If Function

It was a big deal when Google finally let us set bid adjustments segmented by device. Everyone knows, or should know; the future is of search advertising is mobile. So, while device bidding was great, the new rollout from Google Adwords is even better. When using the “If Function” you don’t even have to know what device your customer is searching on; it does the work for you. It also allows you to tailor your text ads directly to your audience’s device.

Example: A text ad for a book store, search on a desktop or tablet reads-

Headline #1: View Our Online Inventory

Headline #2: Shop Our Huge Selection (default text for desktop)


Using the “If Function”, when searched on mobile, it would read –

Headline #1: View Our Online Inventory

Headline #2: Shop From Your Phone


This second example is highly relevant to your customer, as it connects the messaging to the device. This will yield great results in terms of click thru rates, especially as campaigns skew more and more heavily towards mobile. You don’t have to break out a separate campaign to use mobile/tablet/ desktop language if you can use this function correctly.

Getting Sorted


There are so many different things to think about when creating and running an Adwords search campaign that it’s easy to get lost in the shuffle. Should you use branded keywords in a Single Keyword Ad Group (SKAG) campaign? Are your Key Performance Indicators (KPIs) actually good indicators of performance?

These questions don’t have immediate answers. The best practice here is to get your data sorted and in line with what is driving real bottom line sales for your business. Simple example: you know that mobile click to call is more valuable than a headline click, because you have a strong phone support staff to close sales. Your next step is to sort your data to reveal the most effective keywords and ads that drive clicks to call, rather than headline clicks. Finally, you can adjust your bidding strategy to get your business the most effective conversions available.

Once you are able to use the data at your disposal to identify what is driving your conversions, the picture becomes much clearer. The appropriate approach will reveal itself from daily, weekly and monthly reporting, but only if you know what to look for.