What makes Google the number one search engine, if not the numero uno company, is their constant stress on improvisation and innovation. Despite being the market leaders, they never rest on their laurels. Another proof of this mindset is evident in the new IF feature of Google AdWords. AdWords is anyway the best tool for keyword research and PPC campaigns, yet the programmers at Google are adding to its glory and functionality.
The new IF feature helps to customize the text of an ad on Google. It is evident that different types of users check out Google ads and they are not always customized for their needs. An existing buyer of a brand may find the same ad displayed on the screen as a potential buyer or someone who has started purchasing from a different brand. Tailor-made marketing copies on the ads can resolve this blanket ad copies.
The IF function works on the principle of If This Then That (IFTTT). The idea is simple: let us consider three parameters, X, Y and Z. IF states that if X parameter is met, then Y happens and if it does not, then Z happens. So, if the user is an existing buyer (X), a particular marketing message (Y) shows up on the ad. Conversely, the message Z shows up. Any programmer or layman can understand the beauty of this concept!
A couple of examples on how the new IF function works include an introductory promotional material for a new buyer, a loyalty reward freebie for a returning buyer and probably a customized mobile checkout for a user tuning in from a mobile device. Such segregated customization will help brands and digital marketers like never before.
Possible parameters on this IF feature include demographic divisions on the lines of age, gender, time of the day and geo-centric location. If none of the set parameters qualify for your ad, you can even choose a default ad copy. Your targeted ad group with always have a customized message waiting for them.
How useful would that be for your ads on Google?