Customize Ads Using AdWords Newly Introduced IF Function

Google recently introduced IF function to customize adcopy text when conditions met and a default text when condition does not match. IF function customize ad text by adding specific text into ad which makes your ad matches to customer search.

Using IF Function:

  • Compatible only for search network
  • No feed required
  • Parameters that go within braces {}
  • Can not use IF Function in Final URL field
  • When user make a search and your ad triggered – parameter gets replaced by the text you specify within ad.
  • Ad text can be customized based on device and audience type only.

IF Function For Device:

Target Attribute Code Example Device Ad Will appear as
Device Mobile {=IF(device=mobile, text to insert):default text}

 

Buy Designer Gowns Online – Designed by Top Designers

Get The Best Gowns At The Best Price. {=IF(device=mobile, 10% Additional Discount on Mobile Orders!):End of Season Discounts Available.}

 

Mobile Buy Designer Gowns Online – Designed by Top Designers

Get The Best Gowns At The Best Price. 10% Additional Discount on Mobile Orders!

        Desktop Buy Designer Gowns Online – Designed by Top Designers

Get The Best Gowns At The Best Price. End of Season Discounts Available.

 IF Function For Audience:

Target Attribute Code Example Audience Ad Will appear as
Audience any valid user list name in your account {=IF(audience IN(<userlist1>),text to insert):default text} Buy Designer Gowns Online – Save {=IF(audience IN(Cart Abandoners),30%):20%} on Top Brands

Get Designer Gowns At The Best Price. Free Shipping. Buy Now!

 

Cart Abandoners Lists Buy Designer Gowns Online – Save 30% on Top Brands

Get Designer Gowns At The Best Price. Free Shipping. Buy Now!

        Other Audiences Buy Designer Gowns Online – Save 20% on Top Brands

Get Designer Gowns At The Best Price. Free Shipping. Buy Now!

Expecting Google to introduce more functions and dimensions in near future. Best about using IF function is that it does not require feed as we need feed to use ad customizers.

Try these new IF Function and tailor your ads more specific to user searches.

Read more on IF Function.

About Neha Gupta

I am Neha Gupta, SEM Expert – Paid Advertisement Consultant | Google AdWords Top Contributor| Google AdWords Trainer! I am Independent Paid Search Consultant and Google AdWords Trainer in Delhi. I currently reside in Delhi, India, and love traveling.

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