The goal of AdWords Callout Extensions is to show valuable information to potential customers before they click your ad. Callout Extensions can help rankings and is a factor in overall Ad Rank. Google suggests using them to draw attention to important product details, or highlight what makes your business different from your competitors. Understanding how to effectively use AdWords Callout Extensions is crucial for maximizing the impact of your PPC campaigns. At Upward Engine, we understand that callouts are just another way to make your ad perform.
Callout extensions let you add additional text that shows with your Google search ads, highlighting specific information about your products and services. You can add anything, within their guidelines, to your ads, to boost and supplement your ad within the search results. These small snippets of text can make a big difference in click-through rates and overall campaign performance.
Below is an example of what it may look like in the search results:
Callout Text Requirements
Before you dive into creating AdWords Callout Extensions, it’s essential to understand the guidelines. Here are the key text requirements:
- Callout Text Length: The text for each callout must be 25 characters or fewer. For languages that use double-width characters (like Chinese, Japanese, and Korean), the link text must be 12 characters or fewer. Brevity is key.
- Callout Text Duplication: We don’t allow duplication or repetition of callout text with other callouts, ad text, or sitelink text within the same ad group, campaign, or at the account level. Examples of text use that is considered duplication/repetition:
- Your ad text AND ad group, campaign, or account-level callouts include the text “Free shipping.”
- You duplicate one callout at the account level: a) 24/7 customer support b) 24/7 Customer Support.
- No keyword insertion: You can’t use the keyword insertion feature within your callout text.
Create Your First Callout Extension
This is Similar to Sitelinks, Without Needing Links! 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 drop-down 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.
Callout Extension Tips & Tricks
Here are some tips and tricks to help you get the most out of your AdWords Callout Extensions:
- Callout extensions are available only for “Search Network Only” and “Search Network with Display Select” campaigns.
- You are not allowed to duplicate text in callouts. Always keep your callouts fresh and unique.
- Google will generally show your highest-performing and most useful combination of extensions and formats. Leverage Google’s algorithm to showcase your best points.
- You cannot use dynamic keyword insertion. Stay creative and focus on benefit-driven language.
- Callout text and the content the ad points to must be family-safe and cannot contain adult content. Keep it clean.
- You can’t use gimmicky symbols or emoticons in callouts. Stay professional and focused on delivering value.
- Keep callout text short, sweet, and to the point. Brevity is key.
- Use sentence case. This improves readability and user experience.
At Upward Engine, we understand that every element of your AdWords campaign can contribute to its success. AdWords Callout Extensions, when implemented strategically, can help you capture more clicks and generate more conversions.
Let Upward Engine help you optimize your AdWords Callout Extensions and achieve your advertising goals. Contact Upward Engine today for a free consultation.