Since Google moved to the expanded text advert format, advertisers have lost the ability to create mobile preferred text adverts to cater to the needs of mobile users. As expanded text adverts are designed to show the same messaging across all devices what can we do to help customise the mobile experience? Well in this article we’re going to look at a simple function that is easy to implement, easy to manage and won’t take a lot of time.

What is the AdWords IF function?

The IF function works in a very similar way to the dynamic keyword insertion functionality that already exists for adverts but takes this a step further. Instead of being limited to just replacing default text with a keyword you can now specify additional parameters. Google’s definition of how this works is:

“IF functions allow you to insert a specific message in your text ad when a condition is met, and a default text when it does not. This makes your ads tailored to each search and more relevant to potential customers. Unlike ad customizers, IF functions do not use a feed. ”

Why use IF functions?

One of the key benefits of IF functions are that they provide a very easy way to effectively target mobile users without the need to create separate ad groups or campaigns. They are also a lot easier to setup than ad customizers and can be used to target both mobile devices and specific audiences that you have setup in AdWords.

The benefits are clear with IF functions. You can effectively target mobile users and show them unique messaging with mobile optimised calls to action such as “call now, free shipping on mobile orders” and other strong messaging. You could also offer unique discounts or incentives for mobile users.

Is mobile really important?

Yes! Advertisers can’t afford to ignore the rise of mobile and the shift away from traditional desktop and laptop environments. Mobile traffic is now the biggest share of search traffic and as more and more of us rely on our mobile devices this trend is set to continue.

Mobile commerce is also on the rise and not just for low-value items. As more websites are creating streamlined mobile experiences customer confidence is growing and we’re seeing a big increase in the value of mobile commerce. In 2016 there was a 47% year-on-year increase in sales made on smartphones. If you don’t have a mobile-friendly website then you really are missing out.