What are filters and how do they work?

A quick overview of what a filter is and how to create one in WeatherAds

Tyler avatar
Written by Tyler
Updated over a week ago

What are filters?

A filter is a simple ‘if this then that’ rule consisting of a trigger and an action. The trigger is a weather scenario, and the action is an operation performed to your campaign, ad group/ ad set, ad, or line item, when that weather scenario is ‘true’.

Example of a very simply filter: If sunny then activate ‘sunny’ ads

A filter can have more than one trigger (weather scenario), and more than one action. Weather conditions are linked by and/ or logic, whereas actions are linked with ‘and’ logic only.

Example: If sunny or above 20C, then activate ‘sunny’ ads and increase bids by 10%

Creating multiple filters

As mentioned, a filter is simply a weather-based rule comprising of a weather condition or conditions (e.g. currently warm and sunny), and an associated action or actions.

There may however be instances where you will want to have more than one ‘rule’ per campaign. This may be because your business is affected by different types of weather in different ways (positively or negatively), or it could just be because you want to use various weather scenarios to make your ads more contextually relevant to the user.

To add a second weather targeting filter for a single campaign, click on the + icon in Step 5 of the automation creation process.

Example: Imagine you own a chain of ice cream parlors. Let’s say you know that your ice cream sales increase by 100% when it’s sunny, decrease by 50% when it’s rainy, and stay roughly the same the rest of the time. Here's what your filters would look like:

{Filter 1} Sunny - increase bid by 100%

{Filter 2} Rainy - decrease bid by 50%

{Default State} Not sunny or rainy - return to default bids

Creating Multiple Filters & Filter Logic

The filter logic runs in numerical order (first filter to last filter). The logic checks the first filter, and only moves to the second filter if the first filter is negative. For this reason, two filters can never fire simultaneously. If more than one filter is ‘true’ at any given moment, the first filter will always fire ahead of the second.

Note: Always create Filter 1 as your primary filter, with the other filters in descending order of importance. The order of the filters can be changed by simply dragging a filter into a new position.

Example: Let’s say you are an outdoor clothing brand selling rainproof winter jackets. When it’s cold, you get 20% more conversions. When it’s rainy, you get 40% more conversions, and when it’s both cold and rainy, you get an 80% increase in conversions.

Remembering to always make Filter 1 your primary filter (in this example, ‘cold & rainy’), with the other filters in descending order of importance, you would set your filters up as follows:

{Filter 1} Cold and Rainy - increase bid +100%

{Filter 2} Rainy - increase bid +50%

{Filter 3} Cold - increase bid +25%

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