Insights on Adwords Callout Extensions
Google's recent (early Sept. '14) introduction of callout extensions provides advertisers a powerful opportunity to present information to users during the purchase decisions.
Callout Extensions are, essentially, additional text that advertisers can opt to show with their Google search ads, highlighting information about products and services that could prove useful to consumers. In addition to providing a better experience for users, another important reason to consider using callout extensions is that they can influence Ad Rank (Google's system for ordering ads on search results pages). AdRank was previously calculated using the max CPC bid and the Quality score, but an update last year (October, 2013) added another component - the "expected impact" from ad extensions and formats.
Google suggested that callouts can be used effectively in combination with other ad formats. For example, advertisers using sitelinks or call extensions can highlight a specific discount or highlight their around-the-clock telephone support.
“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," said James Harrower, Senior Search Manager, Hilton Worldwide. 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.
Callouts can be created, managed, and scheduled from the Ad extensions tab in advertisers Adwords accounts. Callouts can be added at the account, campaign, or ad group level. Google indicated that callouts are limited to 25 characters but up to four can be shown with an individual ad.