Google IF Functions

Byron Tassoni-Resch, the Article Author - WeDiscover - Paid Search Marketing Agency London
Byron Tassoni-Resch
04 August 2020 - 6 min read
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IF Functions within Google Ads is an Ad customising feature that allows advertisers to speak to 2 different user sets with the same Text Ad.

There are 2 different types of IF Functions that you can create.

In order to add an Ad Customiser into an ad, you need to start with a { that will pull up an option to insert IF Functions.

Google Ads IF Function Setup Example - WeDiscover, Paid Search Marketing Agency London

The first IF function that we are going to cover is the device. If the device is mobile, we might want to have a different ad copy.

Google Ads IF Device Function Setup Example - WeDiscover, Paid Search Marketing Agency London

For example:

Google Ads IF Text Function Setup Example - WeDiscover, Paid Search Marketing Agency London

Once you hit apply you will be able to see the function inserted into the ad.

Google Ads IF Function Setup Example - WeDiscover, Paid Search Marketing Agency London

FYI: You can add the IF Function into the Headlines or Description. Just make sure that you follow the character limit. If you don't you will get an error.

Now, let's go over the 2nd reason to use the IF Function, if you wanted to change your message based on your audience.

So, instead of device, select Audience
Google Ads IF Function Setup Example - WeDiscover, Paid Search Marketing Agency London

Then you need to choose which audience you want to use

Google Ads IF Function Setup Example, Audience - WeDiscover, Paid Search Marketing Agency London

Here you will be able to see all the audience options you have available. You need to make sure that you have already created the audience you want to use and it is available within the account.

Once you have selected your audience, click Save and then follow the same procedure for adding ad copy as we did with the Device change.

FYI: One important thing to note is that you can only use IF Function in Extended Text Ads. At the moment you can not use them in Responsive Search Ads.

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