Ad Extensions: Callout Extension

Google Ads is a powerful online advertising platform that allows businesses to create and manage ads that appear on Google search results, YouTube, and other Google partner websites. One of the many features that Google Ads offers is Callout Extension, which allows businesses to add additional text to their ads, providing more information to potential customers and boosting ad performance. In this article, we will explore Callout Extension in Google Ads in detail, including what it is, how it works, and how businesses can effectively use it to enhance their ad campaigns.

What is Callout Extension?

Callout Extension is an ad extension in Google Ads that allows businesses to add additional text snippets to their ads, providing more details about their products, services, or promotions. These snippets are displayed as short phrases or sentences that appear below the ad description, separated by bullet points, and are intended to highlight key selling points or unique features of the business. Callout Extension text is not clickable, but it provides valuable information to users, helping them make informed decisions about whether to click on the ad or not.

Callout Extension is an excellent way for businesses to provide additional context and information about their offerings without taking up valuable character space in the ad description. It helps ads stand out from the competition and provides users with more compelling reasons to click on the ad, increasing the chances of driving qualified traffic to the website or landing page.

How Does Callout Extension Work?

Callout Extension works by allowing businesses to create and add additional text snippets to their ads in Google Ads. These snippets can be customized to highlight specific aspects of the business, such as free shipping, 24/7 customer support, price matching, or any other unique selling proposition. Callout Extension text appears in the form of short phrases or sentences, separated by bullet points, below the ad description, and is visible to users when they search for relevant keywords or phrases related to the business.

Callout Extension text is limited to 25 characters per snippet, and businesses can add up to 10 snippets per ad. However, Google's algorithm may not always show all 10 snippets, and the number of snippets displayed may vary depending on the ad position, ad format, and device type. Callout Extension snippets are not clickable, and they do not incur any additional cost when users click on them. Businesses are only charged for clicks on the ad headline or description, not on the Callout Extension text.

Benefits of Using Callout Extension

Callout Extension offers several benefits to businesses that can help enhance their ad campaigns and drive better results. Some of the key benefits of using Callout Extension in Google Ads include:

Increased Ad Visibility: Callout Extension allows businesses to add more text to their ads, providing more information and context to users. This can help ads stand out from the competition and increase ad visibility on the search results page, making them more prominent and compelling to potential customers.

Highlight Key Selling Points: Callout Extension allows businesses to highlight key selling points or unique features of their products or services, such as free shipping, price matching, or 24/7 customer support. This can help businesses differentiate themselves from competitors and create a compelling value proposition for users, leading to higher click-through rates and conversions.

Enhanced Ad Relevance: Callout Extension allows businesses to provide additional context and information about their offerings, making their ads more relevant to users' search queries. This can help improve ad relevance and quality score, leading to better ad rankings and lower cost-per-click (CPC) bids.

Improved User Experience: Callout Extension provides users with more information about the business and its offerings, helping them make informed decisions about whether to click on the ad or not. This can lead to more qualified clicks and higher conversion rates, as users are more likely to click on ads that provide relevant and valuable information.

Flexibility and Customization: Callout Extension allows businesses to create and customize their own text snippets, providing flexibility in highlighting specific selling points or promotions that are relevant to their business goals. Businesses can easily update or change their Callout Extension text as needed to align with their marketing strategies or seasonal promotions.

Cost-effective: Callout Extension does not incur any additional cost when users click on the text snippets. Businesses are only charged for clicks on the ad headline or description, making Callout Extension a cost-effective way to enhance ads with additional information and improve ad performance without increasing the advertising budget.

Easy to Set Up and Manage: Setting up Callout Extension in Google Ads is relatively simple and can be done within the ad campaign settings. Once set up, Callout Extension can be easily managed, edited, or removed as needed, providing businesses with control and flexibility in optimizing their ad content.

Best Practices for Using Callout Extension

To effectively use Callout Extension in Google Ads, businesses should follow some best practices to maximize the benefits of this ad extension. Here are some tips for using Callout Extension effectively:

Highlight Unique Selling Points: Use Callout Extension to highlight the unique selling points or key features of your products or services. Focus on what sets your business apart from the competition and why users should choose your offerings.

Keep it Concise and Relevant: Callout Extension text is limited to 25 characters per snippet, so it's important to keep it concise and relevant. Use short, compelling phrases or sentences that clearly convey your message and provide valuable information to users.

Test Different Callout Extension Texts: Experiment with different Callout Extension texts to see which ones resonate best with your audience. Test different selling points, promotions, or value propositions to identify what drives the most clicks and conversions.

Align with Ad Copy and Landing Page: Ensure that your Callout Extension text is aligned with your ad copy and landing page content. Consistency in messaging and branding can help create a seamless user experience and increase ad relevance.

Monitor and Optimize: Regularly monitor the performance of your Callout Extension and optimize as needed. Keep track of the click-through rates (CTR) and conversion rates of your ads with Callout Extension, and make adjustments to improve ad performance.

Don't Overdo It: While Callout Extension can be a powerful tool, it's important not to overdo it with too many snippets. Too much text can clutter your ad and dilute your message. Stick to the most relevant and compelling Callout Extension texts to ensure clarity and effectiveness.

Take Advantage of Ad Scheduling: Use ad scheduling to control when your Callout Extension appears. Consider scheduling your Callout Extension to show during peak business hours or specific times when your target audience is most likely to be searching for your products or services.

Callout Extension is a valuable ad extension in Google Ads that allows businesses to add additional text snippets to their ads, providing more information and context to potential customers. By highlighting unique selling points, providing relevant information, and enhancing ad relevance, Callout Extension can help businesses improve ad performance, drive more qualified clicks, and increase conversion rates. Following best practices and regularly monitoring performance can help businesses optimize the use of Callout Extension and achieve better results in their Google Ads campaigns.