Google has just released a new extension to Adwords named “Callouts”.
Callouts give you an additional line of text in your ads that appear just above the site links. You can use this space to draw attention to sales, special events, or anything that may differentiate your organization from your competition like free shipping or 24/7 tech support. You can even use them in conjunction with other ad formats.
Callouts are limited to 25 characters and you can have up to four appear on any ad.
There are two main benefits that I see from using Callouts:
- You don’t have to waste sitelinks. In the past, I’ve used sitelinks to show benefits like free shipping, which meant I would have to build a “free shipping” landing page or direct the link to the not-so-exciting shipping page. Now those sitelinks are freed up to promote categories, products or services.
- Ability to switch out special promotions. I worked with a company that constantly had promotions. Changing out promotions meant switching the ads. I believe in constantly a/b testing my ads, so changing the ads would wipe out our data. Now you can change a Callout without losing data.
The downside, in my opinion, is the Callouts don’t stand out. The ad has the large blue hypertext headline and the blue site links that grab the attention of the user. The Callouts are small black text in between that blend in.
Do Callouts Work?
Google included this quote from one of their beta test customers:
The use of callout extensions has meant we’ve been able to let our customers know how much more our hotels have to offer than just rooms. Spas, restaurants and meeting facilities are just a few of the attractive options our hotels have to offer, which may not be seen through a traditional revenue driving campaign. In just one month after implementing callout extensions, we’ve seen a 9% increase in conversion rate. – James Harrower, Senior Search Manager, Hilton Worldwide
When Can I Get Callouts for My Adwords Account?
Google is rolling out the Callouts feature now and they should already be available to many advertisers.
As always, test to make sure Callouts are right for you!