Welcome to Clicks & Clarity with Claire, where we turn Google Ads confusion into conversion. Today, we're talking about a powerful yet often overlooked feature in Google Ads: callouts. Imagine this scenario: You're doing competitive research and notice your competitor's leads often get stuck on hold when calling. What do you do? You shout 'Twenty-four-seven phone support' from the rooftops, of course! Because if you do something better, you call it out. That's exactly what Google Ads callouts are designed to do. So, let's dive straight in. First, what exactly are Google Ads callouts? They're short snippets of text that appear below your main ad copy, highlighting unique aspects of your business. Think of them as extra selling points that convince leads to click your ad. You can use callouts in Search Network campaigns, Video campaigns, and Search Network with Display Select campaigns. But remember, they won't appear in Display Network campaigns alone. Now, you might be wondering, 'Claire, what's the difference between callouts and structured snippets?' Great question. Callouts highlight value propositions or promotions, like 'free shipping' or 'twenty-four-seven availability.' Structured snippets, on the other hand, provide specific details about your products or services, like destinations for travel ads or service types for businesses. In short, callouts are about promotions and unique features, while structured snippets categorise and detail your offerings. Do you need both? Not strictly, but combining them makes your ad richer and more informative, increasing the chances leads will click through and convert. Now, let's talk benefits. Two words: Quality Score. Callouts can boost your Quality Score by enhancing relevance and click-through rates. They give users more reasons to choose your ad over competitors. You can add callouts at the account, campaign, or ad-group levels, giving you flexibility to be as detailed or broad as you want. Plus, you can schedule them to appear at specific dates, days, or times. This means you can highlight seasonal promotions or limited-time offers without affecting your ad's overall performance stats. Here's a quick story: Back when I first started with Google Ads, I noticed competitors offering DVD training sessions and free follow-up meetings. I decided to offer everything they did—and then some. When I emphasised this in my ads, my click-through rate skyrocketed. I only wish callouts had been an option back then! Now, let's talk about what you can control with callouts. You can manually set your callout text or let Google dynamically pull information from your landing page. But here's the catch: Google decides how many callouts to display based on your ad's performance and relevance. To influence which callouts appear, make sure your texts are concise, relevant, and compelling. Place your most important callouts at the top of your list, as Google considers order when determining which to display. Now, let's cover some best practices. First, don't waste precious ad real estate. Combine general callouts like 'award-winning service' with specific ones like 'free shipping on orders over fifty dollars.' If you have time-sensitive offers, schedule your callouts accordingly. Regularly check their performance and tweak as needed. Avoid emojis, exclamation marks, or symbols—Google doesn't allow them. And remember, callouts set up in one campaign won't automatically apply to others. Ideally, assign your callouts at the account level first for easier management. Now, let's quickly walk through setting up callouts in your Google Ads account. Head to the Campaigns icon, select Assets, then click Callout. Click the blue plus button to create a new callout, enter your text, and choose whether it applies at the account, campaign, or ad-group level. Editing is just as simple—find the callout, click the pencil icon, and make your changes. Want to schedule callouts? Look for Advanced Options when creating or editing your callout, and specify dates, days, or times. If you need to pause or remove callouts, simply select them in the Assets section and click Pause or Remove. It's that straightforward. Here's the bottom line: Search results page real estate is precious. Don't waste it. Always look for ways to add more value, whether through callouts or new campaign types. Keep your finger on Google Ads' pulse, so you know how to take your campaigns to the next level. If you're feeling overwhelmed by keeping up with every Google Ads update, you're not alone. Most of my clients struggle with lack of time, too. That's why they hand it over to me and my team. If you're ready to get expert help, book a call with me today. We'll dive into your campaigns, identify quick wins, and map out a clear path to better results. Or, if you'd prefer to learn at your own pace, grab a copy of my best-selling Google Ads book. It teaches timeless strategies to pair perfectly with powerful callouts. Head over to clairejarrett.com to book your call or order your copy today. That's all for today's episode of Clicks & Clarity with Claire. Until next time, remember: clarity leads to clicks, and clicks lead to customers. Goodbye for now!
