As standard text search ads are retired from Google AdWords and extended search ads take center stage, another ad capability emerges. The AdWords “IF” function is now available for search ads and has the capability of being implemented in headlines and description copy. This feature provides plenty of nifty ways to offer your audience relevant or updated content based on their respective segment or demographic. Although there is multiple ways to leverage the “IF” function capability, we have featured what we believe to be the three main uses with some examples.
So how does this relatively new feature work and what type of set up should you expect when diving into your AdWords account? Google explains the IF function as such, “IF functions only work for ads shown on the Search Network. IF functions are parameters that go within braces {like this}. The parameter gets replaced by the text you
specify when your ad is triggered by a person’s search. You can include IF functions anywhere in your text ad except for the final URL field.”
Along with the Google explanation to finish this dicsussion, we have included two examples in the form of images.
The second image (below) depicts an instance of individuals coming from a previously created audience segement. The specific list in this example is indicating previous visitors who have abandonded items in their cart on an Ecommerce website. If an individual matches the audience list of Cart Abandoners, the discount within the ad copy increases from 10% to 15% making it more appealing for an individual to complete their purchasing process.
Some other helpful notes: In order to activate this function, simply type a { character into the headline or description copy of your search ads to get started. As a reminder, be sure to have your websites landing pages capable of changing the copy and offer to match what is displayed on the ads. Lastly, dont forget to test the process whether it be with A/B testing or simply reviewing click through rates.
For more information on the IF function, or any other PPC questions, contact THAT agency today.