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How To Add Callout Extensions To Your Google AdWords Campaigns

White Shark Media

9 years ago



In this week’s Shark Bite, Andrew talks about Callout Extensions and how to add them to a campaign. Callout Extensions take around 10 minutes to set up and in turn provide you with the space to include all of the things you have not been able to fit in your ads in the past.

You can set up Callout Extensions at account level and include more generic ad copy such as free shipping, personal support, etc. You can also set them up at ad group level, in which case, Andrew recommends that you work smarter not harder. What he means, is that you should only focus on your top ten ad groups and write specific callout extensions for those keywords only.

We hope you enjoyed this Shark Bite, if you want to learn more about Callout Extensions check out Andrew’s blog. See you next time!

Video Transcription

Hi, my name is Andrew Lolk and today we will be talking about Google AdWords callout extensions and how it applies to your Google AdWords Campaign. With callout extensions it works just like the site, just like the sitelinks. In the ad extensions tab you go in and you can add a callout extension to the campaign level or the ad-group level or even the account level.

So, especially with the account level, you need to think about a callout that can apply to every single campaign and every single ad-group. Then with campaign and ad-group level callouts you can, you can focus more on specific things that has to do with that specific product or service you are trying to advertise for and a specific campaign or ad-group.

The first thing to know about callout extensions is that it doesn’t have to be such a tedious process to set it up. Because you are gonna set them up on the account level then you actually only have to spend 10 minutes setting it up to begin with. That way you get the increase ad real estate immediately on You get that extra line of ad space just by spending 10 minutes.

Account Level Callout Extensions

So, with the first callout extensions you add on the account level, just make sure that they’re relevant for all the campaigns. It can be stuff like, free shipping, personal support, online chat, or other things that you know will apply to your entire store or business. That way you’re done in 10 minutes and you get the increased real estate.

Campaign and Ad group Level Callout Extensions

Once you set up account level callout extensions it’s time to be a little bit more granular and start adding them at the campaign and the ad-group level. So, what you want to do is, one of the things that most people complain about the most over the years working with AdWord is that it’s hard to cram in all the information that you want to write about a product or a service in just one teeny tiny ad. Now you have sitelinks. Now you have callout extensions.

You’re essentially getting 2 to 3 times more ad space then you’ve ever had in your life. So, now is the time to step away from writing these generic ads that just say big savings, huge selection, free shipping on all the products. Let’s move away from that. Now we have a lot more space. So, we have the ability to be more specific about the products and services we want an ad for.

Some of the things that you should put in callout extensions are stuff like, what material your products made of, what awards your products have won, or even what awards your store or business have won. Whether your BBB accredited. All the nice things that we really haven’t found the room for before, we can now add. And that, that just makes callout extensions even more valuable then what they’ve been before.

Work Smart, Not Hard

Finally, my last tip for working with callout extensions is to work smart not hard. Instead of you thinking right now that you have to go in and add callout extensions to a hundred acronyms, just add them to your 10 best performing ad-groups in terms of clicks and conversions. That way it will only take you 15 minutes and you’ll see the huge impact of having the AdWords campaign and hopefully get inspired to set it up on the rest of your ad-groups.

But, other than that, we already have the account level ad-groups that will give you that extra ad real estate. So, that was my last tip on callout extensions. Thank you for watching this week’s Shark Bite. I hope you enjoyed it. As always, if you have any questions, you can write about it in the comments. Or, you can go to our blog at and see the latest editions to the blog and other Shark Bites. Thank you for watching.