Ad extensions are very helpful for people trying to find your website, or are searching for a site within the scope of yours. Ad extensions provide the ability to customize additional elements of your ad outside of specific page links.
Though sitelink extensions are the most popular form of ad extensions, they should not be the only ad extension used. Specifically, callout extensions can be quite helpful in conveying a small message to the ad’s viewer. A callout extension shows a specific callout message that you want to convey, such as specials, or features of your business that make you great. Remember, the goal is to help drive people to your site. One idea would be to use a callout that brings in regular customers or customers from your other advertising media. One other nice feature of callout extensions is that they do not need their own landing pages as sitelinks do. This makes for an easier set up of ads right out the gate for your new campaign, or if you have limited resources for landing page creation.
As seen in the above example, callout extensions are in place saying ‘Free shipping’, ’24-7 customer service’ and ‘Price matching’. Not only do these three callouts provide incentives for someone looking at your ad to click through, they also allow for more description for your ad. Currently there can only be 35 characters per the two allotted lines of a text ad in AdWords. Throwing in promotional callouts allows for a more descriptive and keyword-centric ad, as they show up at the bottom and do not count against the main text’s character count.
The key here is to use callouts in a way that works best for your customers. They can be scheduled to show up at different times of the day, or to be mobile-specific. Some callouts could be used to highlight inventory, such as ‘Stereos, TVs & More’ or promotional callouts such as ‘New Deals Every Day’.
Callout extensions were recently added to one of our client’s ad groups in AdWords. Two of the new extensions were served up with the ads for multiple conversions over the last two months, where the data points to there being fewer conversions. It also shows a lower cost/conversion when these are present as opposed to the whole ad group statistics. In this case, one callout was used to describe the product further, and another was used as an extra a call-to-action. They may not lead directly to a page on your site, but they can contain other important keywords and actions.
Looking to implement callout extensions on for your ad groups or PPC campaigns? Watch this video for helpful tips from the friendly people at AdWords.
Want some help setting up your PPC campaign with callout extensions, or looking to improve your paid advertising results through AdWords? I just might know someone who can help.