Google has introduced a new ad extension in AdWords called callouts, which give advertisers more space to tout the benefits of their sites such as free shipping, sales, and other promotions.
While many advertisers today use precious ad copy real estate to promote free shipping and sales, we’ll likely see advertisers adjust their ad copy as well as sitelink strategies with the advent of callouts.
Image source: Google
Callouts are designed to increase ad click-through rates and can appear on both mobile and desktop devices. Adding incentive for advertisers to set up callouts, Google emphasizes that their use, like other ad formats and extensions, will now be a factor in the Ad Rank formula that drives the AdWords bidding auction. The new ad extension can be appear along with a host of other ad formats like sitelinks, call extensions, reviews and ratings snippets. In the example above, callouts are used to promote free shipping, 24/7 customer service and price matching, leaving more room in the ad copy to explain the types of products the site sells. This ad also includes a reviews snippet and traditional sitelinks.
Driving Click-Through Rates
Google is increasingly relying on add-ons to drive ad clicks. The number of ad formats advertisers have at their disposal continue to proliferate based on Google’s analysis of click-through rates in beta tests. Showing multiple ad extensions and snippets simultaneously is also on the rise. In the examples seen so far, callouts have appeared with two other formats.
The newest extension is rolling out globally over the next couple of weeks.
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