What is a callout extension?

Imagine you are looking for a new coffee maker online. You type 'best coffee makers' into a search engine. You see several ads pop up. Some of these ads might have extra lines of text below the main ad description, highlighting things like 'Free Shipping,' '2-Year Warranty,' or 'Award-Winning Design.' These little snippets of non-clickable text are what we call callout extensions. Callout extensions are a powerful feature in paid advertising platforms like Google Ads and Microsoft Advertising. They let you add more details and unique selling points to your search ads without making the main ad text too long. Think of them as bullet points that quickly tell potential customers why they should choose your business. They appear as short, descriptive phrases that enhance your ad's visibility and information. Their main purpose is to give searchers a quick overview of what makes your offer special, even before they click on your ad. This can include anything from special offers and product features to company values or service guarantees. By providing this extra context, callout extensions help your ad stand out from competitors and can encourage more relevant clicks.

Why callout extensions matter

Callout extensions might seem like a small detail, but they play a big role in the success of your paid advertising campaigns. Here is why they are important:

• Increase ad visibility and prominence: By adding more text, your ad takes up more space on the search results page. This makes it more noticeable and helps it stand out against other ads and organic listings.
• Highlight unique selling points (USPs): You can use callouts to quickly show what makes your business or product better than the competition. Whether it is '24/7 Customer Support' or 'Eco-Friendly Materials,' these points can sway a customer's decision.
• Improve click-through rates (CTR): When users see more compelling information directly in your ad, they are more likely to find it relevant and click on it. A higher CTR often means more traffic to your website.
• Better ad quality score: Ad platforms like Google Ads use a Quality Score to determine how relevant and useful your ads are. Using relevant extensions, including callouts, can contribute positively to your Quality Score, potentially leading to lower costs and better ad positions.
• Pre-qualify leads: By providing extra information upfront, you can help users decide if your offering is right for them before they click. This means the clicks you do get are more likely to come from genuinely interested people, leading to higher conversion rates.

Best practices for using callout extensions

To get the most out of your callout extensions, follow these simple guidelines:

Keep it short and sweet

Each callout should be brief, usually just a few words. Aim for clear, concise phrases that are easy to read at a glance. Remember, they are meant to be quick highlights, not full sentences.

Be specific and unique

Avoid generic phrases. Instead of 'Great Service,' try 'Award-Winning Customer Support.' Instead of 'Good Prices,' try 'Price Match Guarantee.' Specificity makes your callouts more impactful and believable.

Match your landing page

Ensure the information in your callouts is consistent with what users will find on your landing page. If you promise 'Free Shipping,' make sure your website clearly shows that. This builds trust and provides a seamless user experience.

Test and optimize

Do not just set them and forget them. Regularly review the performance of your callout extensions. Try different combinations of callouts to see which ones perform best. Ad platforms often show a mix of your callouts, so having a variety allows the system to optimize for the best performing ones. Consider creating at least 6-8 unique callouts per ad group.

Avoid repetition

Make sure your callouts do not just repeat information already present in your ad's headline or description. Use them to add new, valuable details.

How to set up callout extensions

Setting up callout extensions is straightforward in most paid advertising platforms. Here is a general idea of the steps involved:

1. Navigate to extensions: In your ad platform account (like Google Ads), go to the 'Ads & extensions' section, then select 'Extensions.'
2. Create new callout extension: Click the plus button to add a new extension and choose 'Callout extension.'
3. Select level: Decide if you want to apply the callouts at the account, campaign, or ad group level. Applying them at the ad group level gives you the most control and relevance.
4. Add your text: Type in your callout phrases, making sure they adhere to character limits (usually 25 characters per callout).
5. Save: Once you have added your desired callouts, save them. The ad platform will then begin to show them with your eligible ads.

Callout extensions are a valuable tool for any marketer looking to enhance their paid search ads. They provide a simple yet effective way to add more information, highlight key benefits, and improve the overall appeal of your ads. By using them wisely, you can make your ads stand out, attract more qualified clicks, and ultimately drive better results for your business. Start by reviewing your current ad campaigns and identify unique selling points or special offers that would make great callout extensions. Implement them and monitor their performance to continuously improve your ad effectiveness.