Transcript:
Hey everyone, it’s Nick with Growmeo. In this video, I’m going to cover what Google Ads callout extensions are, why you should use them, and how to add them to your ads.
Let’s get started.
So, what are callout extensions?
They are bits of additional text you can add to your ads. They’re non-clickable, meaning you can’t click on them and be taken to a landing page. Sitelinks allow you to do that, but callouts are just additional text. Advertisers typically use them to add additional context or to provide unique selling points and to help entice people to click on their ads. You can think of them like many bullet points.
In the example you can see right now are some callouts. They are surrounded by the blue boxes. The callouts appear right after the description section of your ads. Now, a best practice for callouts is to use benefit driven phrases. There is a limit of 25 characters for the callout. So, you might need to get a little bit creative with your wording.
Additionally, you want to create at least four callouts for your ads. It’s perfectly fine to create more, but a general rule of thumb is to create at least four. And then one last note before I go over the benefits of using callouts. Google determines when to show your callouts and what callouts get shown. Unfortunately, we don’t have any control over that. All we can do is create the callouts.
So, why should you use callout extensions or callout assets as they’re sometimes called? What are the benefits?
What Are The Benefits Of Callouts?
First, callouts provide additional information that might be compelling to people. Um, things that are compelling about your business, for example. You can also use them as a differentiator to highlight differences between you and your competitors and they also take up more space which visibly can be more appealing to people.
You know, if you can have four, five, six callouts shown, it is a it’s an additional line of text in your ads that takes up just a bit more space and also makes your ads potentially look different from other advertisers who don’t have callouts or a callout wasn’t shown at that particular time. And then finally, click-through rates. That’s kind of the big one.
This additional text can help increase click-through rates, and that has a host of obvious benefits. You want to obviously drive more people to your website and adding callouts can help increase click-through rates. So, there’s really no good reason not to use callouts. It’s a best practice and you absolutely need to use callouts in your ads and I’ll show you exactly how to do that next.
How To Add Callouts In Google Ads
Okay, so here we are looking at some callouts. How the heck did we get here?
If you go to your left nav, you can see under assets, there is an assets section. And then over to your right, you’ll see callouts. And if you click on that, you’ll be taken to the screen that you’re seeing right now. And what you can see are a list of callouts. Money back guarantee, 24-hour emergency service, fast and reliable service. These are all callouts. And these are callouts at the account level. And you can tell that by this second column right here. You see the word account.
Add Callouts At Account, Campaign & Ad Group Levels
You can add callouts at the account level, the campaign level, or the ad group level. Let me show you how to do that. The blue button right here, you want to click that. And here’s where you can add new callouts. It is currently set up to add at the account level. So any callout that I would add right now would be added at the account level.
Let’s do a test free estimates. If I were to save this right now, that free estimates, let’s spell that correctly. That free estimates callout will be at the account level. But let’s say you want to isolate this to a single campaign. Click on campaign and then you’ll be shown a list of all your campaigns. Select the one that you want to add the callout to. Click done. And now this free estimates callout will be restricted to only the branding campaign.
Let’s say you want to restrict that further. Click the ad group. Click the campaign. It will show you all the different ad groups. In this particular one, there’s only one. Select the ad group. Click done. And now the callout is going to be at the ad group level. And once you’re done, click save.
Callout Advanced Settings
There is an additional feature.
Let’s say you wanted to have specific callouts that are only going to run for a period of time. If you go under advanced options, and oftentimes you might do this for a sale, maybe you’re promoting a sale. Scroll down under advanced options, you can select the date you want the callout to start running and the date you want to stop. And then after this date, Google will stop showing your callout. And you could even get more granular. And you could choose specific days, Monday through Friday. This is running 24 hours a day.
Or you could even change the time that you want it to run. As an example, me pick 1:15 to 11:30 a.m. or excuse me, 1:15 a.m. to 11:30 a.m. to run this free estimates callout for these dates. And again, to to verify if you want to verify that you’ve u added a callout at the appropriate level, take a look at this level or this column, excuse me, right here. any anything that was done at the campaign level instead of the word account, you’ll see campaign.
And if you want to add one at the ad group level, look there and you will see the word ad group.
And that is how you add callout extensions to your Google Ads accounts. Thanks for watching.
