Adding Extensions to Your Ads
AdWords callouts are one of many different Ad Extensions that can boost your digital ad performance. A callout is a 25-character line of descriptive text that goes below your ad. They can come in several different flavors depending on what your business does. The main idea behind callout is to add a little bit more context to the information in your ad… and thus increase clicks.
A Free Bonus
The main point of an AdWords callout is to further explain what you do. If there’s anything that you can’t fit into the ad text, then here’s the place to put it. Use the extra characters to further define, or give more specific detail, about what you do.
One extra bonus of using a callout is that copyright issues aren’t deemed as important as they are in Ad Text. So, if you are a reseller and have trouble putting Nike or Apple in your ads, you can mention the brand name or product name in your AdWords callout instead.
The good news is that you don’t just create one callout. You can create as many different ones as you want and they will rotate. We recommend you create at least four, and turn them all on. This will give you enough information to A/B test and work out which ones work best for your campaigns.
Calling All AdWords Callouts
Keep your callouts short and sweet. Research has shown that using all of the 25 characters isn’t the best way to write an Adwords callout. Filling the line can make the text look crowded. It’s better to keep them shorter, around the 15 character mark if possible. Another thing to avoid doing is Capitalizing Every Word In The Extension. While this is normal when writing ad text, in callouts it has been shown to have a negative effect on CTRs.
Another benefit of running callouts is that they contribute to your quality score. The added text will help improve your ad relevance and obviously give the searcher more information about your service. Which, in turn, will hopefully improve your number of conversions.
What’s the most unusual Adwords callout have you seen?
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