AdWords Roll Out IF Functions for Ad Customization
Google Adwords is rolling out IF functions globally to give advertisers the ability to customize their ads based on whether or not specific parameters are met.
IF functions can be used to display custom text if any of the following parameters are met: device, time, audience, gender, or age. IF functions can be applied in any field of an expanded text ad, except for the URL itself.
In the example below from Google, an If function is used to customize the description offer based on whether a user is in the advertisers "Cart Abandoners” retargeting list. If they on the list, users will see a “15% off” promotion; if not, they’ll get a “10% off” offer.
Anyone who has a background in computer programming will get the basic idea behind IF functions. If X parameter is met, then perform Y action… and so forth. In the event that parameters aren’t met, advertisers can now select default values to be displayed instead, which means you’ll never have to have an ad without customizers in your ad group.
IF functions can be used to display custom text if any of the following parameters are met: device, time, audience, gender, or age. IF functions can be applied in any field of an expanded text ad, except for the URL itself.
In the example below from Google, an If function is used to customize the description offer based on whether a user is in the advertisers "Cart Abandoners” retargeting list. If they on the list, users will see a “15% off” promotion; if not, they’ll get a “10% off” offer.
Anyone who has a background in computer programming will get the basic idea behind IF functions. If X parameter is met, then perform Y action… and so forth. In the event that parameters aren’t met, advertisers can now select default values to be displayed instead, which means you’ll never have to have an ad without customizers in your ad group.
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