# Google Ads Callout Extensions: How to Highlight Key Selling Points

Google Ads is a powerful advertising platform that can help businesses reach potential customers right when they’re searching for products or services online. One of the ways to make your Google Ads stand out and be more effective is by using callout extensions. Callout extensions allow you to add extra text to your ads to highlight key selling points, making them more noticeable and informative for users.

In this comprehensive guide, we’ll explore what callout extensions are, how they work, and most importantly, how you can use them to highlight the key selling points of your business. Whether you are new to Google Ads or already using it for your campaigns, this guide will walk you through every aspect of callout extensions to help you get the most out of them.

## What Are Google Ads Callout Extensions?
[Google Ads callout extensions](https://tattvammedia.com/blog/boost-your-ad-performance-with-google-ads-callout-extensions/) are additional pieces of text that appear below your ad copy. They help you highlight important features of your business, such as special offers, unique selling points, or other important details. Unlike other ad extensions, callout extensions do not have a clickable link. Instead, they are simply used to show extra information alongside your ad copy.
### Why Use Callout Extensions?
The main purpose of callout extensions is to give your ad more visibility and to make it more attractive to users. With callout extensions, your ad occupies more space on the search results page, making it stand out from the competition. Additionally, these extensions allow you to communicate your business’s unique selling points quickly and clearly, helping to grab the attention of potential customers.
By using callout extensions effectively, you can:
1. Provide more relevant information to users, increasing the chances of them clicking on your ad.
1. Boost your click-through rate (CTR) by making your ad more informative and appealing.
1. Help improve your Quality Score in Google Ads by enhancing the relevance and effectiveness of your ads.
### How Do Callout Extensions Work?
Callout extensions work by adding text to your ads that highlights specific selling points of your business. Google automatically selects the best callout extensions to display based on the search query, user’s location, device, and other factors. You can add multiple callout extensions to a single ad, and Google will show a few of them based on what’s most relevant to the user.
For example, if your business offers free shipping, 24/7 customer service, and a price match guarantee, you can add callout extensions like:
* "Free Shipping"
* "24/7 Customer Support"
* "Price Match Guarantee"

These callouts will then be displayed with your ad, depending on which ones are most relevant to the user’s search.
## The Role of Callout Extensions in Google Ads Campaigns
Now that you understand what callout extensions are and how they work, let’s dive into their role in your Google Ads campaigns.
### 1. Increased Visibility
Callout extensions help make your ad more noticeable. When you add extra text to your ad, it occupies more space in the search results, which can attract more attention. This increased visibility can make a significant difference, especially in competitive industries where many businesses are bidding on similar keywords.
For example, if a user searches for "buy shoes online," and your ad includes callout extensions like "Free Shipping" and "24/7 Customer Support," your ad will stand out more than competitors who don’t use these features.
### 2. Improved Click-Through Rate (CTR)

A higher click-through rate is one of the main benefits of using callout extensions. By providing additional, relevant information in your ad, you increase the chances of a user clicking on your ad. The more attractive and informative your ad is, the more likely users will be to click on it.
### 3. Better Quality Score
Google assigns a Quality Score to every ad based on its relevance to the search query, the quality of the landing page, and the expected click-through rate. By using callout extensions, you can improve your ad’s relevance, which in turn can help increase your Quality Score. A higher Quality Score can lower your cost-per-click (CPC) and improve your ad ranking.
### 4. Enhancing User Experience
By including callout extensions that highlight your business’s key features, you’re making it easier for users to find the information they care about. If your business offers free shipping or a special discount, users will be more likely to click on your ad because they already know what’s in it for them.
## Best Practices for Writing Effective Callout Extensions
Now that you know why callout extensions are important, let’s look at some best practices for writing effective callout extensions that can truly make a difference in your Google Ads campaigns.
### 1. Keep It Concise and Direct
When writing callout extensions, it’s important to keep the language concise and direct. Callout extensions have a limited character count, so you need to get your message across quickly. Avoid using long sentences or complicated phrases. Focus on delivering a clear, simple message that tells users exactly what makes your business unique.
For example:
* Instead of: "We offer a free shipping service that is available for all our products."
* Use: "Free Shipping on All Orders"

Short, punchy callouts are much more effective because they get to the point and are easy to read.
### 2. Focus on Unique Selling Points (USPs)
Your business probably has a few things that set it apart from the competition. Callout extensions are a great way to highlight those [unique selling points ](https://www.techtarget.com/whatis/definition/unique-selling-point-USP)(USPs). Think about what makes your business special and emphasize that in your callout extensions.
Here are some examples of USPs you might use in your callout extensions:
* "Free Returns"
* "Exclusive Online Deals"
* "No Hidden Fees"
* "Award-Winning Service"
* "Best Price Guarantee"

