Do you sell products that are sensitive to weather conditions - such as sunglasses, umbrellas, windproof clothing, or supplements and vitamins?
Wouldn’t it be great if you could automate your product feed campaigns to boost certain items ahead of weather changes, helping you reach the right intent at the right time - before your competitors do? If so, you’re in the right place. Below, we’ll show you how to do this easily using our platform and the Weather Prediction Modifier.
We’ll demonstrate the setup using two examples: sunglasses and raincoats, and cough syrup. In this example, we’ll use the UK as a reference (averaging weather between London and Manchester). Of course, you can configure your own settings as needed.
The weather-based campaign setup (whether Manual Shopping, PMax, Meta, or any other platform that supports custom labels) will only activate for products labeled as push-more-weather. If there are no items in the feed with that label, the campaign will remain idle. This ensures it only runs when the specified weather conditions are met - otherwise, your standard campaigns continue to handle traffic as usual.
Example 1: Boost sunglasses when it’s sunny or raincoats when it’s raining
To achieve this, we’ll use the cloud coverage metric for the next 7 days.
With that data, we can create a custom label based on conditions such as:
If the cloud coverage is below 5% over the next 7 days and the item category contains “sunglasses,” return the push-more-weather label.
This triggers the weather-based campaign to activate for those products:
We can apply the opposite logic for raincoats, but instead of using cloud coverage, we’ll use the rainfall metric (e.g., more than 50mm of rainfall expected in the next 7 days). This ensures the campaign activates only when actual rain is predicted, not just cloudy conditions.
Example 2: Boost cough syrups when temperatures are dropping
In this case, you’ll need two metrics:
- The current average temperature
- The predicted average temperature for the next 7 days
Then calculate the temperature change:
(Average temperature over the next 7 days) - (Current average temperature) = Temperature difference
If the temperature is expected to drop by more than 5°C, you can set the condition so that the push-more-weather label applies only to cough syrups.
This will automatically trigger your campaign to promote those products when colder conditions are expected.
Summary
With the setup above (or a similar one), you can create automated, weather-driven campaigns across any platform that supports custom labels - including Google Shopping, Meta, Bing, Pinterest, TikTok, and more.
Feedoptimise provides all the tools you need to execute weather-based strategies efficiently, no matter how complex your setup may be.