Use callout extensions to highlight unique selling points, promotions, or other features that make a business stand out. Advertisers can improve their ads’ visibility and provide more information to potential customers by adding callout extensions. This can result in higher click-through rates and conversions.
Callout extensions can also help build credibility and trust with potential customers by showcasing key information about a business. Overall, the purpose of callout extensions is to enhance the effectiveness of Google Ads campaigns by providing additional context and information to potential customers.
Callout Extensions: What Are They?
Callout extensions appear as additional lines of text underneath the main ad copy in Google paid search ads. They appear as additional lines of text underneath the main ad copy and can be used to highlight unique selling points. Unlike Sitelink Extensions, Callout Extensions are not clickable. However, they do help to increase the visibility and credibility of an ad and provide more information to potential customers.
Advertisers can add up to four callout extensions per ad. They can be scheduled to appear at specific times or on specific devices. Callout extensions are free to add to a Google Ads campaign and can be created at the account, campaign, or ad group level.
How to Add Callout Extensions to Your Ads
To add callout extensions to your ads, you need to:
- Log in to your Google Ads account and go to the campaign or ad group where you want to add callout extensions.
- Click “Ads & Assets” in the page menu on the left
- Click “Assets”
- Click the blue plus sign and select “Callout” from the dropdown menu.
- Enter the text for your callout extension. Keep in mind that each callout can have a maximum of 25 characters (including spaces), and you can add up to four callouts per ad.
- If you want to set a schedule for when callouts appear, you can do so in the Advanced Options.
- Save your callout extension.
Tips for Writing Effective Google Ads Callout Extensions
To be effective, callout extensions need to be well-written and impactful. Here we provide some tips for writing callout extensions that grab attention, communicate value, and drive clicks and conversions.
- Highlight Unique Selling Points
Use callout extensions to highlight what makes your business, product, or service unique. For example, you could highlight free shipping, a price match guarantee, or a satisfaction guarantee.
- Use Specific Language
Use specific and descriptive language in your callout extensions to make them more impactful. Avoid generic terms like “great service” and instead use specific adjectives that describe what sets your business apart.
- Focus on Benefits
Instead of just listing features of your products or service, focus on the benefits your customers will receive. For example, “24/7 customer support” is a feature, while “Get help anytime, anywhere” is a benefit.
- Keep it Short
Callout extensions have a maximum character length of 25, so it’s important to keep your message short and to the point. Use clear, concise language that gets your message across quickly.
- Test Different Callouts
Try testing different callouts to see which are most effective at driving clicks and conversions. You can rotate your callouts or use automated ad rotation to test different messages to see which performs the best.
- Be Relevant
Make sure your callout extensions are relevant to the ad and landing page they’re associated with. If your callouts don’t match the message on your landing page, you may see lower conversion rates.
- Use Sentence Case
It can be tempting to use Title Case in ads. However, studies show that ads perform better when callout extensions are written in sentence case.
Optimize Your Google Ads Callout Extensions
By optimizing your callout text, you can make your Google Ads more effective and increase your chances of driving clicks and conversions. Here are a few tips to get started:
- Use Data to Inform Callouts
Monitor your ad performance data to see which callouts are generating the most clicks and conversions. Use this information to refine your callout strategy and focus on the messages that resonate with your audience.
- Rotate Your Callouts
Rotate your callouts regularly to keep your ads fresh and prevent ad fatigue. You can use automated ad rotation or manually switch out your callouts to keep your ads interesting and engaging.
- Use Ad Customizers
Ad customizers allow you to create dynamic, personalized callouts that change based on the user’s search query or other criteria. This can make your callouts more relevant and compelling to potential customers.
- Focus on Your Audience
Consider your target audience when creating callouts. Use language and messaging that will appeal to their specific needs and interests.
Extensions, Sitelinks & Structured Snippets: A Team Approach
Callout extensions, sitelinks, and structured snippets are all different types of ad extensions that can be used together to create more comprehensive and effective ads. Here are some tips for using these extensions together:
- Use a Mix
Don’t rely on just one type of extension — use a mix of callouts, sitelinks, and structured snippets to provide a more comprehensive and engaging ad experience.
- Align Messaging
Make sure that the messaging of all your extensions is aligned with the main message of your ad and landing page. Use similar language, offers, or benefits to create a cohesive message.
- Use Unique Selling Points
Use callouts to highlight your unique selling points, sitelinks to provide additional navigation options or specific offers, and structured snippets to showcase specific features or benefits of your product or service.
Conclusion: Unlock the Full Potential of Your Google Ads Campaign
By utilizing callout extensions effectively, you can improve the overall performance and effectiveness of your Google Ads paid search campaign, including:
- Increased Visibility
- Improved Ad Relevance
- Increased Click-through Rate (CTR)
- Enhanced Credibility
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Blog Last Updated on 6 months by New Path Digital