Yesterday, the search engine giant Google announced a new ad extension in AdWords named “callouts”. It allows advertisers to display unique offers and benefits of their websites, services and products with an extra line of text in the ads.
Marketing experts can use callouts to promote free shipping, 24×7 customer service and highlight price matching. It can also be used for promoting sale, deals, and other special offers that can help your ad stand out from the crowd and increase CTR.
Callouts appear below the standard ad copy and can be displayed with other ad formats like reviews, rating and call extensions. There are several similarities between callouts and sitelinks. The only two major differences are that callouts are not really links and callouts can also be set up at the account level.
Callouts can be customized for the mobile devices and schedule can be fixed by time of the day and day of the week. The character limit for callouts is 25. Callout reporting reveals number of clicks on an ad when callouts appear at ad, ad group and campaign levels.
Advertisers can set up minimum two callouts at each level from the Ad extensions tab, but Google suggests that four callouts should be set up at the ad group, campaign and account levels. By doing this, you can make sure that maximum number of callouts are available for an ad.