How To Use IF Functions: Google AdWords

Google Introduces IF Functions To AdWords

At Level Up Marketing, we like to bring you all of the latest and greatest news when it comes to digital marketing. As providers of AdWords management in Bedfordshire, we need to be on the ball!

Recently, Google released Google AdWords IF functions as a feature on their Search Network. But what does this mean and why is it relevant? All will be explained.

This feature essentially allows you to display your Search Network adverts differently, depending on whether or not the user who entered the search query falls into certain categories or audiences. Find out how to use AdWords IF functions in this post.

What are IF Functions in AdWords?

IF functions are simply formulas that determine an outcome based on set parameters. To make this more clear, you’re saying to the programme in question: If ‘X’ happens, can you please do ‘Y’?

In the case of Google Adwords, IF functions are asking for the ‘Y’ to be ‘display the ad differently’. In other words, your ad copy in a specific Search Network ad will change to what you want certain people to see. There are a couple of parameters right now which would be used as ‘X’, however, there’s no doubt that Google AdWords will develop on the list and add more customisation to advertisers.

Current ‘X’ Parameters

Currently, the AdWords platform allows for advertisers to define the ‘X’ parameter as:


You can tell Google to display you AdWords ads in specific ways to members of your audience lists.

You simply use your audience in the IF function to ensure that the ‘X’ only applies to these individual users.

The audience can include: Age, gender, location, interests, previous site visitors and much more.


Very simply, you can tell Google to display your ads in a custom way to mobile users.

The Benefits

Ultimately, the benefits of Google AdWords IF functions is that you can customise your ads to users of a certain nature. Doing so will increase CTR or Click Through Rates, which will, in turn, increase conversion rates and ROI. At the end of the day, the end goal of any AdWords campaign is to generate the highest possible ROI.

Regardless as to how far down the line a campaign is, there are always different techniques which can be used to optimise an account or campaign(s). As long as you understand the concept of these new features and have a good scope of what the advertiser is trying to achieve, you can use IF functions in Google AdWords to generate a better return.

How To Use If Functions

So, the million dollar questions. ‘How do I use IF functions in AdWords? It’s actually more simple than you’d think – Especially considering that there are currently only 2 functions. We’ll explain this step by step to help you get to grips with it:

  1. Start by entering the formula: {=IF()}
  2. Fill in your ‘X’ parameter: {=IF(device=mobile,)} or {=IF(audience IN,)}
  3. Enter Your ‘Y’ outcome: {=IF(device=mobile,example outcome)}
  4. Finally, enter default outcome (if user doesn’t meet ‘X’ parameter outcome: {=IF(device=mobile,example outcome):example standard outcome}

That’s it! Very simple indeed. The standard outcome is what will be displayed if the user is not using a mobile in this case.

AdWords Examples

Using something simple like clothing retail, we’ve the following example to show you, using ETA or expanded text ads. This example would work well for campaigns with high mobile conversion rates.

IF Function Example AdWordsPreview of IF Function

Headline 1: Michael Kors Jumpers & Hoodies

Headline 2: {=IF(device=mobile,Checkout On Your Mobile Phone):Designer MK Jumpers}

Path 1: {=IF(device=mobile,quick-shop):michael-kors}

Path 2: jumpers-hoodies

Description: Check out our Michael Kors hoodies and jumpers. {=IF(device=mobile,New mobile checkout!):Great value designer clothes.}


To conclude, we’ve learned that Google are still upping their game when it comes to their AdWords platform. This enables their users to see more relevant ads and reach their end goal of purchasing at a higher rate. It also means that advertisers can offer more customisation whilst increasing their headline statistics, but most importantly, the ROI.

Level Up Marketing specialise in all aspects of online marketing, so feel free to get in touch with us if you need help with setting up your IF functions on AdWords or if you’d like an audit on your current account setup!


50 Google AdWords Tips: 2017

50 Google AdWords Tips to Consider in 2017

Google AdWords can be very daunting. Whether you are brand new to it or you have some experience, there’s a high chance that there are a lot of things you’re unaware of. At Level Up Marketing, we have the best knowledge on how to run effective Google AdWords campaigns. We’re also a reputable SEO agency amongst helping with website design and social media marketing. We’ve decided to pass some of this knowledge on. Below is a list of 50 Google AdWords tips for you to consider for 2017. This includes some tips on how to do it yourself & some help when using an agency to run your account. 

