Between devices, formatting, ad extensions and audience types, writing effective ad copy is more reliant on multiple factors than ever before. Just last month, AdWords rolled out IF functions to add another layer of ad customization. This feature allows advertisers to change the ad message depending on the user’s device. For example, a user searching on a mobile device could see a message that says, “Shop from your phone,” while the desktop message may say, “Shop our selection.” This means you can now write mobile-preferred ads without ad customizers or creating a mobile-only campaign. Instead of writing two ads, you can now write one that changes the message depending on the device. Get the full story at Search Engine Land