What are the benefits of AdWords Callout Extensions?
AdWords Callout Extensions
Some good long-tail keywords, a relevant landing page, and a decent max. CPC – if only getting the number one spot was that easy. Your quality score is influenced by a number of factors, and some are easier to sway than others.
Just a couple of spots along from Keywords on your Campaign page is the Ad extensions tab, a key feature in improving your all-important Ad Score. You have a variety of extensions to choose from (and if you haven’t set up a phone number, get on it), but there is one, in particular, that can give your ad a welcome boost: AdWords Callout Extensions.
Like a loud-hailer for your USPs, AdWords Callout Extensions offer a punchy way to show off why your ad should get that golden click. These are an ideal spot to show how you beat the competition. Offer free shipping? Perfect. 24-7 Customer Support? Use it
What you need to know about AdWords Callout Extensions:
- Despite a 25 character limit for each Callout, Google recommends using 12-15, so keep them snappy.
- They only apply to “Search Network Only” and “Search Network and Display Select” campaigns.
- Don’t repeat text from Account, Campaign or Ad Group level in your Callouts. Got “Free Shipping” as an Ad Group? It might have more impact as an Adwords Callout Extension.
- Use a minimum of 2 per account (any less and they won’t appear), but at least 3 is better.
- Make the most of the date and time ranges – Christmas offers, weekend deals or next day delivery before 3pm can all be specifically set to appear at the appropriate times.
- Don’t use gimmicky symbols (like “♡”), your ad just won’t be approved.
- Google analysts suggest that sentence case gets better performance title case i.e. “100% silk” rather than “100% Silk”.
- There’s no cost to put them on your account – You only get charged as usual per click on your ad.
What you stand to gain from AdWords Callout Extensions:
- Extra free ad space – Never anything to be sniffed at.
- An improved Ad Score – Google assesses the expected impact your Callout will have on the customer and takes it into account with your score, a sure fire way to lower your CPC. This can be the difference between you and your main competitor taking that top spot.
- Stand out from the competition – Your USPs are there for all to see.
- Flexibility – Callouts are editable at any time, ready for that new offer as soon as it’s ready to roll out without having to edit the entire ad.
- Mobile Optimisation – Enable or disable certain Callouts as needed for mobile users.
- More reporting data – You can know how many clicks you received both with and without your Callouts – Yet more valuable data to optimise your campaign.
So what are you waiting for? Fire up your AdWords account now and get those Callouts working in your favour.