We will be launching advanced reporting for WeatherAds which will enable users to measure the impact that weather targeting is having on their campaign KPIs. Until that’s live though there’s a couple of ways you can calculate the effect that WeatherAds is having on campaign performance.
Measuring against past campaign performance data
If you have a live campaign with some history, you should be able to evaluate the impact of the weather targeting on overall campaign performance after a few weeks or so, as you would have some historical performance data, and benchmarks to compare with. Simply run a report in AdWords to determine whether your KPI have improved over the time period since you applied live weather targeting to your campaign.
Running an A/B split test
Another approach is to run an split test between 2 campaigns:
Set up 2 campaigns with the same budget, bids, ads, and keywords, but different geo targets – for example, you could select 10 cities for each. Having different geos within your campaigns would prevent your campaigns from competing with one another and driving up your cost-per-click.
You will want to ensure that cities picked across both campaigns are similar cities, meaning both cities are from same state, and both have a similar population.
This would reduce weather and population variability between the your geo targeting and make your test fairer.
Campaign 1: San Diego (CA), Austin (TX), Cincinnati (OH) Etc…
Campaign 2: San Jose (CA), Dallas (TX), Toledo (OH) Etc…
Once you've set your 2 campaigns up, import one into WeatherAds and run weather targeting on it, whilst leaving the other without any weather targeting.
Run the test long enough to get some meaningful data back on impressions, CTR, CPC, conversions etc.
If it’s a weather sensitive product/ service, and you've set your triggers up correctly, you should start to see:
- Improved Click-through Rates (CTR)
- Reduced Cost per Click (CPC)
- Higher Conversion Rate
- Improved Cost per Conversions (CPCon)