Callout extensions (or assets) are words or phrases that appear below an ad’s description text. They allow ads to include additional information about a business’ products or services. 

What Are Callout Extensions? 

Launched by Google back in 2014, Callout extensions are the ideal addition to an ad if you want to advertise additional information  about products or services that your business offers. For example, your business may offer “24/7 service” or “Free shipping. These are important USPs and can help draw further attention to your ad. You can think of callouts as “unclickable sitelinks”

Callouts are vital to improve the quality of an ad, they increase the effectiveness as they provide additional, critical information that can give you an edge over your competitors. Secondly, this extra information and detail within the ads can increase your click-through rate and finally, the inclusion of callout extensions can increase the ad quality and ad score according to Google’s algorithm. 

What Do Callout Extensions Look Like? 

Callouts are small snippets of text, up to 25 characters each, that feature alongside (just underneath) your ad text. You can show a minimum of 2 and a maximum of 10 at any time – depending on the spacing, browser and device that you’re using, Google will decide when to show them, which callouts to serve and how many. 

Furthermore, you can schedule when to show your callout extensions by deciding a start date, end date, what days and what times of the day you want these to serve. 

Callout Extensions Example

How Do You Add Callout Extensions in Google Ads?

  1. Log in to your Google Ads account.
  2. Navigate to the ‘Ads & assets’ tab on the left-hand side, and click on ‘Assets’. 
  3. Click on the blue ‘+’ button and select ‘Callout’. 
  4. Choose whether you want to add the extension at the account, campaign or ad group level. 
  5. Add as many callout snippets (each containing up to 25 characters) as you require.
  6. If required, under ‘Advanced options’, you can choose when you want the start and end date to be, and decide on the hours of the day that you’d like the extension to show. 
  7. Review your callout extension and press ‘Save’ to add it to the selected account, campaign or ad group. 

Benefits of Using Callout Extensions

There are a number of benefits of including callout extensions – 

  1. Highlighting Product Features: You can easily and effectively promote popular or unique selling points.
  2. Improved Ad Positioning: Using extensions is an Ad Rank calculation factor and can help your ads to appear in higher positions.
  3. Versatile Placement Options: You can add them at account, campaign or ad group level to highlight more specific information.
  4. Hassle-free Editing: You can easily edit the callout assets without having to edit each ad.
  5. Customisable Scheduling: You can choose the specific ad schedule (dates, days of the week and time of the day) for your callout to display with your ads.

Dynamic Callout Extensions

Dynamic callout extensions are additional text assets that show automatically alongside your search ads that help users instantly find out more about your products or services. Like Dynamic Structured Snippets, they require no setup and give Google more opportunities to show assets with your ads. Dynamic callouts use potentially useful information taken from your landing page and automatically show this information within an ad. Some examples include; “25 years of experience” or “Book online”, if your site mentions either of these. Additionally, these dynamic callout extensions may serve alongside manually created callouts. 

If you’re looking for any further advice on how you can best use Ad Extensions across your Google ads account, reach out to our expert team. We’re here to help and ensure you make the most of your advertising efforts!