First, a moment of silence for the Standard Text Ad format that held on for 15+ years. Today marks the end. And with that, Google is rolling out AdWords IF functions globally to give advertisers the ability to customize their ads in much the same way ad customizers allow, but without the feed. With IF functions,text ads can be tailored based on whether users are on mobile and/or a member of an audience list. For example, Frederick Vallaeys wrote in his column about using the IF function for mobile last fall when the feature was first announced as a way for advertisers who were running mobile preferred Standard Text Ads to continue customizing ads for mobile users. In the example below from Google, an If function is used to customize the description offer based on whether a user is in the advertiser’s “Cart Abanodoners” retargeting list. If they on the list, users will see a “15% off” promotion; if not, they’ll get a “10% off” offer. SyntaxBroken down, the syntax for IF functions is:
Put together it looks like this: {=IF(device=mobile or audience IN(audiencelist1,audiencelist2), Custom Text): Default Text} A few more things to noteIf you’re creating ads in the web UI, the IF function option will become available when you enter a curly bracket “{“. However, for now at least, it defaults to the mobile targeting syntax: {=IF(device=mobile,insert text):default text}. You’ll have to change it for audience targeting, and be sure to use the exact list name. IF functions can be used anywhere in an Expanded Text Ad except for the final URL. They are only eligible to run on the Search Network. And last but not least, with the default text provided with IF functions, advertisers don’t have to have an ad that doesn’t use customizers ad in their ad groups. The post AdWords IF functions roll out for ad customization as Standard Text Ads sunset appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2kQdu0c
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