Offers can be an incredibly effective conversion tool, and within the next few weeks, all Google Ads (formerly known as Google AdWords) advertisers will be able to highlight them in their search ads. Google is rolling out a new ad extension called Callouts that enables you to add more text to your ad to spotlight free shipping, discounts, price matching and more.
Callout extensions are similar to sitelinks, but without the links. Google recommends that advertisers use callout extensions to draw attention to unique selling points and important product details and benefits. You can feature up to four callouts in your ad, each limited to 25 characters each, and must have at least two callouts for them to display.
Callout extensions can be used with other ad formats, like sitelinks, and are created, scheduled and managed within the Ad Extensions tab. You can add callouts at the account, campaign or ad group level, allowing you to use general information at the account or campaign level and specific callouts for each ad group.
Why not? The use of extensions improves the performance of your ads (including click-through rate) and gives you an opportunity to stand out with specific messaging in the search results. Bonus: it doesn’t cost any extra.
Here are a few different reason you should try using callouts:
Google has made it fairly simple to at least give callouts a try; you can see how many clicks occurred when callouts displayed on your ads and compare summary statistics at the account, campaign or ad group level. You can also edit your callouts without resetting their performance stats.
If you decide to give callout extensions a go, keep these things in mind:
It doesn’t cost anything extra to add callouts to your ads; you’ll still pay simply for costs per click.
All callout extensions are created within the ad extensions tab in the View: Callout extensions dropdown menu option. There, you can edit existing callouts or create new ones. Simply add the new callout text, choose your device and scheduling preferences, and hit save.
You can choose “Disable callouts” if at any point you want to remove ad group-level callouts and hide the campaign callouts for a specific ad group.
For more information and troubleshooting, see Google’s Help resource for callout extensions.
Are you going to give callout extensions a try?
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