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 customisers, IF functions do not use a feed.

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 that 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%}

If you're targeting by audience, make sure that your ads follow the Personalised advertising policy.

Bear 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. For 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 Delivery 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 Delivery on Mobile Orders!

 

Desktop

Kids Basketball Shoes | Save 20% On Top Brands
Ad www.example.com
Get The Best Shoes At The Best Price. Buy Now!
 

Give basket abandoners an extra incentive to complete the transaction.

Google Ads Google Search

Headline 1: Kids Basketball Shoes

Headline 2: Save {=IF(audience IN(Basket Abandoners),30%):20%} on Top Brands

Headline 3: Family-Owned Business

Description: Get The Best Shoes At The Best Price. Free Delivery. Buy Now! 

Audience = basket abandoners

Kids Basketball Shoes | Save 30% On Top Brands
Ad www.example.com
Get The Best Shoes At The Best Price. Buy Now!
 

Other audiences

Kids Basketball Shoes | Save 20% On Top Brands
Ad www.example.com
Get The Best Shoes At The Best Price. Buy Now!
The character limit for your ads may vary for double-width character languages. Make sure your ads follow the Editorial advertising policy.

Related links

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue