Conditional IF functions now available in all Microsoft Advertising accounts
The IF function has been available for several years in Google Ads. It is used in order to change the messaging according to a user’s device or audience segment.
For example, if a user who has visited your website and is on the retargeting list, this function enables to reach her/him with a tailor-made message.
Hereby an example with a specific audience. We are also able to do the same thing based on the user's device: {=IF(device = mobile, text to insert): default text if condition not met.}
Worth noting: one cannot use both conditions in the same function.
As Bing Ads has enabled this feature, it is now possible to import the function from Google Ads to Bing. Watch out with audience targeting as you will need to have it in your Microsoft account.
The benefit of the function is that we are spending less time on writing ads for different audiences. We are more relevant, and we can reach each specific audience with an appropriate message.
