What Are Callouts in the Context of Online Advertising?

Callouts are a specific type of ad extension used in search advertising that allow advertisers to add extra text to their ads. This additional text helps to provide more detailed information about a business, its products, or the services it offers.

Full Explanation

In online advertising, callouts serve as a supplementary element attached to search ads. They enable advertisers to enhance their ad message by adding extra snippets of text. These snippets don’t function as clickable links but appear alongside the main ad copy. The primary aim of callouts is to give potential customers more context and insights into what the business provides, making the ad more informative and potentially more attractive.

Step-by-Step Breakdown

Identify Key Information: Determine what additional details about your business, products, or services you want to highlight that aren’t included in the main ad text.
Create Callout Text: Develop short, concise phrases that clearly communicate these extra details.
Add Callouts to Your Search Ads: Integrate these phrases as ad extensions so they appear with your search ads, increasing the ad’s informational value.
Review and Optimize: Monitor how the callouts perform and adjust the text if necessary to better engage your audience or provide clearer information.

Real Examples

Although not clickable, callouts might include phrases that highlight unique selling points such as “Free Shipping,” “24/7 Customer Support,” or “Price Match Guarantee.” These snippets add useful details that can help differentiate an ad and provide quick, relevant information to searchers.

Common Mistakes

Overloading with Too Much Text: Including too many callouts can clutter the ad and dilute the message.
Being Vague or Generic: Callouts should be specific and meaningful to give clear additional information.
Ignoring Relevance: Make sure the callouts relate directly to the ad, business, or offerings to avoid confusing potential customers.

FAQs

Q: Are callouts clickable like other ad extensions?
No, callouts are text-only and do not function as clickable links.

Q: Can callouts be used for all types of businesses?
Yes, any business can use callouts to share more details about their products or services in search ads.

Q: Do callouts increase ad space?
Callouts add additional text to your ads, making them more visible and potentially more informative without increasing the core ad copy length.

Key Takeaways

Callouts are ad extensions that add extra text to search ads.
The purpose is to provide more detailed information about a business, products, or services.
They help make ads more informative and can improve the overall effectiveness of online advertising.
Proper use involves creating concise, relevant, and specific callout text to support the main ad message.