How to use the IF function? We will explain everything to you ! How does it work? This new feature only affects text ads (large format now) that are served on the Google Search Network (Search). The IF function then makes it possible to broadcast a personalized message when a specific condition is met. With the exception of the final URL, all ad fields can be customized (title and description). The ads broadcast are thus completely adapted to your target according to the device used and the type of audience. How to set up the IF function.
For the moment, only two targets can be configured: the device and the type of audience. The condition to be fulfilled can relate to the type of device used, the time, the fax list audience, the gender or the age. Google AdWords compatible target IF function Source: Google As you can see above, the IF function parameters are enclosed in braces. Then just add your message in place of “:default text”. How to take advantage of the IF function? Concretely, the IF function can allow you to personalize your message according to the type of device used by the Internet user.
This allows you to tailor your ad to mobile or desktop users. Google AdWords IF function device example Source: Google Here, desktop users will see a "Buy now" message, while mobile users will see "Free shipping on all mobile orders." It is known that purchases on the Internet are made more via a computer rather than a mobile. In this example, computer users are encouraged to buy the shoes immediately; the buying environment is favourable. On the other hand, we offer an incentive offer to mobile users who would be more reluctant to make their purchase from a tablet or a smartphone.