How To Use Callout Extensions

In publishing, a call-out or callout is a short string of text connected by a line, arrow, or similar graphic to a feature of an illustration or technical drawing, and giving information about that feature. The term is also used to describe a short piece of text set in larger type than the rest of the page and intended to attract attention.Wikipedia

What’s this ‘Callout Extensions’ talk all about?

Google recently launched callout ad extensions. You can read about it on this Google help page.

Basically these extensions allow you to add more text to your ad. Up to three short lines. These will display (not always) under your regular ad text.

Here’s an example from a large Dutch retailer:


What these extensions say is: ‘day and night customer support’, ‘free returns’ and ‘free shipping from €20’.

Enforce your USP’s

What does is enforce their Unique Selling Points (USP’s). For most advertisers this will be the primary use of the callout extensions. So think about which USP’s you have and use them. Here’s some ideas:

  • International shipping
  • 24/7 Customer Support
  • Best price guarantee
  • 10% off everything
  • Live Chat available

Plan Callout extensions for special events

In Adwords you can schedule your callout extensions. This allows you to test your callout extensions, but also to promote special events. Example:


That’s easy, right?

Get creative

No one is stopping you from getting a little experimental with your callout extensions. Here’s a few ideas I can think off:

  • Create a callout extension for every day of the week and start it with Happy Monday. Now add a punchline and you are sure to catch some attention.
  • You can create a custom schedule and use it to advertise when you’re open, if you have an offline business. Or you can advertise with ‘Live Chat Online’ for business hours.
  • How about you create callout extensions that remind people of upcoming holidays. For example: ‘Valentine is coming up!’.
  • You can add a promotion code for hours when conversion rate is slacking.

Optimize based on result

Another cool feature is that you’ll have reporting for your callout extensions.


Here’s the reporting for the callout extensions for a campaign is recently started. Obviously I should consider adding more callout extensions if I want to optimize the extensions.

How to get started

Getting started is quite easy. Open a campaign, head over to Ad extensions. Now use the dropdown with extension-options and select Callout extensions.

The easiest way to get started is to click Account extension. Here you can add general USP’s for your whole account. In a matter of seconds you’ll have callout extensions enabled for all your campaigns.