New AdWords Extension: Callout Extensions
Google recently announced a new ad extension called callout extensions on their AdWords blog. This new extension allows you to take up more space, or “real estate” on the search engine results page. Callout extensions are similar to sitelink extensions; however, there are differences between the two.
Before we get into that, we want to give you a free analysis!
What Are Sitelink Extensions?
Let’s start out with the more complicated one: sitelink extensions.
Sitelink extensions are actual links within your advertisement. Sitelinks allow you to direct customers to various webpages that they may be interested in going to when they are searching for a keyword that you are bidding on. There can be two to six sitelinks on an advertisement within Google’s result page.
If you have a sitelink that says “coupons,” it should direct to a page about coupons or your customers may be confused or angry as to why they were directed to a misleading website.
What Are Callout Extensions?
As AdWords describes it, a callout extension is “additional text that shows with your Google search ads, highlighting specific information about your products and services.”
Remember, it is text, not a link. This helps customers briefly see what your business offers. If they like it, they may be inclined to click on your advertisement.
Callout Extensions, What Are They Good For?
Basically, callout extensions allow you to describe what may differentiate your company from your competitors. Show the consumers looking for products what you can do for them! This definitely gives your paid listing an advantage over SEO—you don’t have nearly as much space with SEO to describe your products and benefits of choosing you over your competitors.
Combining Sitelink and Callout Extensions
It is possible to create a schedule for both callout and sitelink extensions. They both allow you to highlight information about your company’s products. Additionally, you are able to make the extension so it is shown on mobile devices. Sitelinks allow you to link to your web offerings while callout extensions simply show what offers you may have.
I predict sitelink extensions and callout extensions will work well together. Rather than have the exact same calls to action, you’ll have varying calls to action that work together. Advertising is best when you have consistent messages!
Callout Extensions: Are They Worth It?
The short answer to this is yes! Of course! Google blatantly said this would be a factor in Ad Rank (where your ad shows up in the Google results page).
Personally, I am excited to use these callout statements to highlight benefits that my clients have. I think it can only increase click-through-rates and maybe even conversions since it allows for a blatant display about what the business has to offer.
But this is without any testing on my part! I do love running tests. I am already thinking of tests to do when this rolls out to Blue Corona clients in order to thoroughly see what works and what does not. Regardless of the outcome, I am excited to work with this new AdWords feature because I think it has some great potential.
Google is always adding new features to their website. If you are tired of trying to figure what is new with Google, feel free to contact us at Blue Corona! We would love to help you with AdWords.
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About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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