Google Ads Callout Extensions

Before we start, an update: in 2022 Google Ads renamed ad extensions to assets. The name changed, not how they work. The old callout extension is now the callout asset, or simply callout, which is what we will call it here.

• What are callouts?
• How do I set up callouts in my ads?
• Tip #1: Get straight to the point
• Tip #2: Explore the different setup levels
• Tip #3: Improve continuously

What are callouts?

They are short phrases that usually express some commercial advantage for the customer. Whether an authority claim or a brand differentiator, they deserve special attention.

If your company offers free shipping, for example, it is worth highlighting that with this asset.

Besides emphasizing your business's differentiators, callouts also make the ad more complete, increasing its relevance.

Take the following example:

An ad can show up to 10 callouts, depending on available space, the device, and the length of each one.

That does not mean you should limit yourself to writing only 4 or 5 of them, though.

That is because Google rotates these phrases across impressions, prioritizing the ones that perform best. You can add callouts at each structure level: Account, Campaign, or Ad Group.

So we recommend creating several callouts to allow for this natural system optimization. It also gives you the data for continuously improving your phrases.

How do I set up callouts in my ads?

#1 - Sign in to your Google Ads account;
#2 - In the “Campaigns” menu on the left, click “Assets”;

#3 - Click the (+) button and select “Callout”;

#4 - In the “Add to” menu, choose the level where you want to add your callout(s): Account, Campaign, or Ad Group;

#5 - Write your callouts (25-character limit) and click “Save”

#6 - Optionally, under “Advanced options”, add a Start date and an End date

This is the case for limited-time promotions, where the commercial advantage has an expiration date or specific hours. Although the promotion asset is a better fit for such situations.

And of course, here are a few tips for creating and setting up your callouts:

Tip #1: Get straight to the point

Since each callout is limited to 25 characters, you need to get your message across clearly and concisely. With shorter texts, more callouts can be displayed in your ads.

Think of a callout as a bullet point, not a full sentence. For example, “10 Interest-Free Payments” instead of “Split Your Purchase into 10 Interest-Free Payments”.

Also, favor phrases that give customers specific information, so they can be sure you offer what they are looking for.

For example, “Up to 14 km per liter” instead of “Great fuel economy”.

If you are unsure how the whole set will look, you can build a preview in the Google Ads ad previewer before publishing.

Tip #2: Explore the different setup levels

Say your business has different product/service categories or service regions, for example. In that case, it makes sense to structure your account accordingly and use specific callouts, making the ads more relevant.

If the business has a simpler structure, though, set them up at the Account level. That ensures they can show with any ad.

Tip #3: Improve continuously

With the Google Ads performance report, you can check which callouts get the best results. You can analyze which one has the lowest Cost per Acquisition (CPA), the highest click-through rate (CTR), or the highest conversion rate.

That way, you can retire the worst performers and create new ones, driving continuous improvement.

Well, we hope this short article helped clarify callouts. While you are at it, also check out our tips on sitelinks, another asset that makes your ads more complete.