Utilizing different AdWords features can & often does yield to greater results for those who choose to use them. We spoke about the role of Dynamic Search Ads (DSA’s) in generating paid-search revenue, as well as the positive impact of keyword modifiers on SEO. Not to mention the recent innovation to the ‘store visits’ feature which has tracked over 4 billion consumer journeys for advertisers worldwide since its creation. So now that AdWords is allowing advertisers to customize their ads based on device & retargeting list membership with their new IF Functionality, we anticipate this too will yield to a tremendous spike in your paid-search revenue — especially when you consider how many more people are using mobile phones for their searches.
How Do You Use It?
Originally, Google started with Standard Text Ad, which ended January 31st, 2017. Since its termination, the new IF Functionality emerged, enabling advertisers to tailor ads based on whether browsers use mobile devices and/or are members of an audience list. Specifically, IF Functions allow you to insert a specific message into your text when a certain requirement is met. When the condition is not met, a default text will appear, overall making your ads more relevant to potential customers. However, this is different than the ‘ad-customizers’ because there is no feed involved.
IF functions only apply to ads in the Search Network with parameters for searches in these brackets { }. Once the search query triggers the code in the parameters, the text you specified in your ad will show to those web browsers with the relevant search query. IF functions are allowed anywhere in your ad-text except the URL.
SYNTAX
The actual syntax for the IF Function is as follows:
- Start with “{=IF”, add an open “(” after IF, then follow w/ targeting “device=mobile” or “audience IN”. Please note that you can put a list of target audiences in the parentheses.
- Insert comma after the targeting, add the actual text to be shown when targeting criteria is met, close “)”, follow with “:”, then add default text to be shown when targeting criteria is not met. Then end with this bracket “}”
Together the text looks like this: {=IF(device=mobile or audience IN(audiencelist1,audiencelist2), Custom Text): Default Text}
So be sure to soak up all this information to stay on top of your competition this year! More & more users are turning to mobile devices for their search queries, so it’s radically important to modify your AdWords strategy accordingly. You don’t want to miss out on the large pool of potential prospects who are searching for your goods & services on their mobile phones. Trying out the AdWords IF functionality is the perfect start to ensuring more of these relevant queries are directed to your website.