Incentives and current offers can be exceptionally effective conversion tools for your paid search (PPC) campaigns. Google has rolled out a new ad extension called “Callouts” that allows you to add even more text to your ad to spotlight incentives, offers, and sales, and highlight what separates you from other car dealerships.
What Are Callout Extensions?
Callout extensions are very similar to the sitelink extensions, but without the links to a specific page. At L2TMedia we recommend that all of our clients use this feature to draw more attention to their ads by using unique selling points and/or product details and benefits that you may not be able to fit in your ad copy. You can use up to four different callouts in your ad; each has a limit of 25 characters and each campaign must have a minimum of at least two callouts in order to display as part of your ad.
Callout extensions can be used in combination with other ad extension formats, such as sitelinks, location extensions, and call extensions. You can also add callouts at the campaign, ad group or account level, allowing you to use general info at the account or campaign level and specific callouts for each ad group. For example, you may have been “In Business For 75 years” or are “Family Owned and Operated.” You can add this to the account level with more general callouts and another in the ad group level for current stock info for a certain make vehicle (as seen above). Perhaps you have over 100 vehicle makes or models you are trying to unload; the advantage of using callouts to display this information is that you don’t have to tap into the precious, limited space of the ad copy.
Why Would You Use Callout Extensions?
At L2TMedia, we ask, why not? The use of callout extensions enhances the performance of your campaigns (including improving click-through rates) and gives your dealership an opportunity to stand out per your specific messaging in the search results. Extra Bonus you get with Callouts: you don’t have to pay anything more to utilize this feature!
Here are a few good reasons to incorporate callouts in your search campaign:
- You can differentiate yourself from the many competing dealerships in your area
- You can add them at different levels (account, campaign or ad group) depending on whether you want to highlight general or specific information, such as sales that your dealership is running that month
- You can specify the dates, days of the week and time of day for your callouts to display with your ads
A Few Closing Notes about Callouts
While Google will generally show your higher-performing and most useful arrangements of extensions and formats in search results, ultimately, you don’t have control over what shows up where.
As mentioned earlier, callout extensions do not cost you extra, as they are simply extensions of your current ads. Costs would be incurred when that ad is clicked on.