As an advertiser, it's our job to make our ads as useful and relevant to potential customers at every stage of their buyer journey.

In order to be more relevant, one thing we can do is take note of the user's "context" like where they are, or what device they are on.

For example, if a user is searching for your products or services on a mobile device you may wish to highlight different benefits that are more relevant than to a user on a desktop.

Let's take an example of a restaurant, where we want to highlight that a potential customer can book a table from their phone in one click on the restaurant's website.

This is useful, but only really needs highlighting on a phone, one nifty way we can do that for our customers is using a mobile ad customiser.

Here's how it works:

IF functions only work for ads shown on the Search Network. IF functions are parameters that go within brackets {like this}. The parameter gets replaced by the text that you specify when your ad is triggered by a person’s search. You can include IF functions anywhere in your text ad except for the Final URL field. - https://support.google.com/google-ads/answer/7207341?hl=en-GB&ref_topic=6031980

So with a bit of code like this in your ad:

{=IF(device=mobile, text to insert):default text}

We can make the same ad appear differently for users on different devices. 

{=IF(device=mobile, Book in a click from your phone!):Reserve Online Now} 

If we used the above example in our ad description, that means our ad would look like this on a mobile:

Fun Family Restaurant | Save 30% On Weekdays

Book in a click from your phone!

www.example.com

and like this on the desktop:

Fun Family Restaurant | Save 30% On Weekdays

Reserve Online Now

www.example.com

Above is just one example of how we can tailor our ads to mobile users to increase relevancy, improve quality, reduce costs and increase conversions - learn more about customising ads by reading our other detailed articles here.

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