When it comes to running effective Google Ads campaigns, every detail matters. Advertisers must maximize their ad’s impact while keeping the message concise and relevant. One of the most effective ways to achieve this is by using Callout Extensions.
Callout Extensions are a simple yet powerful tool that allows you to add short, attention-grabbing phrases to your ads. These phrases highlight key benefits, features, or unique selling points about your business, helping you stand out in the crowded space of search engine results.
In this guide, we’ll explore everything you need to know about Callout Extensions: what they are, how they work, their benefits and limitations, and how to implement them effectively. By the end, you’ll have a clear understanding of how to use Callout Extensions to enhance your Google Ads campaigns and achieve better results.
I. What Are Callout Extensions?
Callout Extensions are snippets of text that appear beneath your Google Ads, providing additional information about your business, products, or services. Each callout is a short phrase (up to 25 characters) that highlights a specific benefit or feature, such as “Free Shipping,” “24/7 Customer Support,” or “Money-Back Guarantee.”
These extensions are non-clickable, meaning they don’t lead users to another page. Instead, their sole purpose is to provide more context and make your ad more appealing at a glance. Callout Extensions are particularly effective for emphasizing value propositions or addressing common customer concerns.
How Callout Extensions Appear
- On desktop, Callout Extensions are displayed as a row of text beneath the main ad description.
- On mobile, Callout Extensions may show in a more compact format, often stacked or shortened depending on the available space.
Difference Between Callout Extensions and Other Extensions
Unlike other ad extensions, such as Sitelinks or Location Extensions, Callout Extensions don’t redirect users to a specific page. Instead, they work as supporting text to reinforce your message and encourage clicks on the main ad.
II. Benefits of Using Callout Extensions
Callout Extensions offer several advantages that make them an essential part of any Google Ads strategy. Let’s explore the key benefits in detail:
1. Highlight Key Selling Points
Callout Extensions allow you to showcase your business’s unique features or benefits in a concise and impactful way. Whether it’s a special promotion, free returns, or industry certifications, callouts help you differentiate yourself from competitors.
2. Increase Ad Visibility
By adding extra lines of text, Callout Extensions make your ad larger and more prominent on the search engine results page (SERP). This increased visibility can help grab users’ attention and improve your click-through rate (CTR).
3. Build Trust and Credibility
Callouts such as “Certified Experts” or “Over 500 Happy Customers” can instill confidence in potential customers, making them more likely to click on your ad.
4. Improve User Experience
By providing additional information at a glance, Callout Extensions help users quickly understand what your business offers, leading to more informed clicks.
5. Boost Ad Relevance and Quality Score
Google rewards ads that are relevant and engaging. By improving CTR and user satisfaction, Callout Extensions can positively impact your Quality Score, potentially lowering your cost per click (CPC).
III. When and Why Should You Use Callout Extensions?
Callout Extensions are versatile and can be used in various scenarios to enhance your ad performance. Here are some common use cases:
1. Highlight Promotions or Discounts
Use callouts to emphasize ongoing sales or special offers.
- Example: “20% Off This Week,” “Free Shipping Over $50.”
2. Emphasize Unique Features
Showcase what makes your business or product unique.
- Example: “Eco-Friendly Packaging,” “Handmade in the USA.”
3. Address Customer Concerns
Reassure potential customers by addressing common questions or objections.
- Example: “Hassle-Free Returns,” “24/7 Support.”
4. Showcase Awards or Credentials
Build credibility by highlighting certifications or accolades.
- Example: “ISO Certified,” “Award-Winning Service.”
5. Improve Local Relevance
For location-based businesses, use callouts to emphasize convenience or accessibility.
- Example: “Located in Downtown,” “Open Late Hours.”
IV. How to Set Up Callout Extensions in Google Ads
Setting up Callout Extensions in Google Ads is straightforward. Follow these steps to get started:
Step 1: Access the Extensions Tab
- Log in to your Google Ads account.
