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Google AdWords

AdWords Callout Extensions: Setup & Best Practice Guide

Introduce & sell me your product or service in 1 sentence.

Not so easy, eh?

For search ads, Google gives you 95 characters to convince people to click and then buy. Even for master copywriters, it’s a tough task. Luckily, AdWords has created what are called Callout Extensions – one type of bonus add-ons to search ads known as ad extensions.

These are extra bits of information that provide additional detail about your business. For the most part, ad extensions not only strengthen your ad through additional details but also give your ads a quality score bump. Callout extensions are a great example.

The name ‘callout extensions’ is confusing for most advertisers as they really have nothing to do with phone calls; not to mention that AdWords also hosts call extensions and call-only campaigns.

Callout extensions are snippets of added text that appear in your ads to highlight, or “callout”, some specific offer or service your company provides.

It’s important to note that these are not links. To offer a number of destinations for users viewing your ads, you will want to set up sitelink extensions. If you run an eCommerce website and offer same day delivery, free shipping, and 24/7 customer support, you should be including each one in your ads as a callout.


How to set up callout extensions:

  1. Select the Campaign you want to add to (you can also add Callout Extensions at the ad group level)
  2. Click the Ad Extensions  tab
  3. Click the View:  dropdown menu & selectCallout extensions
  4. Click the   EXTENSION  button
  5. Click   New Callout under the white box
  6. Follow the instructions to add your callouts
  7. Click   Save  
  8. Your extension should appear to the right of the white box (this is how you know it is selected as a Callout Extension).
  9. Click   Save  one final time

Here’s a video tutorial walking you through the above steps!

Looking for more? Check out our complete guide to Adwords Ad Extensions.

For more tips and tricks like learning how to set up Google AdWords Callout Extensions, subscribe to our blog below or keep up with us on Twitter @AdHawk


About the Author

Dan Pratt is the co-founder and COO of AdHawk (Techstars ‘15). Prior to founding AdHawk, he worked on the Accelerated Growth team at Google, helping startups assess, refine and grow their digital advertising. He’s an expert in all forms of paid advertising and has been honing his marketing and sales skills since selling homemade pizza from his desk in third grade.