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Google Offers More Text In Search Ads With “Callout” Ad Extension | DrivingSales News

Google Offers More Text In Search Ads With “Callout” Ad Extension

September 9, 2014 0 Comments

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Google has announced the launch of callouts, a new ad extension in AdWords that provides advertisers with the ability to show off unique offers and the benefits of their sites, products and services with an additional line of text in their ads.

Callouts can be used by marketers in a wide variety of ways, such as to promote free shipping, 24-hour customer service and price matching as well as promoting deals, sales and any other special types of offers that will help the ad stand out from the pack, thereby increasing click-through rates. Callouts appear directly below the standard ad copy and can be displayed along with other ad formats such as ratings, reviews and call extensions.

While there are many similarities to be found between callouts and site links, the major difference is that callouts are not actual links. This is beneficial in that a separate landing page isn’t required, providing advertisers with significant flexibility in messaging and means any size site could take advantage of this tool.

Callouts can be set up and edited at the campaign or ad group level without the need to create new ads. Additionally, the data is retained even after edits are made. As with sitelinks, there is a 25 character limit for each and up to four can display. Advertisers can choose to customize callouts for mobile devices as well as scheduling them by the time of day and the day of the week. Callouts reporting displays the number of clicks on an ad when callouts appears at the campaign, ad group and ad levels.

Google’s support documentation describes “a few reasons to consider adding callouts to your ads:

  • Highlight or summarize your business offering: Promote popular or unique aspects of your business.
  • Minimize work and update callouts easily: You don’t need to make new text ads or edit them to include callouts. You can change your callout text whenever you want, keeping your ads up-to-date with sales and special offers.
  • Flexibility: You can add callouts at the account, campaign or ad group levels, allowing you to include both generic or detailed information within your ads.
  • Detailed reporting: Find out how many clicks occurred on your ad when callouts appeared and compare your summary callout statistics at the campaign, ad group, or ad levels. You can also segment your statistics using “Top vs. Other” to see where ads with callouts were shown above organic Google search results.
  • Data retention:Â Edit your callouts without resetting their performance statistics.
  • Customized callouts for mobile:Â Create mobile-optimized callouts to show on mobile devices, or disable specific callouts on the devices you choose.
  • Scheduling with start and end dates: Specify the dates, days of the week, or times of day your callouts are eligible to show.”

You must set up a minimum of two callouts at each level from the Ad extensions tab, however, Google recommends that the best results will come from setting up four callouts at the account, campaign and ad group levels, ensuring that as many callouts as possible are available to display with an ad. Google explains that, “The order of your callouts, their length, and how they perform factor into how many callouts appear, and whether a callout will show for your ad.”

About the Author:

The DrivingSales News team is dedicated to breaking the relevant and the tough stories affecting car dealers. Have questions for DrivingSales News? Reach the team at news@drivingsales.com.

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