Google AdWords Callout Extensions consist of additional text that displays below your standard text ad and highlights benefits or features of your products or services.
Callout extensions are a great ad extension that every advertiser should be using. In this article I am going to give you the how, the why, and some tips for making the most of this ad extension in your advertising!
Here are a few key benefits to using callout extensions:
- They are easy to set up in just a few minutes
- Callout extensions increase the physical size of your ad, helping you stand out from your competitors and earn more clicks
- They let you highlight specific features and benefits of your products or services without using up valuable space in the standard ad text
- Can help you perform better in the ad auction, getting cheaper clicks and/or better ad positions
Callout Extensions vs Sitelink Extensions
Callout extensions look a little bit like another AdWords ad extension type – sitelink extensions. The key difference being that sitelinks are actual links to pages on your site whereas callouts are simply text.
Here’s a basic rule of thumb when deciding whether to use callouts or sitelinks…
If it makes sense to send someone to a specific landing page you should probably use sitelinks. Examples might include:
- Order now
- Get a quote
- Contact support
On the other hand, callout extensions are better if you simply want to highlight benefits or features without directing them to a different landing page. Common examples are:
- Free shipping
- 24/7 customer support
- 60 day money back guarantee
And of course you can and should use both callout and sitelink extensions on your ads at the same time!
How to Create Callout Extensions
Like the other AdWords ad extensions, callout extensions can be created at the account, campaign, or ad group level. Callouts are automatically inherited downwards in your account structure meaning if you create them at the account level they are automatically applied to all campaigns, and if you create them at the campaign level they are automatically applied to all ad groups in that campaign.
This default inheritance can be overridden for an individual campaign or ad group but it is a huge time saver as you will typically use the same callouts multiple times across your account.
To create a new callout extension:
- Navigate to the campaign or ad group you want to add callouts to. To create account level callouts, leave your AdWords account on the “All Campaigns” level
- Click the Ad extensions tab, and then select “Callout extensions” under the “View” dropdown menu
- To add a callout, click the red + Extension button followed by the + New callout button which pulls up the dialogue box shown below
- Callout text: is the actual text that will display below your ad. You can use up to 25 characters but using less will increase your chances of showing more callouts
- Device preference: allows you to create separate callouts that are more relevant to users on mobile devices who tend to be more “on-the-go.” Callouts with the Mobile box checked will get preference over other callouts when your ad displays on mobile
- Start/end dates, scheduling: use this option to create callouts that only show on certain times or dates. This is a great feature if you are running a limited time offer or if you only want your sitelink to display at certain hours of the day… for example when your office is open
Click save and you’ve created a new callout!
Viewing the Performance of Callout Extensions
Like all ad extensions, you can view the performance of your callout extensions. To do so, navigate to the “Ad extensions” tab and select “Callout extensions” from the View dropdown menu. You can access this data at the account, campaign, or ad group level.
The data for any row reflects the ad performance when that particular callout was displayed. Since Google will display up to 4 callouts at a time, there will naturally be a lot of overlap on the data… (a click, impression, conversion etc. will display for every callout that was displayed). Nevertheless, as you collect more data you will start to see which callouts are performing the best and can make adjustments to optimize your account.
You can even apply segments, filters, and add/subtract columns to see the data that is important to you.
Managing Callout Extensions
From this same screen you can also make adjustments to the callouts that display for a given campaign or ad group. Simply select the checkbox next to the callouts you’d like to modify and the click the Edit drop down menu.
You can also make changes by clicking the red + Extension button to bring up the following screen:
The drop down menu at the top allows you to override the default inheritance of any callouts set up in the account. Choosing “Disable callout extensions” will turn off callouts for this particular campaign or ad group.
Below the drop down menu you will see 2 columns… The column on the left consists of callouts you have already created while the column on the right shows the callouts currently applied to this campaign/ad group.
Clicking the small double arrows next to any individual callout will move it to the opposite column.
Best Practices for Callout Extensions
Here are some tips and tricks to consider when creating them in your account:
- Each callout can be up to 25 characters, but by keeping them shorter you give yourself a better chance to show more callouts
- Use capitalization sparingly… Google released data that callouts tend to perform better with standard capitalization (like in a normal sentence) as opposed to Capitalizing The First Letter Of Each Word. Google rarely provides guidance this specific, so when they do it makes sense to listen!
- As with all things AdWords, be specific… “Starting at $19” is better than “Inexpensive prices”
- Google will display up to 4 callouts per ad, so definitely take advantage of this by creating all 4!
- Remember to check the performance data and constantly test new callouts… Success at AdWords comes from continuously making small improvements to your campaigns over time!
Ok that’s it!
We’ve covered a lot of ground on how to set up, measure, and manage callout extensions. You have all of the information you need so go ahead and add callout extensions to your account right now!
Remember they only take a few minutes to set up and can help you get more clicks, cheaper clicks, and better clicks.
Questions? Comments? I’d love to hear them in the comment sections below!