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.