What is it that makes your business standout from the competition? Award-winning? Open 24 hours? Only local ingredients? Free Shipping on All Orders? Whatever it is, Google is giving you a chance to tell the world with the new AdWords Callout Extensions.
Callouts create an additional line of descriptive text underneath your existing ad. A callout must be less than 25 characters but you can create up to four per ad. You can’t use “gimmicky” symbols such as hearts and smiles (Do advertisers really use hearts and smiles on their ads?) and you can’t duplicate callouts – meaning you can’t just write “free shipping” four times.
For general campaigns, Google recommends words such as “special discounts” or “price-matcing.”
The real power is in the ad group level because you can get specific. For example, an ad that links to the designer handbags on your site could include “free wallet with purchase” as a callout. Selling text books for back-to-school? Offer free expedited shipping on that item with a callout.
You can add callouts to existing campaigns, edit on the fly and even schedule them to run only for a short period of time. That means you can be very specific with discounts, special events, giveaways and anything else that has an expiration date.
As we get close to the holidays, you could use callouts for your “delivery by Christmas Eve” cutoff date. That date can be a real deal breaker in the final week leading up to Santa’s arrival. If you’re willing to do expedited shipping, put it in your AdWords ad. It could be the one thing that sets you apart from your competition and wins you the sale.
When crafting your callouts, Google says think bullet points over sentences. Go easy on the capital letters and remember, these words aren’t clickable.
Callouts are free but note they won’t always show up.
Keep in mind that your ads won’t always show callouts. Also, when your ads show callouts, the format that appears could vary. For instance, anywhere from two to four callouts may appear on your ads. AdWords considers several factors when determining if and how many callouts will show with your ad.
If you’re using Google AdWords, there’s nothing to lose by adding in some callouts and there’s plenty to gain, so give it a try.