What Is the Difference Between Callouts and Site Links?

The short answer is that callouts are additional descriptive text that appears in your ad, while site links are clickable links that take users to specific pages on your website.

Full Explanation

Callouts and site links serve different purposes within your ads. Callouts offer extra information in the form of text, helping to highlight features or details about your product or service. They are not clickable and purely serve as descriptive enhancements.

On the other hand, site links are interactive elements. They work as clickable links within your ad that direct users to particular pages on your website, such as a pricing page, contact form, or specific product page. This provides users with quick navigation options directly from the ad itself.

Step-by-Step Breakdown

Callouts: Add extra text to your ad without links.
Site Links: Are clickable links embedded in the ad.
Callouts: Provide descriptive information to attract attention.
Site Links: Help users navigate quickly to different web pages.

Real Examples

Imagine your ad includes a callout saying “Free Shipping” or “24/7 Support.” This text simply adds value information to your ad. Meanwhile, site links would appear as separate clickable lines such as “Pricing,” “About Us,” or “Contact,” each leading the user to a specific section of your site.

Common Mistakes

Confusing callouts with site links by expecting callouts to be clickable.
Using site links without clear destinations, causing user confusion.
Overloading ads with too many callouts, diluting the main message.
Neglecting site links, missing out on providing quick navigation options.

FAQs

Are callouts clickable? No, callouts are purely descriptive text and cannot be clicked.
Do site links take users to specific pages? Yes, site links direct users to particular pages on your website.
Can I use both callouts and site links in one ad? Yes, using both can enhance your ad by combining descriptive text with navigation options.

Key Takeaways

Callouts add valuable, non-clickable descriptive text to your ads.
Site links offer direct, clickable pathways to specific website pages from your ad.
Understanding the distinction helps in optimizing ad performance and user experience.