Boost Your Ad Performance with Google Ads Callout Extensions

Hey there, fellow marketers! 

Ever feel like you’re shouting into the void with your Google Ads?

Google Ads is a powerful tool for businesses looking to reach their target audience. Among its many features, callout extensions stand out as an effective way to enhance your ad performance.

These small snippets of text allow you to highlight unique selling points and provide additional information to potential customers. When used correctly, callout extensions can improve your ad relevance, click-through rates (CTR), and overall campaign success.

In this guide, we will explore what Google Ads callout extensions are, why they matter, and how you can use them to boost your advertising performance.

What Are Google Ads Callout Extensions?

Google Ads Callout extensions are additional pieces of text that appear below your ad copy in Google search results. They provide extra information about your business, products, or services without requiring users to click. These extensions are non-clickable, making them a cost-effective way to enhance your ad visibility.

Example of Callout Extensions

Let’s say you run an online store. Your callout extensions might look like this:

• Free Shipping on Orders Over $50
• 24/7 Customer Support
• 30-Day Money-Back Guarantee
• Fast & Secure Checkout

These snippets give users more reasons to choose your business while reinforcing your unique selling points.

Why Use Callout Extensions?

Callout extensions offer several key benefits that can elevate your ad performance:

• Highlight Unique Selling Points: Showcase features or benefits that set your business apart, such as free shipping or exclusive deals.
• Increase Ad Relevance: Provide more context to users, making your ad more appealing and relevant.
• Boost Click-Through Rates (CTR): Ads with additional information are more likely to attract clicks.
• No Extra Costs: Adding callout extensions doesn’t increase your ad spend.

How to Set Up Google Ads Callout Extensions

Setting up callout extensions in Google Ads is simple. Follow these steps:

1. Log In to Google Ads: Access your account dashboard.
2. Navigate to Ads & Extensions: Click on “Extensions” in the left-hand menu.
3. Create a New Callout Extension: Select “Callout Extension” and click “+ New Callout.”
4. Add Your Callout Text: Enter concise and impactful text, such as “Same-Day Delivery” or “100% Organic Ingredients.”
5. Set Preferences: Choose device preferences, scheduling, and campaign-level or ad group-level targeting.
6. Save and Apply: Review your entries and save your callout extension.

Best Practices for Using Callout Extensions

Using Google Ads callout extensions effectively can significantly enhance your Google Ads performance. Here’s a detailed look at the best practices for making the most out of callout extensions:

Selecting the Right Callouts for Your Business

Understand Your Audience: Before creating callouts, it’s essential to understand what your audience values most. Think about the features and benefits that are most important to your customers. For instance, if you run a fitness center, callouts highlighting “Free Personal Training Session” or “State-of-the-Art Equipment” may resonate well with potential members.

Align with Your Business Goals: Your callouts should reflect your business’s core strengths and objectives. If you’re running a promotion, make sure to highlight it. If customer service is a key differentiator for your business, include callouts like “24/7 Customer Support” or “Dedicated Account Managers.”

Use Specific and Relevant Callouts: Generic callouts like “High Quality” or “Affordable Prices” might not provide much value. Instead, be specific about what sets your business apart. For example, “100% Satisfaction Guarantee” or “Free Shipping on Orders Over $50” are more impactful because they give clear, tangible benefits.

Consider Your Competition: Look at what your competitors are doing. If they use callouts to highlight free delivery or special offers, you might want to do the same but with your unique twist. Ensure your callouts stand out and provide reasons why customers should choose you over your competitors.

Crafting Concise and Compelling Messages

Keep It Short and Sweet: Callouts are limited to 25 characters, so every word counts. Focus on delivering a clear and compelling message within this limit. For instance, instead of “We Offer Great Deals and Discounts,” use “Great Deals Daily” for brevity.

Highlight Benefits, Not Just Features: Instead of just stating what your product or service is, emphasize the benefits. For example, “Save 20% on Your First Order” is more compelling than “Discounts Available.”

Use Actionable Language: Phrases like “Shop Now,” “Learn More,” or “Get Started” can motivate users to take action. Actionable language helps guide potential customers on what to do next.

Be Specific and Relevant: Avoid vague terms and focus on specifics. For instance, “Free Shipping” is better than “Shipping Available,” as it provides a clear benefit to the user.