Starting Out

AdWords competitor research


1. Campaign Strategy – It’s a great idea to understand the strategy of your campaign from the start. Make sure you know how you want to target your audience and consider: devices your audience is using, areas that they are looking in/are in and what you want as a result of them visiting your website. Will your strategy include Call-only campaigns? Will it include remarketing? IF you know all of this from the get go then that’s step one complete.

2. Competitor Research – Look at what your competitors are doing. Use tools such as SEMrush to understand what keywords your competitors are bidding for, what their ads look like and how much they’re spending. This gives you a knowledge on where to better their campaigns with your own.

3. Budgeting – Be realistic with your budget. If you’re running your account yourself, speak to Google’s help team and ask for some statistics on your industry. As an example, they’ll tell you that an electricians average cost per click is £1, average CTR is 2.5% and average cost per conversion is £100. They’ll also give you an average daily spend in your industry. Use this when deciding on how much to spend.

4. Search Ads – These adverts are generally the most effective for your budget and strategy. Consider how much of your daily budget should go towards this particular campaign type.

5. Call-only Ads – Call-only can be a great addition to your account and strategy. They allow you to target users only using a mobile device to search. If you offer an emergency or distressed purchase service within your business, use Call-only campaigns to target these searches. It’ll result in an instant phone call.


Google Call Only Campaigns

6. Campaign Goals – Realise your campaign goals. What are you looking for? Calls? Enquiry forms? General website traffic? Purchases? When looking at your goals, mirror this in your ad copy, bidding strategy, max CPC and landing pages. If you want purchases, have an ad that lands on a product page and use striking ad copy to stand out from the competition.

7. Campaign Structure – Structure is one of the biggest factors within AdWords. A poorly structured campaign can be the main reason to bad performance. You should structure your account as follows:

  • Campaigns – Set different campaigns up for different products & services. Different products & services will have different margins. This means that you will want different strategies for each campaign or product & service.
  • Ad Groups – Split your campaign into Ad Groups. Ad Groups can be split into different match types. Set up one ad group for each match type and include correlating keywords inside them. You could call your Ad Groups ‘Broad Match’ ‘Exact Match’ & ‘Phrase Match’.
  • Ads – Considering that your campaign and keywords are all focussing on the same product & service, you can create one set of ads and simply copy and paste these ads into the different Ad Groups.

8. Networks – Decide which networks you want your ads to appear on. Generally, at Level Up Marketing, we only allow our ads to show on a Google search result. We believe that Google Search Partners Network offers lower quality traffic and also reduces headline stat performance.

9. Promotional Codes – Use promotional codes effectively. If you get a voucher for £75 (which you do for a brand new account that hasn’t done AdWords before) don’t use it to save money. Add it to your current budget over a one month period. As an example, if you have a daily budget of £20, divide the £75 by the number of days in a month that your campaign is scheduled for. Then add that number to your daily budget. £75/30 days = £2.50. Add the £2.50 to the £20 per day budget and see if the increase in budget has a good effect. The following month, you may wish to consider a budget increase of £2.50/day.


10. Location Targeting – This is a big one. When considering your targeted locations, look at how many impressions you’ll look at generating and bear in mind existing statistics. A campaign that has a modest budget shouldn’t target nationwide searches. The campaign will become too diluted and the budget could run out in a matter of a couple of hours. Your budget should reflect targeting.

11. Advanced Location Targeting – Do you want to target users who are physically in your location or do you want to target users that are searching for your location? To simplify ‘Electrician in Bedford’ this user is looking for an electrician in Bedford and they live in Bedford. ‘Electrician in Bedford’ this user is looking for an electrician in Bedford but lives in London. The saying goes ‘not all business is good business. The latter example could have a lower chance of conversion.

12. Bid Strategy – There are different types of bid strategy to consider. Take a look below at what they all mean.

13. Manual CPC – With this option, you are in control. You decide how much you want to pay for a click.

14. Enhanced CPC – Google will look at previous conversion history for you. You set a manual max CPC, and if Google thinks it’ll likely result in a conversion, during that search query it’ll increase your bid by up to 30%.

