Further Ad Customization Through IF Functions

Google ad customizers are used to dynamically tailor your ad text to serve hyper-specialized, real-time ads to potential customers.  Using ad customizers, advertisers can create a single text ad that creates multiple variations of itself and serves its most relevant version based on factors around the search that has just taken place.  For example, ad customizers can dynamically update the ad text with the day of the week or where the user is located. They can swap in the number of days left before a sale ends or change the product price depending on the hour of the day.  These are just a couple of examples where ad customizers make it easier to manage campaigns with various and often-changing promotions while delivering a messaging to the customer that’s timely and hyper-relevant.

And now Google has introduced IF functions, an exciting and innovative way to further customize ad copy based on whether or not certain pre-determined parameters are met.  IF functions help advertisers customize their ad text based on characteristics of the individual searching and what type of device they’re searching on.  Unlike ad customizers of the past, no spreadsheets or feeds are needed to use IF functions.

Ads can be customized in various ways using IF functions, but a few examples of how they could be used are:

• IF it’s a new customer, your ad could call out to a seasonal promotion.
• IF it’s a returning customer, your ad could emphasize the benefits of your brand’s loyalty program.
• IF the customer is searching from a mobile device, your ad could highlight the ease of mobile checkout.

Computer programmers will be familiar with the concept of IF functions.  If X parameter is met, then Y action will take place.

Google Ads Added by AdWords

Google is volunteering to write your search ads for you.  In a recently announced test, being called Ads Added by AdWords, Google creates automated ad variations and pushes them live.

Here’s how it works – Google creates new ad variations in poorly performing ad groups based on elements of your existing ads, such as your headlines, keywords, or other information found on your landing page.  Google’s belief is that small variations of ad copy can, at times, lead to big differences in performance, leading to ad group performance lifts of 5% to 15%.

The new test is concerning for advertisers reluctant to concede control to Google to create new ads.  Rightfully so, advertisers worry that if the test sees a larger roll-out, automated ads could throw off their campaign results if the ads Google crafts do not follow their client’s or brand’s guidelines.

Smaller advertisers, however, could be welcoming of the new feature as they may not have the budget or resources to continually optimize their campaigns.

While this test is in its early stages, it will be interesting to see if Google allows to advertisers a simple way to opt against being include in any type of ad automation, as well as how performance differs for those who do choose to participate.