Only a few select people know these advanced campaign features existed. But now you do. And that's worth celebrating.

Starting out in the world of online advertising via Google Ads is a great start for small businesses since there are so many advantages to such a service. However, it’s not always obvious how to take advantage of Google Ads. Whether you’re a novice when it comes to Google Ads or you’ve logged a handful of hours using this service, there are a few tips and tricks that might be useful for your work. In fact, these advanced features can be hard to find if one hasn't yet reached the top of the Google Ads' hierarchical levels.?

Relevance is essential for crafting effective Google Ads (Search Network Campaigns). Not only does it contribute to your ad's CTR (click-through rate), but relevance can also affect Quality Score. This, in turn, contributes to your Ad Rank and ability to outbid the competition. With Dynamic Ad Features on Google Ads, you can personalize your ads automatically. Below are a few Dynamic Ad Features that should help.

IF’ Conditions

IF’ Conditions are one of the most popular Dynamic Ad features because they allow you to create a setup whereby your ad copy changes based on certain conditions.?

For example, you could change your ad copy based on whether the person has visited your product page before and what they've viewed.

Another example would be to create audience segments that are entirely tailored to different sets of customers and therefore different products.

You might have one theme for brand-new customers and another for repeat buyers, and have their ads show up next to each other based on “new” viewers seeing an ad geared at getting them started while those who had previously been on the website saw an entirely different ad targeted at their interests.?

Use the formula {=IF(Condition, insert text):default text} or type in { and select from the drop-down.

Google Ads UI For IF Function

Considerations

1. Make sure your audiences are up-to-date AND that they’re not excluded from seeing ads
2. Use the {IF} function in either headlines or descriptions
3. Use this function on search ads only.

Countdown Feature?

If you have special promotions with key dates and deadlines, such as selling tickets to an event or providing limited-time discounts on a product, this function will allow your audience to see the remaining minutes, hours, and days until these things happen. It’s a great way to boost urgency, which will increase CTR.?

Considerations

1. The countdown function doesn’t give you the opportunity to add ad copy on either side of the countdown itself. So be sure to add this in the headline field. For example: ‘Pre-Sale Live In {COUNTDOWN()}’ or ‘Quick! Sale Ends In {COUNTDOWN()}’.

2. Remember to check back in on the ads once the event has started/ended and remove this; otherwise you’ll be left with very bizarre-looking ads!

3. You can use the {COUNTDOWN{}} function in either your headlines or descriptions

4. You can only use this function on search ads.?

Dynamic Keyword Insertion

(DKI) is a feature you can use in your ad headlines or descriptions to make them more relevant to the search terms that make your product most attractive. Most digital marketers try to make their headlines as descriptive and accurate as possible, hence why DKI is increasingly gaining prominence. DKI allows Google to insert dynamic content into your title or description text in order that it better captures what someone is searching for when they enter keywords related to your products. This technique attracts clicks by making these users more likely to click on the ad since they are matched with what they searched - ‘an ultra-wide hiking boots’ .

For example, if someone is searching for “where can I find men’s ultra wide hiking boots near me?”, that keyword is too long due to the 30-character limit on headlines. In this situation, the default headline would be used based on {KeyWord:Men’s Black Hiking Boots} — appearing as ‘Men’s Black Hiking Boots’.

Considerations

1. You can use {Keyword:}, {KeyWord:} or {keyword:} based on the style of your headlines/descriptions. {Keyword:} will deliver sentence case ad copy, whereas {KeyWord:} will use title case — capitalizing each letter, and {keyword:} will be lowercase. Make sure that the style you pick matches the style of your other ad copy to keep it consistent
2. When you begin to type {, Google will give you a drop-down option. Select Keyword and fill the drop-down option’s text field with your default keyword. You can also pick whether to use title case, sentence case or lowercase here too
3. Use negative keywords.?
4. The last thing you want is rude or entirely irrelevant keywords appearing in your ad copy. In this scenario, it’s worth using negative keywords such as ‘women’, ‘women’s’ or ‘kids’ to ensure only searches for ‘men’s boots’ trigger your ads
5. You can use the {Keyword:} function in either your headlines or descriptions
6. You can only use this function on search ads.

Conclusion

I hope you enjoyed this blog post about using dynamic ad features to create more engaging ad copy. It can be a little confusing at first, but using these features can really help you improve the quality of your ad copy. If you have any questions or comments, please feel free to leave them in the comments below.