What are callout extensions?

Callout extensions are additional snippets of text that advertisers can add to their Google Ads campaigns to highlight specific features, benefits, or offers related to their products or services. These extensions appear below the ad description and can provide valuable information to potential customers, helping to differentiate the ad and increase engagement. Here's a detailed overview of callout extensions and how they can be used effectively:

### Key Features of Callout Extensions:

1. **Text Highlights**:
   - Callout extensions allow advertisers to include short snippets of text (up to 25 characters per callout) that highlight unique selling points, features, or benefits of their offerings.
   - Examples include "Free Shipping", "24/7 Customer Support", "Certified Products", "Family-Owned Business", etc.

2. **Non-clickable**:
   - Unlike other ad extensions such as sitelink extensions, callout extensions are non-clickable. They appear as additional text below the ad and are not hyperlinked to specific landing pages.
   - They are intended to provide supplemental information and enhance the ad's relevance and attractiveness.

3. **Enhanced Ad Visibility**:
   - Callout extensions help expand the ad space by providing additional details about the business, products, or services.
   - They can increase the visibility of the ad and make it more compelling for users to click, as they provide specific reasons why the ad is relevant to their search.

4. **Flexibility and Customization**:
   - Advertisers have flexibility in creating callout extensions that best showcase their unique offerings.
   - Multiple callout extensions can be created per ad group, allowing for customization based on different products or promotional messages.

5. **Campaign-Level and Ad Group-Level**:
   - Callout extensions can be applied at both the campaign level and the ad group level in Google Ads.
   - Campaign-level callouts apply to all ads within a campaign, while ad group-level callouts are specific to ads within a particular ad group.

6. **Performance Insights**:
   - Google Ads provides performance metrics for callout extensions, such as click-through rate (CTR) and conversion rate.
   - Advertisers can analyze these metrics to assess the effectiveness of callout extensions and optimize them for better performance.

### How to Use Callout Extensions Effectively:

1. **Highlight Key Features or Benefits**:
   - Identify and emphasize the most compelling features or benefits of your products or services that differentiate your business from competitors.
   - Examples include free shipping, price matching, product warranties, etc.

2. **Be Specific and Relevant**:
   - Use clear and concise language in your callout extensions to ensure they resonate with your target audience.
   - Tailor callouts to match the searcher's intent and address their potential concerns or needs.

3. **Update Seasonally or Promotionally**:
   - Utilize callout extensions to promote seasonal offers, sales, or limited-time discounts.
   - Update callouts regularly to align with current promotions or marketing initiatives.

4. **Monitor Performance and Test Variations**:
   - Regularly review the performance of callout extensions using Google Ads reporting tools.
   - Test different variations of callouts to determine which messages resonate best with your audience and drive higher engagement.

5. **Align with Ad Copy and Landing Pages**:
   - Ensure that the messaging in your callout extensions aligns with the ad copy and the content on your landing pages.
   - Consistency in messaging improves user experience and increases the likelihood of conversions.

By incorporating callout extensions into your Google Ads campaigns strategically, you can enhance the visibility and effectiveness of your ads, provide additional value to potential customers, and ultimately improve campaign performance and ROI.