Using Google AdWords If Functions

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!


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