In this tutorial we’ll show you how to create a second (and third) filter, and give you example use cases to demonstrate why this might be useful.
Each filter is a single ‘rule’, made up of a targeting condition (e.g. currently sunny), and an associated action (e.g. increase bid by 50%). There may be instances where you will want to have more than one targeting ‘rule’ per campaign.
If you wish to run a second filter for a single campaign, this can be done by clicking the + icon at the top of the dashboard and repeating the steps described in our guide ‘How to Create a Weather Targeting Filter’.
EXAMPLE WHERE YOU WOULD NEED 2 FILTERS
Imagine you are an ice cream chain, and 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.
You create a display network PPC AdWords campaign to promote your ice cream stores.
You want to increase bids during periods of high demand (sunshine) decrease bids during quiet periods (rain), and keep bids at the default rate the rest of the time. For this you would construct 2 filters as follows:
[Filter 1] Sunny > increase bid by 100%
[Filter2] Rainy > decrease bid by 50%
Finally you would select:
‘When conditions across all filters are not met, run campaign at default bid’
NOTE: If conditions across both filters are met, the bid modifier for the first filter will always override the second filter’s. E.g. in the above example,if the weather happens to be both sunny and rainy, the bid will still be increased by 100% (Filter1’s bid modifier).
For this reason, always create filter1 as your primary action, with the rest of the actions in descending order.
Let’s say you are an outdoor clothing brand selling thermal jackets. When it’s cold, you have a 20% conversion uplift, when it’s windy, a 40% uplift, and when it’s both cold and windy, an 80% lift in sales:
Cold & Windy: +80%
NOTE: Remembering to always make Filter1 your Primary Filter (in this example, ‘cold & windy’) you would set your filters up as follows:
[Filter1] Cold and Windy (temp is equal to or less than 5C AND wind is very strong) > increase bid +80%
[Filter2] windy (wind is very strong) > increase bid +40%
[Filter 3] Cold (temp is equal to or less than 5C) > increase bid +20%
Having then ‘applied’ the filter settings and made your campaign live, your Campaign summary screen would look something like this: