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AdWords IF Functions allow advertisers to tailor ads by device or audience type. You can insert a specific message in your ads when a condition is met, based on who is searching and what device they are searching for. AdWords IF statement is similar to ad customizer which adapts your text ads to what someone is searching for, which device she’s using, where he’s located, but Ad Customizer needs a feed. On the other hand, AdWords IF functions work without any feed.

You can learn more about Ad Customizer here:

Dynamic Product Pricing Using Ad Customizer

How AdWords IF functions work?

Similar to any IF statement in any programming language or even excel, IF function checks if a condition is met and returns one value if TRUE or another value if FALSE. For example, let’s say you want to offer past buyers a 15% discount when they buy from you again. Using AdWords IF functions, you can include a simple statement in your ad to show a voucher code to past buyer (TRUE) and a standard ad without the voucher to everyone else (FALSE).

AdWords IF function works only for search text ads where it can be used anywhere (in headlines, descriptions, path 1 or path 2) except the final URL.

How to use AdWords IF functions?

If you are familiar with ad customizer or dynamic keyword insertion,  of course, you know that you need to type { in your ad text to bring up the feature. IF functions work also the same as you can see below:-

Once you select if functions, you can start typing your statements. The syntax is so straightforward:

1- You first add the conditional argument (either device or audience type):

{=IF(device=mobile ,)}

{=IF(audience IN(returning visitors, ),}

2-  Specify the value to return if the condition is met (TRUE).

{=IF(device=mobile,Mobile Friendly Website)}

{=IF(audience IN(past buyers), Save 30% )}

3- Specify the value to return if the condition is not met (FALSE).

{=IF(device=mobile,Mobile Friendly Website)}):Shop Online Now}

{=IF(audience IN(past buyers), Save 30%): Save 10%}

So the final syntax is as below:

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

Please note that you also can add multiple lists (arguments) in your statements:

{=IF(audience IN(past buyers, cart abandoners, product viewers), Save 30%): Save 10%}

AdWords IF functions and AdWords Editor

IF functions are supported by AdWords Editor, all you have to do is to incorporate the IF code in your ad and it will apply once conditions are met. Please make sure to respect the characters limit and keep room for both scenarios, otherwise, your ads will get disapproved.

Summary

AdWords IF function is a great feature that can let one ad have many variations, showing the most relevant variation to potential customers. It also can save you much time since you don’t have to create separate ads for different variations, so start testing it out and let us know how it goes.

Ahmed Ali

Entrepreneur focused on building MarTech products that bridge the gap between marketing and technology. Check out my latest product GA4 Auditor and discover all my products here.