Microsoft Advertising If Functions For Dynamic Ad Copy

Feb 12, 2020 - 7:21 am 0 by
Filed Under Bing Ads

Microsoft Advertising

Microsoft Advertising announced global support for IF functions. You can use these IF functions to customize your ad text and ads for searchers based on their device or a specific audience segment.

"Conditional messaging allows advertisers to simplify their campaign management and reduce effort on bulky operations eliminating the need to set up multiple campaigns and ads," Microsoft explained.

When the ad is served, if the searchers device or audience referenced in the IF function meets the condition, then the parameter is replaced with the text that's indicated. Otherwise, the entire parameter is replaced with the default value that's provided.

Here is an example of {=IF (device = mobile, text to insert) : default text if condition not met}:

click for full size

Another example of {= IF (audience IN ( , ), text to insert ) : default text if condition not met}:

click for full size

You can learn more in this help document but Microsoft shared these key things:

  • You can reference IF functions in any part of the Expanded Text Ads except the URL fields.
  • Default values are optional and will be used if the condition isn’t met. If a default value is used in one IF function, all other IF function parameters in that ad must have a default value as well.
  • Nested IF functions aren’t allowed. IF functions inside IF functions or other customizer parameters inside IF functions aren’t allowed.
  • Both device and audience can’t be referenced in one IF-function syntax.
  • You can create IF functions using the Google Import tool.
    • Easily import ads with IF Functions for device targeting without any issues.
    • Importing ads with IF functions using audience targeting might generate an error if an audience list with the same name does not exist on the Microsoft Advertising platform.

Forum discussion at Twitter.

 

Popular Categories

The Pulse of the search community

Follow

Search Video Recaps

 
Google Volatility, Indexing Bugs, Google Ads Broad Match Default & YouTube SEO Tips - YouTube
Video Details More Videos Subscribe to Videos

Most Recent Articles

Search Forum Recap

Daily Search Forum Recap: July 18, 2024

Jul 18, 2024 - 10:00 am
Google Updates

Google Search Ranking Algorithm Volatility - July 18th

Jul 18, 2024 - 7:51 am
Google

Google Tests AI Overviews In Workspace Accounts In The UK

Jul 18, 2024 - 7:41 am
Google

Google Bolding Query In Search Box When Cursor Out Of Search Box

Jul 18, 2024 - 7:31 am
Google Search Engine Optimization

Google Merchant Center Next Coming To All Merchants

Jul 18, 2024 - 7:21 am
Google Search Engine Optimization

Google's Site Reputation Abuse Update Leads Gaming Affiliate To Reduce Financial Forecast

Jul 18, 2024 - 7:11 am
Previous Story: Google Shares Advice On YouTube Videos For Search