The Do’s and Don’t Do of AdWords Callout Extensions

Callout Extensions are an important component of google AdWords where businesses can let users know about special services they offer which set them apart from the competition. It is a non-clickable addition to the listing, if you aren’t using callout extensions, you are still paying for this space that just simply isn’t being used.

Callout Extensions can be implemented at account, campaign, or ad group level. To get started you are advised to sign in and open your AdWords account. Look at your campaigns tab and then click on “Ad Extensions” to the campaign where you want to make this addition. You are recommended to fill 3-4 callout extensions. Remember that AdWords use several factors to determine how many callouts will actually show at any given time.

Listed below are some best practices of using call extensions:

Do: Highlight Services you Offer

Do you offer free shipping? 24/7 customer service? Price matching? These kinds of services that are exactly what you want to highlight in callout extensions. People love to know that when they choose a business, they are going to be getting some benefit with you that they won’t get from someone else.

Do: Create Multiple Callout Extensions

One thing that really helps for optimizing callout extensions is to create four or more extensions for each campaign. The more that AdWords has to work with, the more optimized your ads are going to be.

Do: Be Unique & Creative

There are a ton of callout extension “lists” online that can help to get you started, but you really want to choose something that is original and eye-grabbing. Try to think of things that other businesses may not necessarily have when stacked up against you.

Don’t: Go Overboard on Characters

The limit for characters on callout extensions is 25, but I would recommend only using 12-15 characters for each callout extension that you add. When you go overboard on this you limit the chances that 3 extensions are actually going to fit nicely side by side.

Don’t: Use Title Casing

Studies have shown that it is actually more effective to only capitalize the first word of the phrase in Google AdWords callout extensions. This is because it is easier for people to read three side-by-side, and it puts more emphasis on each individual phrase.

Below are a list of callout extensions that could be useful.

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