Callout extensions (or callout assets) are words or phrases that appear below an ad’s description text. They allow ads to include additional information about a business’ products or services.
What Are Callouts in Google Ads?
Launched by Google back in 2014, Callout extensions or Callout Assets are the ideal addition to your Google Ads campaign. Like price extensions, structured snippets, or site links, adding Google Ads callout extensions allows you to advertise additional information about products or services that your business offers. For example, your business may offer “24/7 service” or “Free shipping. These are important unique selling points and can help draw further attention to your ad and help ads stand out in search results.
Google Ads Callout Extensions vs. Sitelinks: What’s the Difference?
While both callouts and sitelinks provide additional information, they serve different purposes. Sitelinks are clickable links that guide users to different sections of your site, whereas each callout extension provides non-clickable snippets of information. We recommend using both in Google Ads for maximum impact.
The Importance of Callouts in Google Ads
Google Ads callout extensions are vital to improve the quality of an ad, they increase the effectiveness as they provide additional, critical information that can give you an edge over your competitors. Secondly, this extra information and detail within the ads can increase your click-through rate and finally, adding callout extensions can increase your ad rank according to the Google Ads algorithm.
What Do Google Ads Callout Extensions Look Like?
Callouts are small snippets of text, up to 25 characters each, that feature alongside (just underneath) your ad text in google search results. You can show a minimum of 2 and a maximum of 10 at any time. Depending on the spacing, browser and device that you’re using, Google will decide when to show them, which individual callout text to serve and how many to show.
Furthermore, you can schedule when to show your Google Ads callout extensions by deciding a start date, end date, what days of week and what times of the day you want these to serve.
Google Ads Callout Extension Examples
Here are some Google Ads Callout Extensions examples, highlighted in the Google Ads screenshots below.
How to Add Callout Extensions to your Google Ads Account.
Adding callout extensions in Google Ads is straightforward, simply follow the steps outlined below.
- Log in to your Google Ads account.
- Navigate to the ‘Ads & assets’ tab on the left-hand side, and click on ‘Assets’.
- Click on the blue ‘+’ button and in the dropdown menu select ‘Callout’.
- Choose whether you want to add account level callouts, campaign callouts or ad group level callouts.
- Add as many callouts (each containing up to 25 characters) as you require.
- If required, under ‘Advanced options’, you can choose when you want the start and end date to be, and decide on the hours of the day that you’d like the callout text to show. These advanced settings are ideal for promotions and if you have specific callout extensions or multiple callouts that are time sensitive.
- Review your callout text and press ‘Save’ to add it to the selected account, campaign or ad group.
Benefits of Using Callout Extensions
There are a number of benefits of including callout extensions –
- Highlighting Product Features: You can easily and effectively promote popular or unique selling points.
- Improved Ad Positioning: Using extensions is an Ad Rank calculation factor and can help your ads to appear in higher positions.
- Versatile Placement Options: You can add them at account, campaign or ad group level to highlight more specific information in text ads.
- Hassle-free Editing: You can easily add new callouts or edit existing callout extensions without having to edit each ad.
- Customisable Scheduling: You can choose the specific ad schedule (dates, days of the week and time of the day) for your callout to display with your ads.
Account, Campaign, and Ad Group-Level
You can implement callouts at different levels within your Google Ads campaigns at the account, campaign, or ad group level. Ad group callouts offer greater customisation, allowing you to tailor your callout extensions to specific ad groups based on the ad group’s goals or target audience. At the account level, however, callouts will apply across all Google Ads campaigns.
Dynamic Callout Extensions
Dynamic callout extensions are additional callout text assets that show automatically alongside your search ads. They serve to help users instantly find out more about your products or services. Like Dynamic Structured Snippets, they require no setup and give Google more opportunities to show assets with your ads. Dynamic callouts use potentially useful information taken from your landing page and automatically show this information within an ad. Some examples include; “25 years of experience” or “Book online”, if your site mentions either of these. Additionally, these dynamic callout extensions may serve alongside manually created callouts across Google Ads campaigns.
If you’re looking for advice on how you can best use Ad Extensions across your Google ads account, or broader digital marketing advertising strategy reach out to our expert team. We’re here to help and ensure you make the most of your advertising efforts!