By focusing on your USPs, you’ll grab the attention of users who are looking for these specific benefits.
### 3. Leverage Promotions and Offers
If you’re running a promotion or special offer, callout extensions are a great way to highlight it. Users love getting a good deal, and by including a promotion in your callout extension, you can increase the chances of them clicking on your ad.
Examples of callout extensions for promotions include:
* "20% Off Your First Order"
* "Holiday Sale – Limited Time"
* "Save 50% on Select Items"

Be sure to update your callout extensions regularly to reflect new promotions, seasonal offers, or discounts.
### 4. Use Emotional Triggers
Emotional triggers are powerful tools in advertising. By using emotional language in your callout extensions, you can connect with users on a deeper level. Words like "Guaranteed," "Trusted," and "Satisfaction" create positive emotions that encourage people to click on your ad.
Examples of emotional callouts include:
* "Satisfaction Guaranteed"
* "Trusted by Thousands"
* "Your Satisfaction Is Our Priority"

These callouts help create trust and appeal to users’ emotions, making them more likely to engage with your ad.
## How to Set Up Google Ads Callout Extensions
Now that you understand how callout extensions work and how to write effective ones, let’s walk through the process of setting them up in Google Ads.
### Step 1: Sign in to Google Ads
First, log in to your Google Ads account. If you don’t have an account yet, you’ll need to create one at ads.google.com.
### Step 2: Choose Your Campaign or Ad Group
Once logged in, go to your campaign or ad group where you want to add callout extensions. You can add callout extensions at the campaign or ad group level, depending on how specific you want your extensions to be.
### Step 3: Navigate to Ad Extensions
In the left-hand menu, click on “Ad Extensions.” This will take you to the page where you can manage all your ad extensions, including callout extensions.
### Step 4: Select “Callout Extensions”
Click on the “+ Extension” button and select “Callout Extension” from the dropdown menu. You’ll then be prompted to enter your callout extension text.
### Step 5: Add Your Callout Extensions
Now, enter the text for your callout extensions. You can add multiple callouts, so feel free to highlight as many key selling points as you like. Remember to keep your callouts concise and focused on what makes your business unique.
### Step 6: Save and Monitor Performance
After adding your callout extensions, click “Save.” Google Ads will automatically start showing your callouts with your ads based on what’s most relevant to the user’s search.

Don’t forget to regularly monitor the performance of your callout extensions. Check the data on impressions, clicks, and CTR to see how your extensions are performing, and make adjustments as needed.
## Advanced Tips for Maximizing Callout Extension Performance
### 1. A/B Testing Callout Extensions
To find out which callout extensions work best for your audience, it’s a good idea to conduct A/B testing. You can test different callout messages to see which ones generate the most clicks. For example, you might test "Free Shipping" against "Fast Delivery" to see which one performs better.

Use Google Ads’ reporting tools to track the performance of your callout extensions and make data-driven decisions.
### 2. Use Location and Device Targeting
Tailoring your callout extensions based on the location and device of your target audience can be very effective. For example, if you’re running a local business, you can add a callout like "Visit Our Store in New York" for users in that location.

Similarly, you can use device targeting to show different callouts on mobile and desktop devices. For mobile users, you might include callouts like "Order Now – Fast Shipping" to appeal to users who are ready to make a purchase quickly.
### 3. Regularly Review Performance
To keep your callout extensions effective, you should review their performance regularly. Google Ads provides detailed reports on the performance of your extensions, including metrics like impressions, clicks, and CTR.

If certain callouts aren’t performing well, try changing the text or testing new offers. Regularly refreshing your callout extensions will keep your ads relevant and engaging.
## Common Mistakes to Avoid with Callout Extensions
While callout extensions are a powerful tool, there are a few common mistakes you should avoid:
1. Overloading with Too Many Callouts: While it’s tempting to add as many callouts as possible, too many can make your ad look cluttered and confusing. Focus on the most important selling points.
1. Using Vague or Generic Callouts: Callouts like “Best Service” or “Top Quality” are too vague to be useful. Be specific about what makes your business stand out.
1. Ignoring Relevance: Make sure your callouts are relevant to the user’s search intent. If you sell shoes, don’t use callouts about "Free Food Delivery."
1. Not Updating Callouts: If your callout extensions mention promotions or seasonal offers, make sure to update them regularly. Old, expired offers can confuse users.
## Conclusion
Google Ads callout extensions are an incredibly useful tool for businesses looking to stand out in search results. By adding extra text to your ads, you can highlight key selling points, improve your CTR, and boost your Quality Score. Follow the best practices we’ve outlined in this guide, and you’ll be on your way to creating more effective Google Ads campaigns that attract clicks and drive conversions.

Start by focusing on your unique selling points, writing clear and concise callout extensions, and regularly reviewing their performance to ensure your ads stay relevant and effective. With the right strategy, callout extensions can significantly enhance your Google Ads efforts and help you achieve better results.