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New AdWords Functions – The IF For Clever Copywriting

AdWords gains some clever new features which are of great interest to advertisers!


Introducing the IF Function to Adverts

When Google introduced the new ‘expanded’ text ad and then stopped old text ads from being created, it created a problem.

The old text ads could be optimised to mobile displays, and set to preferentially show on mobiles within the Device Preference toggle. So if you had shorter text, this would make sense on the smaller screen.

This feature dissapeared with the Expanded Text ad.

Now Google has given advertisers an option to change displayed text based on an IF function.

This allows any text – so headline 1, 2, description and display URL, but not final URL, to be customised.

There are two dimensions at present which the IF function works with. Audiences (remarketing lists), and Devices.

The code is pretty much the same as you would use in Excel formulas.

To start out, we will use the Device IF function, which is the default.

When you click +AD in your ad group (Search Network only), select text ad. Then select Headline or Description. In this box type in the normal display text. Anywhere in this desription if you add a squiggly bracket, “{” you get another drop down. Here you will see the smart text options available – either Countdown, Keyword Insertion, or IF Function. Select IF function

You will get a bit of text appear, like so –

{=IF(,insert text):default text}

if function PD

You have to add the condition, which is device=mobile, at the beginning –

Example – Lowest Prices Online {=IF(device=mobile,Save Now):Get Offers Now & Free Delivery}

So, here, on desktop the line would read

Lowest Prices Online Get Offers Now & Free Delivery

whilst on Mobile, it is the shorter Lowest Prices Online Save Now.

Of course, you still need to ensure that either of these text strings is within the total character limit, including any standard universal text. Thats 30 characters for either Headline and up to 80 characters for the description.

Now, this is definitely useful for tailoring mobile ads. It also gives you the option to target mobile users different CTA’s.

Now we will look at Audience targeting.

This is particularly exciting. Why? Because remarketing list audiences can be given unique CTA’s and even voucher codes to use at the checkout. Anybody that has abandoned a cart or visited your site can be targeted this way.

You can use more than one audience condition. So lets say you have an audience of shopping cart abandoners. Lets say you’ve named the audience Cart Abandoners in your Shared Library.


Headline 1 – Herbs at Wholesale Prices

(Headline 2) – Bulk Herbs Low Prices {=IF(audience IN (Cart Abandoners),£50 Off):Save Now}

Then, add to another line, such as Description – Get Great Deals {=IF(audience IN (Cart Abandoners),Use Voucher 50off):Save Online!}

Your Ad will then be for normal traffic –

Herbs at Wholesale Prices

Bulk Herbs Low Prices Save Now

Get Great Deals Save Online!

For Cart Abandoners, it is now –

Herbs at Wholesale Prices

Bulk Herbs Low Prices £50 Off

Get Great Deals Use Voucher 50off

You can see Googles Help Guide here.

Whilst we’re at it, I’ve often thought it would be a nice feature to have IF/AND functions for negative keywords.

If you need any help with Google Adwords or Getting Results with PPC advertising, then please get in contact with us here at Network Intellect.

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