In Pay Per Click Advertising, Search Engine Marketing

Writing copy for search text ads is not glamours or exciting. It is not a scene out of Mad Men. There isn’t a room filled with a large group of marketers, smoking and drinking whiskey while creating the next big advertising campaign. It is just a person sitting in front of their laptop typing away into an excel doc.

On many occasions it is a frustrated PPC manager outraged because of the character limited imposed by Google AdWords. If only there was a way to add a little more information to help the ad stand out. Luckily, now there is and it is called callout extension.

What are Call Out Extensions

Callout extensions allow you to add extra text to your search ads. You can strengthen your message by highlighting important benefits about your service or product.

There is no reason why you shouldn’t be using them. In any case, below are a few reasons why you should.

  • To promote popular or unique selling points.
  • Ad extensions is a factor in Ad Rank calculation and can help your ads appear in higher positions.
  • Add them at different levels: account, campaign or ad group


Call Out Extensions Requirements

Callout Text Length

The text must be 25 characters or fewer.

Callout Text Duplication

No duplication or repetition of a callout text with other callouts, ad text, or sitelink text within the same ad group, campaign, or at the account-level.

No Keyword Insertion

The keyword insertion feature can’t be used within a callout text.

Creating Call Out Extensions

Callout extension can be created and managed at the account, campaign or ad group level. Head to the ad extension tab and choose callout extensions from the drop down menu.

To create a new extension, click the add extension button followed by the new callout button. Now just write your callout.

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