Whether it’s free shipping on all laptops or a price match guarantee on smartphones, the more information people have, the better purchase decisions they can make online. That’s why we’re introducing
callout extensions: additional text that shows with your Google search ads, highlighting specific information about your products and services. Callouts will start rolling out today, with full availability to all advertisers in the next few weeks.
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| Example text ad highlighting callout extensions |
Strengthen your message
Callouts show valuable information to potential customers before they click your ad; while also being a
factor in Ad Rank. Use them to draw attention to important product details and benefits. Or highlight what makes your business different from your competitors.
“The use of callout extensions has meant we’ve been able to let our customers know how much more our hotels have to offer than just rooms. Spas, restaurants and meeting facilities are just a few of the attractive options our hotels have to offer, which may not be seen through a traditional revenue driving campaign. In just one month after implementing callout extensions, we’ve seen a 9% increase in conversion rate.” - James Harrower, Senior Search Manager, Hilton Worldwide
Callouts can also be used effectively in combination with other
ad formats. For example, if you’re already using
sitelinks for “Women’s Clothing” and “Back to School,” create a callout for “20% off entire site” to encourage people to click through and make a purchase. Or if you’re using
call extensions, highlight “24/7 customer support” so your customers know they can call your business for help. However you plan to use callouts, make sure to keep them focused and relevant.
Create your first callout
You can manage, schedule, and report on your callouts from the
Ad extensions tab. Since callouts can be added at the account, campaign, or ad group level, you can provide more general information about your products and services at the account or campaign level, and more detailed information at the ad group level.
For example, add callouts for “Special discounts” or “Free shipping” to campaigns containing more general keywords like
cheap flights or
shoes respectively. Or add callouts for product details at the ad group level to support more specific keywords like
men’s running shoes or
12 cup coffee makers.
Keep in mind callouts are limited to 25 characters each and up to four can show with your ad. They can also co-trigger with all other ad formats in the auction.
Learn More
To learn more about creating and managing callouts, see our AdWords
Help Center article.
Posted by Senthil Hariramasamy, Product Manager, AdWords
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