Callout Extensions are a powerful feature in Google Ads that allow advertisers to add additional descriptive text to their search advertisements. These extensions appear below your ad description and provide extra information about your business, products, or services in short, compelling phrases.
…Callout Extensions are a powerful feature in Google Ads that allow advertisers to add additional descriptive text to their search advertisements. These extensions appear below your ad description and provide extra information about your business, products, or services in short, compelling phrases.
Each callout can contain up to 25 characters, and you can display between 2 to 10 callouts with your ad, depending on spacing, browser, and device. Common examples include phrases like "Free Shipping," "24/7 Customer Support," "Price Match Guarantee," or "Award-Winning Service."
The primary benefits of Callout Extensions include increased ad visibility and improved click-through rates. By highlighting unique selling points and special offers, advertisers can differentiate themselves from competitors and capture user attention more effectively. These extensions take up more real estate on the search results page, making your ad more prominent.
Callout Extensions can be set at the account, campaign, or ad group level, providing flexibility in how you structure your messaging. You can also schedule callouts to appear during specific times or days, which is particularly useful for time-sensitive promotions or business hours information.
Unlike Sitelink Extensions, callouts are not clickable. They serve purely as informational text to enhance your ad message. This makes them ideal for showcasing features, benefits, or values that might not fit in your main ad copy.
Best practices for Callout Extensions include keeping text concise and specific, focusing on unique value propositions, using a variety of callouts to test performance, and ensuring relevance to your target audience. Avoid generic phrases and instead highlight what makes your business special.
Google recommends adding at least four callouts per campaign to maximize the chances of showing multiple callouts with your ads. Regular monitoring and optimization based on performance data will help you identify which callouts resonate most with your audience and drive the best results.
Callout Extensions: Complete Guide for Google Ads Search Certification
What Are Callout Extensions?
Callout extensions are additional snippets of text that appear below your Google Ads search advertisement. They allow advertisers to highlight specific features, benefits, or offers about their products or services. Each callout is a short phrase, typically 25 characters or less, that provides extra information to potential customers.
Why Are Callout Extensions Important?
Callout extensions are crucial for several reasons:
• Increased Ad Real Estate: They make your ad larger and more prominent on the search results page • Highlight Key Selling Points: You can showcase unique value propositions like 'Free Shipping' or '24/7 Support' • Improved Click-Through Rates: More informative ads tend to attract more qualified clicks • No Extra Cost: Adding callouts does not increase your cost-per-click • Competitive Advantage: Differentiate your business from competitors in the same auction
How Callout Extensions Work
Callout extensions function as follows:
• You can add up to 10 callout extensions per campaign or ad group • Google typically displays 2-6 callouts with your ad, depending on available space • Callouts appear on a single line, separated by dots or vertical bars • They can be set at account, campaign, or ad group level • You can schedule callouts to appear during specific times or days • Callouts are non-clickable - they provide information but users cannot click on them individually
Best Practices for Callout Extensions
• Keep callouts short and specific (under 25 characters works best) • Use sentence case for readability • Avoid repeating information already in your ad copy • Highlight unique features: 'Award-Winning Service,' 'Same Day Delivery' • Create callouts at multiple levels for greater flexibility • Test different callout combinations to optimize performance
Key Characteristics to Remember
• Non-clickable: Unlike sitelinks, callouts cannot be clicked • Minimum requirement: You need at least 2 callouts for them to show • Character limit: Maximum 25 characters per callout • Device targeting: Can be set to show on all devices or mobile only • Scheduling: Can be scheduled for specific dates and times
Exam Tips: Answering Questions on Callout Extensions
Tip 1: Remember that callouts are not clickable - this is a common exam question distinguishing them from sitelinks
Tip 2: Know that callouts are used to highlight features and benefits, not to provide links to specific pages
Tip 3: Understand that callouts do not incur additional costs - they enhance your ad at no extra charge
Tip 4: Be aware of the hierarchy - account-level callouts can be overridden by campaign or ad group level callouts
Tip 5: Remember the character limit of 25 characters per callout for optimal display
Tip 6: When asked about the purpose of callouts, focus on answers mentioning 'additional information,' 'features,' or 'benefits'
Tip 7: Know that Google determines which callouts to show and in what combination based on performance and relevance
Tip 8: If a question asks about differentiating ad extensions, remember: callouts = non-clickable text snippets, sitelinks = clickable links, structured snippets = predefined categories