you decide to offer 10% off of everything on your site, and you advertise accordingly in your Google Ads (formerly known as AdWords) account.By using IF functions, you can ensure that cart abandoners, people mere clicks from making a purchase, see a “limited,” “exclusive,” or otherwise irresistible offer of 15% off plus free shipping. The uninitiated (everyone else) will see your standard 10%-off sale, but these incredibly valuable prospects will be faced with an offer they simply can’t say no to.If you depend on lead generation instead of eCommerce, IF functions have the potential to be just as valuable. Odds are, your prospects behave differently on mobile than desktop (by and large, people are less stoked on form fills when they’re forced to complete them using thumbs and a touch screen. Shocking, I know). But by changing your messaging to reflect an easier, mobile-specific CTA, you may be able to squeeze leads out of previously low-performing mobile audiences.Interested in taking IF functions for a spin? Thought so.
How do Google Ads IF Functions work?If you’ve ever tried to use ad customizers, you’re Benin WhatsApp Number familiar with the guiding principles behind IF functions. Basically, by inserting a parameter into your ad, it becomes mutable, capable of altering copy to reflect the conditions outlined within the aforementioned parameter.IF functions are inherently easier to work with than other ad customizers because they don’t rely on pesky feeds; instead, they rely solely on the conditions you create within the braces. If something breaks or goes wrong, the ad will simply revert to the unmodified version, so you needn’t run another ad without an IF function in the same ad group; Google, in their benevolence, has got you covered.Really, the only thing you need to master in order to use IF functions are IF functions themselves.Now, I completely understand that braces are daunting.
As a rule, I flee from anything that resembles math or code. But these are really simple: as long as you’ve got the right punctuation in place, you’re golden.IF Functions can be used anywhere in your ad except for the final URLThe only supported dimensions are “audience” and “device”Currently, the AdWords UI will auto-populate the syntax for device targeting. If you want to use “audience” as the dimension instead, you simply need to rewrite the parameter and insert the name (or names) of the corresponding list exactly as it appears within your account (a list of your existing audiences can be found in the Shared Library > Audiences tab)IF functions are only available on the search networkDevice .
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