15. Automatic CPC – This strategy enables you to maximise clicks. You’ll get the most clicks possible out of your budget. Bear in mind, however, that not all traffic is beneficial. You may want to be clicked on before anyone else. This will be unlikely with a position below 3 or 4.

16. Ad Delivery – How are your ads performing? Are you getting a low CTR but not a great impression share? In this case, choose accelerated ad delivery so that Google can show your ads more frequently.

17. Ad Schedule – look at competition and likelihood of conversion. For example, if you’re a mobile tyre fitter in London, you may want to consider scheduling your ads to show only during the night and early morning. At this point, your competitors will likely have turned off their ads. This will result in lower CPC but also higher conversion rates.

18. Mobile Bid Enhancement – How important is a click from a mobile device? Smart insights wrote a great article on mobile device conversions. Consider increasing mobile clicks by at least 25% to ensure you’re at the top for these queries.

Conversion Tracking

AdWords conversion tracking


19. Conversion Calls From Ads – When someone looks at your advert on any device, if you have extensions set up, they’ll see a phone number.
Google can track the number of calls from these adverts for you. You can set up conversions at account level.

20. Conversion Calls From Websites – In this event, Google can place a unique forwarding number to display where your phone numbers usually display. Only if your website is visited as a result of an ad click, the new number will display. Google can then track the number of calls that come from the website as a result of Google AdWords.

21. Conversion Purchases From Website – If you run an e-commerce site, you’ll want to know how effective AdWords is. Use this conversion tracking to see how many purchases you are generating.

22. Conversion Enquiry Form Submissions – Enquiry forms can be a powerful tool. A fantastic call to action which provides you with lead data in a few taps and clicks. Differentiate the ones coming through Google AdWords by adding this conversion tracking.


23. Understanding Quality Score – Quality score is a very important aspect to understand. At the end of the day, it can be the main factor that deciphers your costs and results. Quality score is worked out by landing page relevance, ad relevance, keyword relevance, expected CTR and more.

24. Landing Pages – Make sure your landing pages have similar content to the ad copy that points to it. This will increase quality score and reduce CPC.

25. Display URL’s – Use effective display URL’s. This gives you an extra chance to explain to your users where they can potentially be going to as a result of clicking.

26. Ad Copy – Make sure your copy is compelling and ensure it uses similar content to the keyword it points to along with the landing page. Similarities in content between the three will increase the overall quality score on keywords which is always great.

27. Dynamic Ads – Dynamic ads are a great new way to display to users. You can get Google to automatically determine what to say to a user. It will dynamically generate the headline and URL’s. All you have to do is add a generic description to cover the keywords in the Ad Group.

28. Number of Ads – Create as many adverts as possible. Use variations of your keywords in them and also place keywords at different points in the ads. Experiment and figure out which ones perform the best.

29. Mobile Ads – This is very important, even more so if you value mobile clicks as of high importance. For mobile ads, you should reduce the character length on each by 10.

30. % Served – Which ads are performing best? Don’t change these ads as they are giving you a high quality score and Google likes them.

Ad Extensions

AdWords Ad Extensions


31. Understanding Extensions  – Ad Extensions give you more real estate on page one. They also offer users more information on your businesses products & services. They affect your Ad Rank, meaning using these effectively could place you higher up on the search results. 

32. Callout Extensions – Callout extensions are short punchy snippets of text. They can show any text info. We recommend using your USP’s here to stand out from the competition.

33. Call Extensions – Get users calling without visiting your website! Call extensions display your phone number on your ad or display a call icon on mobile ads. Ensure this extension is set and have one with mobile preference.

34. Review Extensions – Showcase your businesses reviews. Prove to users why they should be choosing you.

35. Sitelink Extensions – Do you have relevant pages or alternative landing pages? Enable sitelinks to get more real estate on page one as well as showing users more information about your website.

36. Structure Snippet Extensions – Do you have useful bits of data to show to users? These display similarly to callout extensions and can include items such as product type, category and other info.

