In an effort to allow advertisers to continue to differentiate themselves from their competitors, Google has rolled out callout extensions. The new extensions allow advertisers to highlight offers about their products, special offers and other services. For example, limited time offers, free shipping, or 24/7 customer service.
Callout extensions are meant to be displayed along with other extensions, like sitelinks, call extensions and location extensions. They are another line of text in your ad that will help draw more attention to it, and ultimately increase your click through rate.
You can easily set up callout extensions in the Ad extensions tab, and they can be added at the account, campaign, or ad group level. Callout extensions at the ad group level should be more detailed, but Google recommends that callouts at the campaign level be more general, and suggests using words like “Special Discounts” or “Free Shipping.”
It’s important to note that callouts can only be 25 characters each but you can have up to four per ad. Unlike sitelink extensions, callouts do not have to have their own URL to land visitors on.
Callouts will be available to all advertisers over the next few weeks. They are free, and impact your ad rank just like all other extensions, so there’s no reason not to start implementing them in your ads right away.