On January 31st, 2017, Google AdWords released a set of new IF functions. These functions are specifically tailored to give companies that are actively involved in search engine advertising the ability to customize their ad texts easily.
Here are the different scenarios that IF functions can be used to customize ads.
Show introductory ads to new customers
When targeting returning customers, you can show special ads that discuss your loyalty program or upcoming promotions that are open to existing customers
Virtually any internet marketing service’s company that has in the past used IFTT (If This Then That) will have a better understanding of how the IF functions work. Concisely, the functions are tailored to perform action Y whenever an X action is taken, or a predefined parameter is met. For example, you can use them to display tailor-made text if specified parameters such as audience, age, time, device, and gender are met.
Finally, it is important to note that these functions can be used in virtually any field that relies on expanded text ads apart from the URL itself. If the specified parameters are not met, you can opt to select default values. The primary benefit of using these functions is that they allow search engine marketing service companies to make sure that all ads are customized for the different target customers.