What you need to know about Ad customizers IF function in Google Adwords

What if you can customise your ad and reach your target easily with a little more precision? Enter googles IF function.Image result for How does Ad customisers IF function in Google Adwords benefit you?

IF functions will allow advertisers to customise their ad texts based on the following criteria:-

  1. Who is searching
  2. What device are they searching from

Imagine you can show different ads to different customer base? If it is a new customer, you can talk about an offer that is running for Valentine’s day. If they are a returning customer, you can give them a last minute discount coupon to redeem and therefore nudge them to buy. If a customer is on his mobile, you can show text ads that offer a free travel pouch when ordered through your app. You can even adapt your texts based on the date, time of day, or day of the week.  See the possibilities?

How does it benefit you?

Personalised messaging: Communicate effectively with your customers based on the page they are viewing or the search they have entered.

Perfect Timing: Your ads can now be shown at the right time to your customers.

Show Variations:  With Customizers, you can now have a single text ad with multiple variations and only display the most relevant variation to each potential customer.

Clear Reports: The variation in the ad will only increase your conversion. It shall not interfere with the data reports you generate and therefore clear reporting is available  

Examples:-

Look at this example given by Google. If you are selling running shoes, you can offer a 15% discount for returning customers while 10% of any other audience. You are basically running one ad but with multiple variationsImage result for What you need to know about Ad customisers IF function in Google Adwords

You can use Ad Customizers by the following methods:-

  1. Target by keyword
  2. Target across a campaign or an ad group
  3. Target by location.Image result for How does Ad customisers IF function in Google Adwords benefit you?

If you are selling wedding bands, you can offer 20% discount for those searching from Penang and 25% discount for those searching from Kuala Lumpur.

Another example would be to set up a ‘countdown’ ad for returning customers. Imagine if someone has looked up a wall poster and abandoned the cart. You can now show them the same ad with a timer. The sense of urgency shall help you convert the sale.Image result for How does Ad customisers IF function in Google Adwords benefit you?

So what happens to Standard Text ads?Image result for So what happens to Standard Text ads?

AdWords will no longer support the creation or editing of standard text ads. These are replaced by the new Google expanded text ads format.Image result for So what happens to Standard Text ads?

How do you do it?

Broken down, the syntax for IF functions are:

  1. Start with “{=IF”
  2. Add an open “(” after IF
  3. Follow with the targeting of “device=mobile” or “audience IN”
    1. If you’re using audience targeting, put the list you want to target inside parentheses. If you are targeting multiple audience lists, separate them with a comma.
  4. Put a comma after the targeting.
  5. Add the text to insert when targeting criteria are met.
  6. Close “)”
  7. Follow with a colon “:”
  8. After the colon, add the default text that will be used when the targeting criteria are not met.
  9. End of the closing curly bracket “}”

Put together it looks like this:

{=IF(device=mobile or audience IN(audiencelist1,audiencelist2), Custom Text): Default Text}Image result for How do you do Ad customisers IF function in Google Adwords

The beauty about ad customizers is that, when you use it properly, they give people the confidence about what they’re looking for and also increase your sale conversion. This we anticipate will be a game changer in the way clients reach out to their customers.

Check out this article if you are a beginner and needs help with the basics of Google AdWords.