37. Automated Extensions – This enables you to understand how your ads perform when seller and consumer ratings are shown on your ads. If they perform well, then you know to keep using your seller ratings.


38. Research – Keyword research is incredibly important. The benefit with Google Ads is that they do most of the hard work for you. They offer broad match and phrase match options so that you’re covered with variants of search terms.

39. Tools – Google will suggest search terms during the build of an ad group. The system will look at your website and show you a list of potential search terms that people often look for. Another tool that you may want to consider is the keyword planner. It will show you the number of monthly searches and different ideas for search terms to add to your campaign. Search Engine Land has a great article on the keyword planner.

40. Broad Match Modifier – Broad match modifiers can be great for when you’re starting out, but it can be costly. To use modifiers, add ‘+’ before each keyword. As an example, if you’re a plumber that wants to promote boiler installations, you should type ‘+boiler +installations’. This means that no matter what, as long as those two words are entered in a search query, you’ll display for these searches.

41. Phrase Match – Phrase match is another option. Enable phrase match by typing ” before and after your keyword(s). For example “boiler installation”. This will enable you to show for close variants of a keyword such as ‘boiler installations’ (plural) or ‘boiler install’.

42. Exact Match – Exact match does what it says on the tin. You’ll appear only if someone enters that exact query. To use exact match, use ‘[‘ before and ‘]’ after the keyword(s). An example would be [boiler installation].

43. Search Terms – Once you’ve set up a mixture of the above keyword match types, you’ll be able to see exactly what people have typed in during a search query. Under the keywords tab, select ‘search terms’. You can then add these to your campaign as exact match keywords to increase coverage and decrease costs. You can also add some queries that may have been irrelevant to you as a negative keyword.

44. Negative Keywords – The importance of negative keywords can’t be stressed enough. They stop you from showing for queries that you don’t want to appear for. If you have a broad match modified keyword for ‘+install’, you will appear for ‘how to install a boiler’. A click from this query won’t result in a conversion but will have cost you money. Level Up Marketing can provide you with a list of generic negative keywords to get you started. Just ask us!


45. Average Position – Your average position defines where you display on page one. Obviously, you’ll want your average position to be as high as possible. To increase average position, you’ll need high quality scores, mixed with a decent Max CPC. See this video to learn more about how Google positions your ads.


46. Impressions – Impressions are the number of views on your ad or the number of times you have appeared on page one. An impression statistic that is too high indicates that you could be showing for irrelevant queries. This affects your quality score.

47. Invalid Clicks – If you have a feeling that your competitors may be clicking on your ads to cost you money – don’t worry. Google have you covered here. The AdWords system will automatically detect if people are clicking on your ads too often. You won’t be charged for this. To view these stats, go to ‘columns, modify, performance, invalid clicks’.

48. Conversions – Conversions can also be known as leads. They are an action as a result of a click such as a call, purchase or enquiry form submission. Understand your ads overall performance by looking at the number of conversions you generate and work out what sort of return you are getting.

49. Click Through Rate – Click-through rate or CTR is the percentage of people that have clicked on your ad compared to the number of impressions. A high CTR can be earned through relevant ads, good quality scores and a high average position.

50. Dimensions – The dimensions tab is incredibly useful. It can show you in depth statistics around everything to do with your campaign. This tab can even show you the phone calls you have received, the numbers that have called you and the length of time on a phone call.



So there is a list of 50 Google AdWords tips. Be sure to use these when either setting up an account yourself or by a digital marketing agency. Level Up Marketing are a Google Partner, so we know how to apply these tips to all of our campaigns.

Level Up Marketing – Services

We can run effective Google AdWords Campaigns along with SEO, SMM and Web design. All of our campaigns generate fantastic results and our customers are always more than happy to deal with us.

If you need help with understanding these Google AdWords tips or you’re looking for someone to manage your campaigns, give Level Up Marketing a call on 020 3621 6555.

You can also email us with any questions on

Please note, if you’re based near or in Bedfordshire and are looking for an SEO agency in Bedford or you’re looking for web design in Bedford, feel free to visit us.

Choosing An AdWords Agency

Looking for a Google AdWords Agency?

