Adding callout extensions to SEM ads is a great way to highlight additional information about an advertiser’s business, product or service. But that’s not the only reason they’re valuable. Here are additional benefits to SEM campaigns for advertisers who take full advantage of these new extensions.
Adding callout extensions increases ad size.
Callouts are typically added as an additional line below the ad, which increases its overall footprint. This not only helps an ad stand out on the page, but brings attention to the bulleted selling points as well.
Callout extensions are customizable for each segment.
Not only are multiple segments important for increased relevancy, but each segment’s callout extensions (and site-link extensions) can have a customized list of benefits.
Callout extensions can increase performance.
By increasing ad size and making it stand out, you have also made it a larger target to click, and as a result, this may increase click-through rate. This can help the ad’s quality score and ad rank, helping to reduce the overall cost per click.
Callout extensions make ads more favorable.
If you’re taking advantage of all possible extensions in a campaign (location, phone, site links, and callouts), it is assumed Google will favor your ads over ads that are not using all possible extensions, therefore improving your ad position.
Here are some important best practices to keep in mind when creating callout extensions:
- Keep each callout short and concise. There is a maximum length of 25 characters; however, Google recommends keeping callouts to 12-15 characters.
- Use “Sentence case” instead of “Proper Case.”
- Do not use special characters. This includes exclamation points and “gimmicky” characters that violate Google’s editorial standards.
- Avoid repeat words. Google may not approve callouts with duplicate words (e.g., “Quality Support,” “Quality Service”).
- A minimum of two callouts is required, but no more than four callouts are allowed.