About IF functions

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 for expanded text ads, IF functions don't use a feed.

Note: IF Functions are currently not supported with responsive search ads.

How it works

IF functions only work for ads shown on the Search Network. IF functions are parameters that go within braces {like this}. The parameter gets replaced by the text you specify when your ad is triggered by a person’s search. You can include IF functions anywhere in your text ad except for the final URL field.

Supported targets

Target	Attribute	Code	Example
device	mobile	{=IF(device=mobile, text to insert):default text}	{=IF(device=mobile,Quick\, Easy\, Mobile Booking):Best price guarantee}
audience	any valid user list name in your account	{=IF(audience IN(<userlist1>,<userlist2>),text to insert):default text}	{=IF(audience IN(returning visitors, cart abandoners),30%):25%}

Tip: If you're targeting by audience, make sure your ads follow the Personalized advertising policy.

Keep in mind

• Certain special characters need to be escaped inside IF functions by using a backslash (\). An escape is a way of representing a character in the source code, which allows it to be displayed properly.
• Single straight quotes (‘), double straight quotes (‘ ’), single curly quotes(“), and double curly quotes (“ ”) must be escaped if inside a string literal (" ").
• Backslashes (\) must always be escaped.
• A colon (:) should be escaped if it's part of a feed name or attribute name.
• A comma (,) must be escaped if used in unquoted strings.
• Parentheses ( ) must be escaped if used in unquoted user list names.
• If quotes appear in a string surrounded by a different type of quote, they don’t need to be escaped. Example, you can have a single quote in a string if it's surrounded by double quotes (“ ‘ “).

Examples

Tailor your message for mobile users.

Google Ads	Google Search
Headline 1: Kids Basketball Shoes Headline 2: Save 20% on Top Brands Headline 3: Family-Owned Business Description: Get The Best Shoes At The Best Price. {=IF(device=mobile,Free Shipping on Mobile Orders!):Buy Now!}	Mobile Kids Basketball Shoes | Save 20% On Top Brands | Family-Owned Business Ad www.example.com Get The Best Shoes At The Best Price. Free Shipping On Mobile Orders!   Desktop Kids Basketball Shoes | Save 20% On Top Brands | Family-Owned Business Ad www.example.com Get The Best Shoes At The Best Price. Buy Now!

 

Give cart abandoners an extra incentive to complete the transaction.

Google Ads	Google Search
Headline 1: Kids Basketball Shoes Headline 2: Save {=IF(audience IN(Cart Abandoners),30%):20%} on Top Brands Headline 3: Family-Owned Business Description: Get The Best Shoes At The Best Price. Free Shipping. Buy Now!	Audience = cart abandoners Kids Basketball Shoes | Save 30% On Top Brands | Family-Owned Business Ad www.example.com Get The Best Shoes At The Best Price. Buy Now!   Other audiences Kids Basketball Shoes | Save 20% On Top Brands | Family-Owned Business Ad www.example.com Get The Best Shoes At The Best Price. Buy Now!

Tip: The character limit for your ads may vary for double-width character languages. Make sure your ads follow the Editorial advertising policy.

Related links

• About ad customizers
• Create ads with customized text