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How-To: Use Google’s New Ad Copy Feature to Customize per Audience and Device

Published: April 4, 2017

Author: Jacob Ehrnstein

Google is in the process of rolling out a new feature that will allow advertisers to deliver more specific copy to users within the same ad with an “If” function that acts like a dynamic keyword insertion 2.0.
The tool is simple – using the function within your ad, you will be able to deliver copy based on two specifications: device and audience.
Let’s dive into the device function first. Google is combining ETAs and device-level bidding with the ability to create mobile-specific ads. This has led advertisers who want to create mobile-specific ads to segment their campaigns by Mobile, Desktop, and Tablet, which is powerful segmentation for controlling device-level bidding. However, an account that is split by device can be cumbersome and creates a level of density in the account that can be difficult to manage.
The If function allows you to create copy for Desktop and Mobile (and even Tablet, if you want) within the same ad. Here’s how it looks in the UI:

Let’s use the example of a company that sells used cars; they are currently running this description line in their ad:
“Browse Our Large Selection of Used Cars Now!”
Now let’s take a look at the copy using the new If function:
{IF(device=Mobile, Browse Our Large Selection of Used Cars from Your Phone!): Browse Our Large Selection of Used Cars Now!}
Now we have essentially created two ads. People coming in through desktop or tablet will see this ad:
“Browse Our Large Selection of Used Cars Now!”
And people coming in through a mobile device will see this ad:
“Browse Our Large Selection of Used Cars from Your Phone!”
Since mobile traffic has risen, mobile-specific copy has been considered a best practice that shows higher CTR and lower CPCs.
With an ad that speaks to a specific action taken from the phone, mobile users will be more likely to click on an ad knowing that the site is enhanced for their device.
Now let’s take at the second way this tool can be used by targeting people in a specific audience. Let’s say that this business has created a category for people who have visited the Honda category of used cars.
With the audience function, you could create an ad that speaks to this action using RLSA targeting:
{IF(Audience=Honda Visitors, Browse Our Large Selection of Used Honda Cars!): Browse Our Large Selection of Used Cars Now!}
With this strategy, someone who has taken this previous action would see an ad that specifically speaks to their interest in Honda cars based on previous site behavior.
The person who is visiting the site for the first time will see:
“Browse Our Large Selection of Used Cars Now!”
While the person who triggers your ad and has fallen into the Honda audience will see:
“Browse Our Large Selection of Used Honda Cars!”
Clearly being able to do sequential messaging in a single ad gives advertisers more power and control over the copy they deliver.

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