A/B Testing Callout Extensions for Optimal Performance

What is A/B Testing?: A/B testing involves creating two or more versions of a callout extension to see which performs better. By comparing different versions, you can determine which callout is more effective in attracting clicks and driving conversions.

Create Variations: Develop multiple callouts with different messaging. For instance, you might test “Free Returns” against “30-Day Money-Back Guarantee” to see which one resonates more with your audience.

Monitor Performance: Use Google Ads’ reporting tools to track the performance of each callout. Look at metrics such as click-through rate (CTR), conversion rate, and overall engagement to evaluate which callout is performing best.

Make Data-Driven Decisions: Based on the results of your A/B tests, choose the callouts that are most effective. Continuously test new variations to keep improving your ad performance.

Using Callout Extensions to Highlight Key Selling Points and Promotions

Focus on Unique Selling Points (USPs): Identify the key features that set your business apart from competitors and use callouts to highlight them. For example, if you offer a unique feature like “Custom Orders,” include it in your callouts to attract customers looking for customization options.

Promote Special Offers and Discounts: Callouts are an excellent way to draw attention to special offers, sales, or promotions. For example, “50% Off Spring Sale” or “Limited-Time Offer: Buy One Get One Free” can create a sense of urgency and encourage users to click on your ad.

Highlight Guarantees and Certifications: If you offer a guarantee or certification that builds trust, use callouts to emphasize this. For example, “Certified Organic” or “No-Risk Money-Back Guarantee” can reassure potential customers and make your ad more appealing.

Showcase Customer Service Excellence: If your business is known for exceptional customer service, include callouts that reflect this. Phrases like “24/7 Support” or “Expert Assistance” can help differentiate your business and attract customers who value high-quality service.

Common Mistakes to Avoid

While callout extensions can be very beneficial, there are some common mistakes you should avoid:

Overloading Ads with Callouts While it’s tempting to add as many callouts as possible, too many can make your ad look cluttered. Focus on the most important points.

Using Irrelevant or Generic Callouts Avoid using callouts that don’t add value or are too generic. For example, a callout like “High Quality” is too vague. Instead, specify what makes your product high quality, like “100% Organic Materials.”

Failing to Update Callouts Regularly If you have seasonal promotions or changes in your offerings, make sure to update your callouts accordingly. Outdated information can confuse potential customers and harm your credibility.

How Callout Extensions Improve Ad Performance

Callout extensions can directly enhance your ad performance in several ways:

• Enhanced Visibility: Additional text makes your ad stand out in search results.
• Better Quality Score: Google rewards ads that provide a better user experience, potentially lowering your cost-per-click (CPC).
• Increased Engagement: Informative callouts encourage users to click on your ad.

Key Metrics to Track

Monitor these metrics to measure the success of your Google Ads callout extensions:

• Click-Through Rate (CTR)
• Conversion Rate
• Quality Score
• Impression Share

Examples of Effective Callout Extensions

Here are examples from different industries:

• E-Commerce: “Free Shipping,” “Price Match Guarantee,” “Easy Returns.”
• Services: “Licensed Technicians,” “No Hidden Fees,” “Available 24/7.”
• Software: “Free Trial,” “Cloud-Based Solution,” “99.9% Uptime.”

These examples illustrate how businesses can use callouts to communicate value and attract clicks.

FAQs

Can I use callout extensions with other ad extensions?

Yes, callout extensions can be used alongside other extensions like sitelinks, structured snippets, and location extensions.

How many callout extensions should I include?

Include 4-6 callouts for optimal display and impact.

Do callout extensions affect my ad spend?

No, they do not increase your ad spend. They enhance your ad’s visibility and effectiveness without additional costs.

Can I schedule or target specific audiences with Callout Extensions?

Yes, you can use advanced settings to control when and to whom your callouts are shown. This allows you to tailor messages for different times of day, days of the week, or even specific holidays.

How can I track the performance of my Callout Extensions?

You can monitor the performance of your callouts within your Google Ads account, focusing on metrics like CTR, conversions, and cost per conversion. Regularly analyse this data and experiment with different callout variations to optimise their effectiveness.

Conclusion

Google Ads callout extensions are a simple yet powerful tool to improve your ad performance. They allow you to highlight key features, enhance visibility, and boost engagement without extra costs. By following best practices and avoiding common mistakes, you can create ads that stand out and deliver results.

Start experimenting with callout extensions today to see how they can transform your ad campaigns and help you achieve your advertising goals.