If you’ve found this page, then you’re probably looking for a local Google AdWords agency. Well, the good news is that Level Up Marketing are able to help! We’re a full-service digital marketing agency, based locally in Bedford itself. Our speciality is Google AdWords as we are a fully badged Google Partner. Now, this might not mean much to you; but in a nutshell, what it means is that Level Up Marketing and its staff have had to meet certain requirements set by Google themselves. This involves aspects such as customer value, performance, retention rate and most importantly, the Google exams.

Requirements for the Google Partners programme

  • Google Exams – need to pass the fundamentals and one other exam with over 90% pass rate. This shows Google that we know what we’re talking about and ultimately, how to run Google AdWords campaigns for our customers.
  • Customer Spend – reach a high level of spend over 90 days, whilst being active over 60 of those days. This proves to Google that we can retain our customers and generate a good return on investment.
  • Campaign Performance – Generate high click-through-rates, low cost-per-clicks and deliver optimised campaigns. This means we make the correct ongoing changes based on our analysis which overall, improves performance and lowers costs.

To as a result of this, we should be your choice for a Google AdWords Agency in Bedford due to our knowledge, customer care and customer satisfaction. If that wasn’t true, how would we have earned the Google Partners badge?

Level Up Marketing Google Partner


Why a Google AdWords Agency can help

Now, a lot of people look at the Google AdWords platform and think to themselves ‘this has been designed so that inexperienced digital marketers like me can use it!’. Sadly, this isn’t the case. When it comes to a business owner or a non-experienced marketing department starting an AdWords campaign, it can all be very daunting.

There are perhaps, over 100 different factors to consider within a campaign, so for someone to give it a go without experience means that they probably won’t get the best results. We’ve actually written an article on Google AdWords Tips, so if you do feel confident enough to bite the bullet and give it a go, feel free to check it out! However, if you look at that article and think to yourself ‘I have no idea what any of this means’, which you probably will if you’re looking for an agency to help, then it’s probably best to use an agency.

Ultimately, the goal within AdWords is to generate leads, however, when using an agency, the aim for them is to generate as many leads as possible for as little investment as possible. You have to bear in mind, that you’re paying a company to generate results, if they don’t generate results, they don’t get paid! How’s that for motivation? So, you probably want to know how we can get better results than you can.

What can we improve on?

Using our knowledge and experience, we can achieve the following:

  • Improve quality scores
  • Target better keywords
  • Increase clicks
  • Reduce cost-per-click
  • Increase Ad relevance
  • Improve click-through-rate
  • Deliver a better average position
  • Generate more conversions

All of the above means that your costs will be lower. More importantly, however, it means that you’ll generate more conversions. Conversions, as we all know, lead to sales, which is the whole reason you’re looking at Google AdWords.

Why choose Level Up Marketing?

Apart from the obvious fact that we’ve proven our worth to Google, there are many reasons. We work with every business type. This means that we won’t turn you down if you’re truly in need of our help, we believe that our expertise should be shared with everyone out there because DIY AdWords isn’t for everyone.

Take a look at our reviews! See what our customers say about us on TrustPilot. All of our reviews are genuine and any that aren’t get taken down, so you know they are trustworthy.

We are a full-service agency. We don’t want it to stop at Google AdWords. Level Up Marketing want to manage all of your online marketing! Whether it’s a new website, search engine optimisation or social media marketing, we want to help. Level Up Marketing are an SEO agency too, so don’t forget! If you’re looking for SEO in Bedford, we can help you.

Client retention. We are happy to boast a client retention rate of over 90%. That isn’t easy to do. Ensuring that we set the right expectation and deliver upon that is paramount. This is because we really want everyone to be happy within our business.

One last thing. We also offer website design to our clients. If you need web design in Bedford, read the article to learn more.

Where in Bedford are we?

So, if you’ve managed to get this far you can probably see why we should be your choice for a Google AdWords Agency. The next step from here is to get in touch with us! You can do this by calling us on 020 3621 6555 or emailing Alternatively, if you fancy it, pop down to see us! Our address is:

Bedford I-lab Stannard Way, Priory Business Park, Bedford MK44 3RZ

For more information, visit our Google AdWords Management page.