![\"06_01\"](\"https:\/\/www.waca.associates\/en\/wp-content\/uploads\/2018\/01\/06_01-150x150.png\")
<\/p>\n<\/p>\n
Hi! This is Ogino.
\nIn this article, I am going to talk about listing ads, using a business case that had strong results
\nbecause of the external factor, \u201crainy weather.\u201d<\/p>\n
The summary of the account is as follows:
\nMerchandise: Specializing in leaking roof repairs
\nRendering Area: The Chubu area
\nDefined Conversion (CV): Submitting an inquiry form or tapping on the telephone number<\/p>\n
Rendering Keywords: \u96e8\u6f0f\u308a (leaking roofs) AND \u4fee\u7406 (repairs), \u96e8\u6f0f\u308a (leaking roofs) AND
\n\u4fee\u7406 (repairs) AND \u30a8\u30ea\u30a2 (the xxx area), and others<\/p>\n
For this business case, the client was a repairman who specialized in leaking roof repairs. This is the
\ntype of account that normally brings in a large search volume on a rainy day and is easily affected by
\nan external factor: the weather. For that reason, various adjustments were made, including raising a
\ndaily budget or bid prices on a rainy day so that the account could attract as many clicks as
\npossible.<\/p>\n
To see the difference in the click counts between days with and without rain, the operation of the
\nlisting ads was continued without changing a daily budget of 8,000 yen for a month. However, the
\nbidding changes and exclusion modifications were made during the month.<\/p>\n
The table below shows the result of the seven-day comparison between rainy and non-rainy days
\nin July 2017.<\/p>\n
* The figures below reflect weekly totals.<\/p>\n
![\"06_02\"](\"https:\/\/www.waca.associates\/en\/wp-content\/uploads\/2018\/01\/06_02.png\")
<\/p>\n
Because the daily budget was 8,000 yen, and the total cost was 56,000 yen max for seven days, you
\ncan see that neither a rainy day nor a non-rainy day exceeded the daily budget limit. Note that the
\nnumber of clicks were understandably lower on a non-rainy day. It was obvious that the budget was
\nnot fully utilized.<\/p>\n
As expected, there were close to twice as many clicks on rainy days compared to the non-rainy days,
\nand those clicks brought in CVs. With this result, I can say that the operation policy for this account
\nwas on target as expected.<\/p>\n
On first look, it may appear that the CV count is low if you look at the numbers only, but there were
\nthose customers who called while looking at the website, supporting the thought that there may be
\nadditional reasons for the click counts than what is reflected in the figures displayed on the ad
\nmanagement screen.<\/p>\n
Do you remember Typhoon No. 5 that hit our sacred home Nagoya on August 7, 2017?
\nIt was a massive rainstorm that day. One of my umbrellas perished.
\nSince the storm was as severe as to perish an umbrella, I made adjustments, such as raising a daily
\nbudget higher than the one for a normal rainy day as well as the bidding price. These<\/p>\n
adjustments were made so that the client's ads could be properly rendered in response to the
\nsearches from those users who truly needed repairs.<\/p>\n
The account was operated with the same daily budget on August 7, the actual day that the typhoon
\nhit, and August 8, the day after. The results are as follows:<\/p>\n
![\"06_03\"](\"https:\/\/www.waca.associates\/en\/wp-content\/uploads\/2018\/01\/06_03.png\")
<\/p>\n
As I predicted, the client was able to get two CVs during these two days. I consider this CV count a
\nsignificant number because a significant number of inquiry calls came in from those looking at the
\nwebsite, as mentioned earlier.<\/p>\n
Knowing that the number of users who perform searches rises when it rains allows you to outdo your
\ncompetitors' moves by adjusting the basics, such as raising the daily budget or bid prices to
\nproper levels.<\/p>\n
However, it is always best if you inform your client before you make any adjustments like the above.<\/p>\n
This is an extreme digression, but there exists nowadays a type of ad that is linked to the weather
\nalthough it does not come up as a default function in AdWords. Simply put, this function enables you
\nto render your ads according to the weather data in your target region that you obtained by using an
\nAdWords script. If the weather condition matches, AdWords will adjust the bidding price and render
\nthe designated campaign. Initially, this was something only Google has come up with; however,
\nYahoo! Premium Advertising officially started offering these weather-based ad campaigns in July
\n2017.<\/p>\n
How to set up such campaigns on AdWords is currently complicated, but if this function becomes a
\ndefault function in the future, it can be easily set up on the ad management screen, and the range of
\nyour rendering methods will expand. I am looking forward to future releases. Please do not hold your
\nbreath, though, because as of this writing, it is not a default function on AdWords.<\/p>\n
Reference: AdWords Script\/Yahoo! JAPAN<\/p>\n
How was it?<\/p>\n
Depending on your client's line of business, the increase\/decrease in customers is affected by
\nexternal factors, such as the weather or seasons. One of the characteristics of listing advertisements
\nis that you can reflect the settings immediately on your account.<\/p>\n
Therefore, it is critical to probe for better solutions by repeating various kinds of rendering
\npatterns. If you catch any factors, which affect trends, like the weather as shown here that increases
\nsearch volume, you can adjust your daily budget or bidding price according to those external factors
\nas a means to improve customer attraction.<\/p>\n
This has been Ogino writing.<\/p>\n","protected":false},"excerpt":{"rendered":"Hi! This is Ogino. In this article, I am going to talk about listing ads, using a business case that had strong results because of the external factor, \u201crainy weather.\u201d Account Summary The summary of the account is as follows: Merchandise: Specializing in leaking roof repairs Rendering Area: The Chubu area Defined Conversion (CV): Submitting an inquiry form or tapping on the telephone number Rendering Keywords: \u96e8\u6f0f\u308a (leaking roofs) AND \u4fee\u7406 (repairs), \u96e8\u6f0f\u308a (leaking roofs) AND \u4fee\u7406 (repairs) AND \u30a8\u30ea\u30a2 (the xxx area), and others Operation Policies For this business case, the client was a repairman who specialized in leaking roof repairs. This is the type of account that normally […]","protected":false},"author":13,"featured_media":394,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[101,21,19],"tags":[29,11,12],"class_list":["post-127","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-ga","category-web_analytics","tag-adwords","tag-japan","tag-tokyo"],"jetpack_featured_media_url":"https:\/\/www.waca.or.jp\/en\/wp-content\/uploads\/2017\/12\/01-8.jpeg","_links":{"self":[{"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/posts\/127"}],"collection":[{"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/comments?post=127"}],"version-history":[{"count":5,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/posts\/127\/revisions"}],"predecessor-version":[{"id":520,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/posts\/127\/revisions\/520"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/media\/394"}],"wp:attachment":[{"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/media?parent=127"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/categories?post=127"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/tags?post=127"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}