Industry: E-commerce
Used services: Google Display
CHALLENGE
Global research reports often point out that the number of online purchases increases with rainy and bad weather. The challenge was to find a solution how to increase sales keeping these facts in mind.
SOLUTION
Over the course of one and a half months, we tested various Google Display Network banners in remarketing. We compared the performance of four different types of Google Display Network banners:
- Weather banners (taking into account the existing weather conditions, we adapted banner visuals and messages):
1. – Neutral banners: we used a weather-neutral banner;
2. – Cold weather outside (temperature lower than 5°C);
3. – When the weather is rainy;
4. – If it snows.
Weather status on Google Ads system is updated hourly; and as an information source, we used data from the closest meteorological station specified on openweathermap.org/.
RESULT
We observed that there were no significant differences in terms of CTR (percentage of people who clicked on the banner after seeing it). However, there were significant changes in performance – Cost / Conversion and Conversion rate ie. cost per lead and how many people (percentage) made a purchase after visiting the website.
- General brand banners that are usually used to improve brand awareness had the lowest conversion rate and the highest price per purchase;
- Banners that mentioned snow had 2.43 times lower price per purchase and 2.7 times higher conversion rate;
- Banners that mentioned cold temperature had 2.63 times lower price per purchase, as well as conversion rate was 3.2 times higher;
- Banners that mentioned rain convincingly showed the best results – price per lead was 4.54 times lower, and conversion rate was 4.85 times higher.
Banner
CTR
Conversions
Cost/conv.
Conv. rate
General
0.13%
25.0
65.87€
0.20%
Cold weather
0.13%
3.0
25.03€
0.64%
Rainy weather
0.14%
18.0
14.49€
0.97%
Snowy weather
0.12%
17.0
27.10€
0.54%