- Navigate to the Ads & Extensions tab in the left-hand menu.
- Click on Extensions.
Step 2: Create a Callout Extension
- Click the + button and select Callout Extension from the dropdown menu.
- Choose whether to apply the callouts at the account, campaign, or ad group level.
Step 3: Add Callout Text
- Enter up to 25 characters for each callout. You can create multiple callouts (up to 20 per campaign or ad group).
- Keep the text concise and impactful (e.g., “Free Shipping,” “No Hidden Fees”).
Step 4: Specify Device Preferences (Optional)
You can choose to prioritize certain callouts for mobile devices if they’re particularly relevant to mobile users.
Step 5: Save and Monitor
Click Save to apply the callouts to your ads. Use Google Ads’ reporting tools to track the performance of your Callout Extensions and make adjustments as needed.
V. Best Practices for Callout Extensions
To get the most out of your Callout Extensions, follow these best practices:
1. Be Specific and Concise
Avoid vague or generic phrases. Instead, use clear, actionable language that communicates a tangible benefit.
- Good Example: “Next-Day Delivery.”
- Bad Example: “Fast Shipping.”
2. Focus on Value Propositions
Highlight what sets your business apart from competitors. Think about what matters most to your target audience.
3. Use Multiple Callouts
Take advantage of Google’s allowance for multiple callouts by including a variety of benefits or features. This increases the chances of resonating with different users.
4. Tailor Callouts to Campaign Goals
Align your callouts with the specific objectives of your campaign. For instance:
- For a lead generation campaign, use callouts like “Free Consultation.”
- For a sales campaign, emphasize discounts or promotions.
5. Test and Optimize
Regularly test different callout variations to see which ones perform best. Use A/B testing to refine your messaging.
VI. Limitations of Callout Extensions
While Callout Extensions are highly beneficial, they do come with a few limitations:
1. Character Limit
Each callout is restricted to 25 characters, which can make it challenging to convey complex ideas.
2. No Guaranteed Display
Google decides whether to show your Callout Extensions based on factors like ad rank and relevance. They may not appear for every search.
3. Non-Clickable
Since Callout Extensions aren’t clickable, they don’t directly drive traffic to specific pages. Their role is purely informational.
4. Not Always Distinct
If your callouts are too similar to your main ad text or other extensions, they may lack impact.
VII. Examples of Effective Callout Extensions
Here are some examples of businesses effectively using Callout Extensions:
1. E-Commerce Store
- Callouts: “Free Shipping Over $50,” “Easy Returns,” “24/7 Customer Support.”
- Result: Increased CTR by 15% by addressing key customer concerns.
2. Service Provider
- Callouts: “Licensed & Insured,” “Over 20 Years of Experience,” “Free Estimates.”
- Result: Improved credibility and attracted more qualified leads.
3. Local Restaurant
- Callouts: “Open Late,” “Vegan Options Available,” “Family-Friendly.”
- Result: Boosted foot traffic by emphasizing convenience and inclusivity.
VIII. Measuring the Success of Callout Extensions
To evaluate the effectiveness of your Callout Extensions, use the following metrics in Google Ads:
- CTR: Are your callouts leading to more clicks?
- Conversion Rate: Are users who see your callouts more likely to convert?
- Quality Score: Are your ads becoming more relevant and cost-effective?
Regularly review these metrics and optimize your extensions to ensure they’re contributing to your campaign goals.
Callout Extensions are an invaluable tool for improving the performance of your Google Ads campaigns. By emphasizing key features, addressing customer concerns, and building trust, they help you stand out in a competitive advertising landscape.
While they may seem simple, their impact on CTR, ad relevance, and user experience can be significant when implemented correctly. Take the time to craft compelling, concise callouts that align with your campaign objectives, and don’t forget to monitor and refine them for optimal results.
Start using Callout Extensions today to make your ads more engaging, informative, and effective.