Liquid Life

The additional import of weather data in connection with bicycle purchases made as other parameters for the bidding strategy in SA360 should lead to more efficient auction participation and positively affect the generated result due to more precise control. For this purpose, two scenarios that can be considered positive were defined as objectives.

By integrating weather data into the bidding strategy, both campaign tests achieved higher auction participation and thus visibility in the search results. For the shopping case, after an initial significant increase in the campaign's play with weather data in the first half of the observation period, by the end of the period, there was an alignment and almost equally distributed participation of the campaigns in auctions according to the search queries.