How to use IF functions to speak to different audiences

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In my last post for Search Engine Land about business data feeds, I went over how I used ad customizers to implement value-focused ad copy. I now want to show you another favorite ad customizer I think is underutilized. I am talking about IF functions.

IF functions are another way pay-per-click (PPC) marketers can create unique ads that are hard for the competition to replicate. I use business data feeds to call out extra benefits and value statements. With IF functions, I like to use the ad customizer to change my voice depending on what audiences I’m going after. Let me show you what IF functions are, how to set them up, and a few strategies I’m currently using on clients.

Where do we begin with IF Functions?

Start by creating a new expanded text ad in any one of your ad groups. The process for kicking off an ad customizer is the same across the board. Start your headline with an opening curly bracket or ‘ { .’

Select the “IF function” option, as seen in the image below, to get started.

Once we’re in the IF function portion of the ad creation, you’re going to see this view within Google Ads (formerly AdWords).

[Read the full article on Search Engine Land.]


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Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

Joe Martinez is the Director of Paid Media and Community for Granular in Milwaukee, Wisconsin. He is also the current and founding President of MKEsearch. His focus on marketing psychology and user experience helps his clients achieve record growths and lifetime customers. While he is hands-on in all aspects of PPC, his true passions lie in Display, Remarketing, and YouTube.

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