Google Ads IF Function Run Through

Key Takeaways

it functions are an add customizer feature within Google ads that allow advertisers to speak to two different user sets within the same text ad these are really helpful for accounts that may not be able to be as granular as they want to with their campaign structure there are two different types of if functions you can create and we're gonna show you how to set these up in this video to insert an ad customizer you need to add an opening curly brace that's gonna pull up the option for you to choose keyword insertion countdown but we want it functions the first a function we are going to cover is device if the device is mobile we might want to have a different headline so my headline might be something like design shoes from your phone this way I know my headline is speaking directly to users who are on their mobile devices anyone else who isn't on a mobile device they will see design shoes and three easy steps once we click apply we will be able to see the preview the first example is mobile device and there we see the mobile specific headline design shoes from your phone if we go over to the next preview we will see desktop and we can see the other headline in the if function is speaking to everyone else not on a mobile device design shoes in three easy steps with the preview we can clearly see we are speaking to two different user groups based on the two different devices they might be searching from now to go over the second if function the second option for an if function is choosing by audience so instead of device we want to select the audience option and then we need to choose which audience we want to use in this example I am choosing the audience of anyone who has viewed any video from my youtube channel within the past 540 days since I know this user group or this audience has seen a video from my YouTube channel I can speak to them differently based on the actions they have taken so this headline is gonna read watch more videos for free because I know they have at least watched one video anyone else who has not seen a video for my youtube channel is gonna see a different headline in this particular case I want to maybe plant a seat and be more introductory with my message and again we can see in the preview for anyone who has seen a video watch more videos for free everyone else who hasn't seen a video yet stream videos from any device and that is how we can speak to two different audiences within the same ad one important thing to keep in mind is that you can only use the if function in the expanded text ads do not try to use them in the responsive searches because it will not work I still recommend using a very segmented and broken out campaign structure to try to speak to your users as much as possible but if you don't have that option if functions might help be a little bit more specific to you a couple different user sets within the same text ad thanks for watching our video make sure to subscribe to the paid media pros channel to see more videos