AdWords Callout Ad Extensions Offer More Text in Search Ads

05 September

AdWords Callout Ad Extensions Offer More Text in Search Ads

Following Labor Day, Google announced that it would be rolling out its new ad extensions in AdWords. This feature will allow online advertisers to display special offers, products and services on their websites through an extra line of ad text.

These callouts allow for the promotion of services such as price matching, customer service and free shipping, just to name a few. The intention of this feature is to increase click-through rates, and ultimately help customers increase their return of investment.

The new callouts are located directly below your ad copy, and will show next to reviews, call extensions, ratings and other extensions. The following is one example of the new callout ad extension, provided by Google:

Google callout ad extensions 2014

Callout Ad Extensions Require No Links

While there are several comparisons between site links and callouts, the only difference is, callouts are not links. This is a huge benefit to advertisers as it does not require a landing page. This leaves them elasticity in messaging and allows for any website, large or small, to take advantage of this new feature. Another way that Google is helping out smaller and local businesses.

Similar to site links, users can both setup and edit callout ad extensions at the campaign or ad group level. By doing so, there is no need to create new ads, and data will be taken following any edits. Furthermore, unlike site links, callouts can be setup at the account level.

The new callout ad extensions allow for online advertisers to customize mobile callouts, then schedule them by specific time of day, or day of the week. Of course, Google limits characters to 25, while four can be displayed.

The reporting displays total number of clicks on your ad when a callout appears at the ad, ad group, or campaign level.

How to Setup Google Callout Ad Extensions

The following instructions for creating callouts are provided by Google, and can be found here. The team at THAT Agency has also begun implementing this feature on our client’s campaigns, and has already witnessed an increase in conversions.

Create campaign-level callouts

  1. Choose the campaign you'd like to add the extension to.
  2. Click the Ad extensions tab.
  3. Choose Callout Extensions from the View drop-down menu.
  4. Next to the Callout settings link, click Edit.
  1. You'll see all the callouts that are in this account.
  • To use an existing callout, find the callout in the list and click >> to select it.
  • To create a new callout, click the New button below the list of existing callouts. Enter the new callout text in the window that appears.
  • Click Save.
  • Select devices: At the bottom of the ad group callout extension window next to "Show this extension on," select the devices where you’d like the callouts in the ad group to appear. You can choose to show the callouts across All devices (this is the default setting), or specify Mobile devices only or Desktop and tablet devices only.
  • Click Save.
  • Create ad group-level callouts

    Before you create ad group-level callouts, keep the following in mind:

    • By default, an ad group uses callouts you've created at the account level.
    • If you create callouts at the campaign or ad group levels, those will override any callouts at the account or campaign levels, respectively.
    • You can also disable a callout for an ad group. This removes any callout you created in the ad group and stops any campaign-level callout from showing with those ads. In other words, no callout will show for the ad group.

    To create an ad group-level callout:

    1. Choose the ad group you'd like to add the callout to.
      • Click the Ad extensions tab.
    2. Choose View: Callout Extensions from the drop-down menu.
    3. Next to the Callout extension settings link, click Edit.
    4. Choose Use ad group callout to create callouts specifically for the ad group.
    1. You'll see all the callouts that are in this account.
    • To use an existing callout, click the arrow next to the callout you'd like to add to the ad group.
    • To create a new callout, click the New button below the list of existing callouts. Enter the new callout text in the window that appears.
  • Click Save.
  • Select devices: At the bottom of the ad group callout extension window next to "Show this extension on," select the devices where you’d like the callouts in the ad group to appear. You can choose to show the callouts across All devices (this is the default setting), or specify Mobile devices only or Desktop and tablet devices only.
  • Click Save.
  • TAGS: SEO