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Callout Extensions: Google's Latest Extension

Posted on 9.15.2014

:: By Bruce Gibbs, YP ::

Google has been on a roll as of late, making big changes to AdWords. One of the latest changes advertisers can see when they log into their AdWords accounts is what Google has named "callout extensions." Hot on the heels of extensions such as review extensions and dynamic sitelinks, callout extensions can show additional text with an AdWords ad. This additional text can highlight information about a business such as free shipping, emergency hours or a particular sale.

A Google blog post shows the example ad below with callout extensions highlighted.

Like other AdWords extensions, businesses can add callout extensions from the Ad Extensions tab. Callouts can be added at the account, campaign or ad group level. Callouts are limited to 25 characters, allowing businesses to have up to four callouts that can show within an ad.

Advertisers can schedule a callout to run during a specific date range, and they can also schedule a callout to run during a time range, similar to ad scheduling.

(Example of scheduling a callout extension)

In order for callouts to be eligible to run, users have to select a minimum of two callouts per account, campaign or ad group. Users can have a maximum of four callouts per level.

By default, callout extensions show on all devices but advertisers can also create callouts optimized for mobile to display on mobile devices.

When an ad is edited in AdWords, that ad’s performance history is reset to zero. According to Google, AdWords users can edit their callouts without worrying about resetting the callout’s data statistics. 

Like other AdWords extensions, callouts may not show with all your ads. AdWords can show extensions based on several factors such as:

Ad position

Ad rank


Keyword quality

Callout impressions can also be based on what other extensions currently being used ads. 

Callouts can allow advertisers to freshen up their ad copy. It can also give them an opportunity to give potential customers additional information about their product or service. Is this a win/win for customers and advertisers? According to James Harrower, senior search manager, Hilton Worldwide, they saw a 9 percent increase in conversion rate in just one month of using callout extensions. Here’s hoping you will also see an increase in conversions when you implement callout extensions.

Bruce Gibbs is a manager of SEM for YP, a multi-billion dollar business operating the largest local ad platform in the United States.

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