Targeting Option - Weather Targeting

Weather Targeting is applied at the ad group level and allows you to advertise based on current or forecasted weather conditions in specific locations. By leveraging weather data, you can personalize and time your ad campaigns to align with the needs and behaviors of consumers, improving engagement and increasing the likelihood of conversions.

How to Enable Weather Targeting

1. From your Campaigns dasbhoard, select a campaign and navigate to the Ad Group tab to select an ad group for which you wish to apply weather targeting.
2. Turn ON the option to enable weather targeting.

Understanding Weather Targeting

The weather targeting lets you create custom weather condition rules (e.g., temperature, rain, snow, etc.). You can set to include or exclude specific weather conditions (e.g., only show ads if it's raining or if the temperature is above a certain threshold) to execute it.

There are 2 groups of conditions that you can set:

(1) Weather Conditions: you can select the intensity of a weather condition (e.g., Extreme Rain) or the range of a weather factor (e.g., Greater than 30% humidity). See below table for the detailed breakdown.

Weather Conditions	Sub-Type	Remarks
Atmosphere	Mist Fog Freezing Fog
Clear	Clear	Clear include “Sunny” and “Clear”
Cloudy	Partly Cloudy Cloudy Overcast
Drizzle	Light Drizzle Freezing Drizzle Heaving Freezing Drizzle	Light Drizzle include “Patchy light drizzle”and “Light drizzle”
Rain	Light Rain Moderate Rain Heavy Rain Light Freezing Rain Moderate / Heavy Freezing Rain	Light Rain include “Patchy light rain”, “Light rain”, “Light rain shower” Moderate Rain include “Moderate rain”, “Moderate rain at times, and “Moderate or heavy rain shower” Heavy Rain include “Heavy rain”, “Heavy rain at times”, “Moderate or heavy rain shower” and “Torrential rain shower”
Snow	Light Snow Moderate Snow Heavy Snow Blowing Snow Blizzard	Light Snow include “Patchy light snow”, “Light snow” and “Light snow showers” Moderate Snow include “Patchy moderate snow”, “Moderate snow”, and “Moderate or heavy snow showers” Heavy Snow include “Patchy heavy snow”, “Heavy snow” and “Moderate or heavy snow showers”
Sleet	Light Sleet Sleet Moderate / Heavy Sleet Light Sleet Showers Moderate / Heavy Sleet Showers	Sleet include “Ice pellets” and “Light shower of ice pellets” Moderate / Heavy Sleet include “Moderate or heavy sleet” and “Moderate or heavy showers of ice pellets”
Thunder	Light Rain with Thunder Moderate / Heavy Rain with Thunder Light Snow with Thunder Moderate / Heavy Snow with Thunder

(2) Weather Factors: you can set specific rules and ranges for weather factors, so you can create customized triggers based on the intensity or thresholds of these weather factors. These are factors that you can set:

• Humidity: you can set humidity within a range of 10% to 90%.
• Pressure: you can set pressure within a range of 900 mbar to 1100 mbar, or a custom value.
• Temperature / Feels Like Temperature: you can set any custom value.
• UV Index: you can select a UV Index range based on the WHO UVI classification for better usability:
  • Low (0 to 2)
  • Moderate (3 to 5)
  • High (6 to 7)
  • Very High (8 to 10)
  • Extreme (>11)
• Wind Speed: you can select a wind speed range using the Beaufort Scale for better usability:
  • None (<1 mph)
  • Light (1 to 12 mph)
  • Moderate (13 to 24 mph)
  • Strong (25 to 46 mph)
  • Very Strong (47 to 72 mph)
  • Hurricane (>74 mph)

Setting a Weather Condition

Each weather condition consists of several settings that you can configure which allows you to control over how and when an ad group should run:

• Condition: The specific weather factor being targeted (e.g., temperature, precipitation).
• Rule: The criteria that define how the condition is evaluated (e.g., greater than, less than). 
• Trigger Type: The type of action that triggers the ad group to run or not before, during, or after a weather event, so that you can control the timing of when the action occurs. You can choose from three trigger types:
  • Current: This option triggers the action during the weather event.
  • Forecast: This option triggers the action before the weather event. You can select up to 14 days ahead for the forecast. For example, if you select 7 days, the rule will only be triggered if the weather condition is predicted to occur within the next 7 days.
  • Past: This option triggers the action after the weather event. You can select up to 30 days for past weather events.

Setting Up Multiple Rules

You can add multiple rules using the “+ AND” and “+ OR” functions, so that you can set triggers based on more complex conditions.

• Restrictions on “AND” Rules:
  • Note: Multiple weather conditions are not supported for the “AND” function for the same trigger type.
  • If a weather condition is selected and a new “AND” rule is added, all weather conditions should be disabled for that same trigger type. Only weather factors can be selected for the additional “AND” rule.
• Trigger Type Restrictions:
  • If a weather condition is selected for the “Current” or “Forecast” trigger types, those trigger types should be disabled for further weather conditions to prevent conflicts.
• Include/Exclude Functionality:
  • The “Include/Exclude” selection box will be disabled if both include and exclude items are present.

Bulk Editing

You can bulk edit the weather targeting for all Programmatic ad groups.