Google AdWords has announced about adding support for logical operator IF. The innovation will allow advertisers to personalize their ads.
The logical operator IF – a function that allows you to insert certain text if a expression is true for any of the following options: device, time, audience, gender, or age. In addition, advertiser can specify a default value if the expression is not true or exceeded a limit on the number of characters.
Thus, IF operator help to personalize text ads based on who performs the search and from what device using. For example, for a new customer it is possible to display holiday offers. If this is a re-buyer in the ad you can tell about the loyalty program.
The IF operator can be added at any place the ads, except for the final URL. Unlike a ad modifiers, it does not need feed.
More information about this feature is contained in a Help center of AdWords.
