Take the example below from Google:
“Acme Electronics” uses AdWords and is able to list their website in the first line, general business description in the second line, and then the third line offers three “call-out” phrases where they can let users know about special services they offer which set them apart from the competition.
It is a non-clickable addition to your listing, similar to rich snippets. In this case they have chosen three callout extensions:
- Free Shipping
- 24-7 Customer Service
- Price Matching
It is clear that in order for callout extensions to be useful, you want to pick things that are not only relevant to what your company offers, but also things that are going to stand out and set your company apart from the rest.
So what are the best practices? How can you take this opportunity and make it work for your business? Read below to get a feel for how to be most successful:
Getting started with callout extensions
Not only are callout extensions included in your AdWords advertisement options, but if you aren’t using them, you are still paying for this space that just simply isn’t being used.
To get started you will want to sign in and open your AdWords account. Look at your campaigns tab and then click on “Ad Extensions” to the campaign where you want to make this addition.
Then you will want to view your “callout extensions” from the dropdown menu. Callout Extensions can be implemented at account, campaign, or ad group level. See the screenshot below as an example:
Once you have filled out 2+ callout extensions (although 3-4 is recommended), the page will look something like this:
As you can see in this example above, four different callouts are being used by the AdWords account above:
- Customized quotes
- Nationally recognized
- Unsurpassed quality
- Creative edge
Anywhere from two to four of these four callout extensions will appear at the bottom of the ad, just like the Acme example above.
Remember that callout extensions may not always show on your ads either – AdWords use several factors to determine how many callouts will actually show at any given time (if any at all).
Unfortunately these factors are unknown, but that being said, the basics are easy with callout extensions and it takes practically no time to get them set up.
The hard part is getting creative and figuring out exactly what it is that you need to do to develop the correct callout extensions for your business specifically. Keep in mind that callout extensions are nothing new, but some of the dos and don’ts have changed, so learn the latest best practices below.
Do: highlight services you offer
Do you offer free shipping? 24/7 customer service? Price matching? These kinds of services that are exactly what you want to highlight in callout extensions.
People love to know that when they choose a business, they are going to be getting some benefit with you that they won’t get from someone else. When it is right in the ad itself, people are more likely to click and move forward with your company.
Do: create multiple callout extensions
One thing that really helps for optimizing callout extensions is to create four or more extensions for each campaign. The more that AdWords has to work with, the more optimized your ads are going to be. You shouldn’t have less than 4 callout extensions on any campaign, and the more the better!
Do: be unique and creative
Originality and uniqueness are the basics for developing callout extensions because they are going to draw attention that other companies in your industry do not have on their campaigns.
One of the most challenging parts is actually thinking of two-word phrases that will capture attention. There are a ton of callout extension “lists” online that can help to get you started, but you really want to choose something that is original and eye-grabbing.
In the AdWords account above for an advertisement photographer, the phrase “nationally recognized” is effective because it sets their studio apart from other photographers with credibility. Try to think of things that other businesses may not necessarily have when stacked up against you.
You can also implement custom callout extension scheduling so you can have certain extensions only run in the morning, during holidays, or whatever is going to optimize your specific campaigns.
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