Callouts : a Newly Born Feature in AdWords.

On September 03, 2014, Google AdWords printed a birth certificate to a newly born feature named ”Callouts extension”. An update designed to furnish the AdWords platform with another tool to help advertisers market their products and services more efficiently.

So what are Callouts? What is this feature for ? how do Callouts work? What you should know about this tool?  Let’s dive in to answer those questions.

What Are Callouts in AdWords?

Recently, AdWords platform has witnessed retiring of some features and at the some times adding some others. Callout ad extension has been officially confirmed to be on duty as of yesterday and will be accessible of all advertisers in the coming days.

Callouts extension is an extra ad text shown on Google Search to pick out and emphasize certain important information about what’s your business offers. Callouts are a good candidate to feature some key strengths that a company has under its belt, for example:  24/7 Customer service, Live chats, Free shipping, Buy 1-get-2, 365-days return, No contract.

Callout extentions give an opportunity to the customers to have key information before they try your ad. In other words, this feature will enable marketers to capture the eyeballs of potential client to choose the promoted business services or products.

How Do Callouts Work?

Callouts extension come in today with the introduction of Ad extension months ago. So, if you want to use Callouts you should be going to Ad Extension tab. If you worked already with other extensions like Site-links, you are going to find creating Callouts so simple.

If you are seeking how to set up Callouts, please read on:

   Callouts in Campaign Level:

Choose a campaign >> click on Ad Extension Tab >> choose from the View drop-down menu Callout Extensions >> click Edit next to Callout settings. Then you can add new one or can select to use an existing callouts. Hit save. Bear in mind, you can see the option to select devices. Do you want your callouts to show on Mobiles only or Desktop and tables only? Save your preferences when you’re done.

Congratulations, you have just created Callouts on Campaign level!

   Callouts in Ad Group Level:

This goes almost the same way described above. The only thing you need is you should select an Ad group to enable Callout for this specific Ad group.

Keep in mind that Ad extension tab is where you can administer, schedule and report on the activities of Callouts. Some good benefits of this feature are

• Callout ad extension can be added on many levels: account, campaign or ad group levels. You are in control. ( Just be aware of overriding or order rules )
• Callouts can be scheduled to meet your business objective.( set Time, Days, and Days as needed)
• Callout ad extention can be edited on the fly. This means you can reset them without ruining their statistics
• Callout feature gather all what you need to know about how well they are performing.

What You Should Know About Callouts?

1 – Callout ad extension feature works with ”Search Network with Display Select” and ”Search Network only”. 

2 –  Callouts are now being used in AdRank calculations. (Before only CPC and Quality Score).

3 – Adwords Callout extension has character limitations: 25 characters in most languages and 12 characters in double-width languages like in the case of Chinese or Japanese.

4 – Callouts are not available for WAP phones.

5 –  Your ad on Google can display from two to four Callouts.

6 –  Make short texts when drafting Callouts Texts. Recommended 12-15 characters.

7 – Be in the point and specific as much as you can.

8 – For better results, capitalize the first character of words included in Callout.

9 – Note this feature is working well hand in hand with Sitelinks.

10 – Callouts are not hyperlinks, i.e not clickable texts. No cost incur adding callouts ad extension. (Sound a good news!!)

Overview:

Callouts seem a great update that can fade away the frustration felt of applying Close Variants Matching for all exact and phrase keywords . This feature will create – for sure another – more reasons for customers to click on ads. Consequently, it will help in scoring higher Clickthrough rate (CTR). If used properly, it will generate another outstanding buzz to the businesses.

What your point of view regarding Callouts in AdWords? Do you think it will help you to achieve your marketing goals? Please share you opinions or feedbacks on the below comment section.

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