With regular Google text ads, you only have 30 characters to get your message across. Now, you can add more text to your ads to highlight product and service offerings like free shipping, price matching, and 24/7 customer service. That’s thanks to a new feature called Callout extensions.


So what are Google Ads Callout extensions, how do they work, and why do you need them? Learn more below.

What Are Callout Extensions In Google Ads?

Introduced in December 2022, Callout extensions are a Google Ads feature that let you add descriptive text to your ads. You can now include an additional line of text below your main ad text to highlight product and service features (or “callouts”) that you want search users to know about.


For example, you can list product selling points, discounts, service offerings, and other information that might result in more click-throughs to your website from Google’s search pages. You’re essentially adding context to your ads so potential customers can learn a little more about you. 


The good news is that you can add Callout extensions to your search and display ads for no additional cost. However, there’s no guarantee they will show for all search users. That’s because Google determines the order of each callout, its length, and how it performs before it appears in your ads. 

Think of Callouts as links that customers click on your website to learn more about product and service features. However, Callout extensions don’t have URLs attached to them. 

Why Use Callout Extensions? Benefits

Callout extensions offer many benefits that can increase revenue and sales. Here are just some of them:


Increase CTR

When search users see additional information about your brand in a Google ad, they are more likely to click on it. Google Ads Callout extensions, therefore, can improve your click-through rate (CTR) and drive traffic to your website. 


Highlight major product selling points

With an additional line of text in your Google ads, customers can learn about features that differentiate your product from others on the market. For example, you can include phrases like “FDA approved” and “lifetime warranty” in your ad and encourage more people to click on it. 


Stand out from competitors

In a crowded marketplace, you need to differentiate your service offerings from your competition. Google Callout extensions help you showcase the best aspects of your business so you can beat your rivals and dominate your market. 


Emphasize your product’s value

Thirty characters isn’t a lot to highlight the value your product brings to customers. However, an additional line of text might help you explain how your product fulfills customer needs and is worth the investment. 


Target customers on mobile

Google offers callouts optimized for mobile devices, helping you convert potential customers on smartphones and tablets. Alternatively, you can prevent callouts from appearing on certain devices. 

Best Callout Extensions: Effective Examples

The best Callout extensions are short and simple, emphasizing the unique features of your product or service. They tell search users what they can expect from your brand before visiting your website.


The callouts you include in your Google ad can be industry-specific. For example, terms like “free trial,” “cancel anytime,” and “easy to install” are great Google Ads Callout extensions examples if you sell software. “High-quality materials,” “made in the USA,” and “free shipping” are some of the best Callout extension examples if you sell clothes or footwear. 


So what’s an example of an effective callout extension if you want to emphasize a particular service offering, such as 24-hour customer service? “Live chat” is a good call out text example, as is “local support reps” and “fast responses.”

How To Add Callout Extension In Google Ads

As previously mentioned, Callout extensions are available at no additional cost because they don’t include any links. You can add these ad extensions by signing into your Google Ads account, clicking “Ads and assets” in the left-hand menu, and then clicking “Assets.” From here, click on the plus button, and click “Callout.” You can choose the level at which you want to add a callout in the “Add to” dropdown menu. (You can select between the account, campaign, or ad group level.) Click “Save” to finish up the process. 

Final Word About Google Ads Callout Extensions

Instead of describing your business in just 30 characters in a Google ad, you can now add an additional line of text that showcases your product and service offerings to the world. Google Ads Callout extensions can increase CTR, highlight product features, emphasize your product’s value, target customers on mobile, and help you stand out from the crowd. 


Want to get more value from Google Ads? Symphonic is a full-service digital marketing company that can improve your ad campaigns and generate more traffic to your pages. Start by requesting an audit now!