Mastering Dynamic Ads in 2025: IF Functions, DKI & Feed-Driven Strategies
- 4M Digital
- Apr 8
- 4 min read
Updated: Apr 10
Dynamic ad variations allow you to tailor your Google Ads to different audience segments, making your campaigns more relevant, engaging, and ultimately, more effective. Whether you're targeting new visitors, returning customers, or mobile users, using the right dynamic elements can significantly boost performance and drive conversions.
In this guide, we'll explore how to leverage IF functions, Dynamic Keyword Insertion (DKI), and feed-driven ad variations to optimise your ad copy and maximise your ROI.
1. IF Functions: Custom Messaging Based on Audience Behaviour
IF functions dynamically adjust your ad copy based on user behaviour, allowing you to personalise messaging without creating numerous separate ad variations. This means you can speak directly to different audience segments with tailored messages.
Examples of IF Function Usage:
✅ New Visitors: "First time here? Get 10% off – use code WELCOME10."
✅ Returning Customers: "Shop again today & enjoy free next-day delivery."
✅ Mobile Users: "Shop from your phone – quick & easy checkout!"
✅ Location-Based: "Local to [City]? Visit our store for exclusive deals."
How to Implement an IF Function:
In Google Ads, use this format:
{=IF(device=mobile, "Shop from your phone", "Shop online and save")}
This ensures mobile users see a mobile-friendly message, while others receive a more general one.
Key Considerations When Using IF Functions:
✅ Testing Challenges: IF functions do not preview correctly in Google Ads, so manual testing is needed via the ad preview and diagnosis tool. It's crucial to test thoroughly to ensure your messages display as intended.
✅ Character Limits: Ensure both variations fit within the 30-character limit for headlines and 90-character limit for descriptions. Plan your messaging carefully to stay within these limits.
✅ Audience Targeting: IF functions work best with well-segmented audience lists. Google requires at least 1,000 users in a list before it can be used effectively. Create specific remarketing lists or custom audiences for optimal results.
Pro Tip: A/B Test IF Functions – Try different messages for various audience segments. For instance, test two different offers for new visitors and see which performs better.
2. Dynamic Keyword Insertion (DKI): Ultra-Relevant Ad Copy
Dynamic Keyword Insertion (DKI) automatically updates your ad copy to match a user's search query, making it highly relevant and engaging. This can significantly improve your click-through rates (CTR).
Example of DKI in Action:
Instead of writing multiple ads, use DKI to dynamically insert the user’s search term:
Buy {KeyWord:Luxury Bedding}
If a user searches for “Egyptian cotton sheets,” the ad might display as:
Buy Egyptian Cotton Sheets
Best Practices for DKI:
✅ Always include a fallback keyword (e.g., “Luxury Bedding”) to avoid awkward phrasing if the search term doesn't fit well.
✅ Avoid overly broad keywords that could lead to irrelevant or misleading ads. Focus on specific, targeted keywords.
✅ Stay within character limits - if a search term exceeds the allowed space, the fallback keyword will be used.
✅ Negative Keywords: Use negative keywords to prevent your ads from showing for irrelevant search terms, even with DKI.
Pro Tip: A/B Test DKI Fallbacks - Experiment with different fallback keywords to see which ones perform best.
3. Feed-Driven Ad Variations: Real-Time Customisation for Shopping Campaigns
For eCommerce brands, feed-driven ad variations allow you to dynamically adjust ad copy based on product attributes such as price, availability, and promotions. This ensures your ads always reflect the most up-to-date information.
How Feed-Driven Ads Work:
Google Ads can pull real-time data from your product feed to update your ads dynamically. This means you can automate promotions, pricing updates, and stock levels.
Example Applications:
✅ Dynamic pricing updates: "Shop luxury linen sets from just £49.99."
✅ Stock alerts: "Hurry – only a few left in stock!"
✅ Time-sensitive promotions: "20% off all duvets – ends midnight!"
✅ New Product Launches: "Introducing our new organic cotton collection."
To implement feed-driven customisations, upload a structured data feed via Google Merchant Center (for Shopping and PMax) or use a business data feed in Google Ads for Search campaigns. Then, reference attributes using ad customisers or structured assets.
Pro Tip: Landing Page Alignment – Ensure your landing pages are updated to reflect the dynamic ad copy. If your ad says "20% off," the landing page should clearly show the discount.
Troubleshooting Dynamic Ad Variations
❌ IF Functions Not Displaying: Double-check the audience lists and ensure they meet the minimum user requirement. Use the ad preview tool extensively.
❌ DKI Showing Fallback Too Often: Review your keywords. Are they too broad? Refine your keyword list and add more specific terms.
❌ Feed-Driven Ads Not Updating: Verify your product feed is up-to-date and that Google Ads is successfully pulling data from it.
Final Thoughts
By combining IF functions, dynamic keyword insertion, and feed-driven ad variations, you can create hyper-personalised, high-performance ad campaigns. These techniques allow you to serve the most relevant ad copy to each user segment, improving engagement, click-through rates, and conversions. Remember to continually test and optimise your dynamic ads for the best results.
Ready to take your PPC strategy to the next level? Get in touch to get your hands on our checklist for setting up dynamic ad variations and optimise for success!
4M Digital is a paid media consultancy specialising in Google Ads, Microsoft Ads, and Paid Social campaigns. With over 15 years of expertise, we help businesses unlock the full potential of their digital advertising strategies through tailored management, audits, and training.
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