With strict length limits, writing Paid Search Ad copy using business rules can be challenging, but taking advantage of functions like IF , SELECTCASE , LENGTH , and CONCATENATE , we can write rules that accommodate the different lengths of feed values to create the most relevant ads possible.  Different combinations of these four  simple rules can help you acheive the following scenarios in regards to creating Paid Search ads: 

• 1 & 2 . Include product titles and prices in Ad Headlines depending on character limits.
• 3 & 4 . Include product brands and classifications in Ad Descriptions using different verbage depending on character limits.
• 5 . Include promotional text in Ad Descriptions based on whether or not the items have free shipping.
• 6 . Include the product brand in the Ad Display URL depending on character limit. 

Now let's review these functions:

See These Functions in Use:

Here are several example scenarios.   Note that these are just examples and will need to be customized to fit your specific needs and inventory configuration . 

Use Case 1: 

Your company wants to put their product title and price into the headline, but if that’s too long, they’ll launch a static headline. They use an IF function in conjunction with theLENGTH  function to check the length of the combination of title and price and launch the static text when that’s too long.

Solution:  IF(LENGTH(CONCATENATE({{itemtitle}}," $",{{itemretailprice}}))<26,CONCATENATE({{itemtitle}}," $",{{itemretailprice}}),"{KeyWord:Buy Shutterbug Cameras}")

Use Case 2: 

After running these ads, the company sees that a lot of their ads have the generic headline and realize that they could get the product title into more ads if they dropped the price. To introduce this extra condition, they’ll need to use a SELECTCASE function, which allows for a series of true/false conditions. The function will move through the conditions until it finds one that’s true, and if none are true, it will use the default value.

Solution: SELECTCASE(LENGTH(CONCATENATE({{itemtitle}}," $",{{itemretailprice}}))<26,CONCATENATE({{itemtitle}}," $",{{itemretailprice}}), LENGTH({{itemtitle}})<26,{{itemtitle}},"{KeyWord:Buy Shutterbug Cameras}")

Use Case 3:

For the first Description line, the company would like to include the product’s brand and the name of their company. They’ll use SELECTCASE again to account for the different lengths of brands and include promotional language where possible.

Solution:  SELECTCASE(LENGTH(CONCATENATE("Save on ",{{brand}}," at Shutterbug."))<36,CONCATENATE("Save on ",{{brand}}," at Shutterbug."),LENGTH(CONCATENATE("Buy ",{{brand}}," at Shutterbug."))<36, CONCATENATE("Buy ",{{brand}}," at Shutterbug."), LENGTH(CONCATENATE({{brand}}," at Shutterbug."))<36, CONCATENATE({{brand}}," at Shutterbug."),“Save on Products at Shutterbug.”)