes use of three spreadsheets to set this up. Firstly, a spreadsheet with campaign data where you'll include the campaign name, a corresponding weather location, a weather condition, a bit modifier and then cases where the modifier should be applied. Secondly, we'll use a spreadsheet to define weather conditions. For example, you specify that rainy conditions will include temperatures below a certain level, and precipitation above a certain level.
It also specifies that sunny conditions will include certain levels of the same metric. Finally to ensure that our campaigns respond to the right location, another spreadsheet is used to define a weather location and a geo target code. So this is almost like setting up a Google shopping campaign. It can also be fascilitated by Google Sheets. According to Google's guidelines in setting up campaign rules, the developer should then specify matching geo targets as a form of targeting.
If I flick through this you can briefly see the script example which will be available from Google as a template for your developer to work with. This script logic used to start by reading the rules from all the Sheets after which an attempt at execution in a specified order is made. So before execution the script will check if a specified location is targeted. After which it will retrieve a bit modifier.
The script will then make an API call to check the weather conditions and the conditions are evaluated to see if it matches a certain rule. If there is a match, then the bit modifier is applied for the relevant location. So there are specific steps that you need to follow to get this implemented. First you need to register an API key with OpenWeatherMap.org. Then in Google developer tools, you can copy the templates spreadsheet and then edit the campaign and weather rules to match your own requirements.
Next, create a Google script with a code that Google provides or your own amended code version. At this point developers need to update any variables in the script so that it matches your business needs. And finally you're ready to schedule the script to run provided that it's been set up correctly. This is a great example of advanced marketing automation that is enabled by the use of Google Ads scripts. As you can see, programmatic experts need to work closely with developers for the technical implementation of this.
- Research and planning in AdWords
- Working with the Keyword Planner
- Using the AdWords Editor and manager accounts
- Reporting tips with AdWords
- Using rules and automation in AdWords
- Dynamic search and display automation
- Overview of video advertising and Google Display Network
- YouTube advertising via AdWords
- Advanced PPC tips and tricks
Skill Level Advanced
Q: This course was updated on 12/19/2018. What changed?
A: New videos were added that cover Google Shopping ads for ecommerce.