BLOG-calloutsLast month Google announced callout extensions, a new type of ad extension in AdWords. The callout ad extension allows advertisers to include additional text that provides details about their website, before potential customers even click an ad. Businesses can draw attention to specific products and services they offer, such as free shipping, price matching or anything else that might make them stand out from competitors. Callouts appear below text ads and can also be shown with other ad extensions.

Google requires a minimum of two callout extensions per account, campaign or ad group. However, they do suggest creating four callouts per level to ensure as many callouts as possible are available to show with the ad.

With a little PPC management, callout extensions are updated very easily. For example, you can keep your special offers and sales current without having to create or edit text ads. And unlike text ads, if you edit callouts, you won’t reset any of the performance statistics!

Comprehensive reports allow you to see the number of clicks on your ad when the callouts appeared at the campaign, ad group or ad levels. They can also be scheduled, allowing you to select the day or time callouts show. The reporting and scheduling features are available from the Ad extensions tab.

There are some best practices to keep in mind. Google has discovered that ads using sentence capitalization perform better than those with title capitalization. For example: “Free shipping” vs. “Free Shipping”. In addition, callouts may have a maximum of 25 characters, but Google recommends keeping text short, using a maximum of 12-15 characters. Callouts should be like a bullet point, using specific details to help customers decide whether or not your website is the one they are looking for.

Callouts started rolling out September 3rd, and should now be available to all AdWords accounts. Take advantage of this valuable, additional ad real estate.