AdWords introduces support for logical IF operator
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.