Google announced a new ad extension for AdWords called callout extensions, which allow businesses to add text highlighting specific info about their products and services.

You can use the extensions to draw attention to important details about products or highlight what makes you stand out from your competitors.

“Callouts can also be used effectively in combination with other ad formats,” says AdWords product manager Senthil Hariramasamy. “For example, if you’re already using sitelinks for ‘Women’s Clothing’ and ‘Back to School,’ create a callout for ‘20% off entire site’ to encourage people to click through and make a purchase. Or if you’re using call extensions, highlight ’24/7 customer support’ so your customers know they can call your business for help. However you plan to use callouts, make sure to keep them focused and relevant.”

“You can manage, schedule, and report on your callouts from the Ad extensions tab,” adds Hariramasamy. “Since callouts can be added at the account, campaign, or ad group level, you can provide more general information about your products and services at the account or campaign level, and more detailed information at the ad group level.”

Callout extensions are rolling out now. Google says they’ll be available to all advertisers within a few weeks.

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