As part of this year’s introduction of new extensions and features, Google is launching a new ad extension!
The new callout ad extension is a powerful way for businesses to identify and measure calls from its websites that occur after a click. This feature works by allowing you to add more text to your existing AdWords ad to draw more attention to discounts, free shipping, great offers – basically any unique selling point or important product detail that will put a spotlight on your services on the web.
For instance, if your car dealership has a unique offer or service that you would like to highlight, such as “free oil changes” or “extended warranty,” searchers will be able to see that information directly beneath your ad. By seeing these additional services, potential customers may be more inclined to click on your ad.
Bear in mind, you’re allowed up to four of these callouts, each with a 25-character limit, so you might want to choose wisely. Also, in order for your callouts to be displayed, you would need to list at least two.
Why are callout extensions important?
Well, since Google has decided to include ad extensions as an AdRank calculator, adding callout extensions could potentially increase your quality score and subsequently, your AdRank. Additionally, it is highly customizable, flexible and is malleable to any ad display requirement for any business.
For dealerships, callout extensions help to highlight whatever promotions, offers or incentives that might be ongoing for that point in time at the dealership – which can serve to be a great marketing tool. Because it can be used in addition to other ad extensions (e.g. call or site link extensions), it strengthens your message and alerts customers that they can call/click through to learn more about your dealership’s promotion.
Apart from providing the ability to promote unique products and offers, you can also edit your callouts across the account, without having to edit each ad. What’s even better is that you don’t have to jump right into using callout extensions. You can try it out first, that way you can compare site statistics and decide if it works for you. Setup is also extremely easy and follows the same parameters as other existing extensions that Google provides.
If you are going to try out the Google callout extension, remember:
- You have a 25-letter character limit for each callout. These letters cannot include emoticons or any other gimmicky web symbol.
- You can’t use dynamic keyword insertion here.
- Google will show your best performing ads. This will help you easily pinpoint efficient ads.
- Your callouts have to be websafe. Callouts cannot contain adult content.
- Website call conversions are only available in countries where Google forwarding numbers are available.
So give it a try and see how this new ad extension works for your dealership!
About the Author
PCG Digital Marketing is an award winning digital agency headquartered in Eatontown, NJ. We help our clients get found online through innovative search, social and online advertising campaigns.