Call-only ads now support extensions

By October 9, 2017AdWords News

Starting September 21, Google began support extensions on Call-Only ads. Call only ads appear on devices that can make phone calls, and designed to encourage people to call your business.

What you’ll learn in this post

This post will describe how add extensions to your call-only ads so that they perform better.

  • What’s a call-only ad
  • What’s an extension, and why you should use them in your ads
  • What extensions are supported in call-only ads, and what they look like

What’s a call-only ad?

Glad you asked. Here’s an example:

About extensions

AdWords Extensions are additional pieces of extra information that you can tack onto your ads, such as an address, phone number, or links to different sections of your web site.

Why should you use ad extensions

It’s simple: campaigns with extensions perform better.

Extensions are proven to increase click through rate (CTR). Google data shows that adding ad extensions can immediately increase ad traffic up to 15%. Initial testing shows that using extensions with call-only ads can increase traffic by 10%

Perhaps for this reason, Google has confirmed that simply adding relevant ad extensions can immediately improve your Quality Score.

Which extensions are supported in call-only ads

There are many extensions available for Ads, but only three are support for Call-Only ads at present. These are

  • Callout extensions,
  • Location, and
  • Structured snippets

Callout extensions

Callouts are like bullet points in your ad. You can create as many callouts as you wish (at least three is recommended), and Google will show between none and six of them. How does Google determine when and how many extensions to show? They aren’t telling. You can use up to 25 characters to create a callout, but it’s better to keep it short — about half that is best.


Examples of callout extensions include: Spanish speaking, Proudly serving 25yrs, No service fees, Money back guarantee, Free Cancellation, 24/7 customer service, Best price guarantee

When to consider using callout extensions

Callouts are great for highlighting differentiators or unique offers, such as 24 hour service or multi-lingual support. They can help customers understand why your business is better than the competition.

When to consider against callout extensions

There’s no reason not to use callouts. The space is available in your ad, you might as well use it. Keep them short, don’t Capitalize Every Word, and give some consideration to what you offer that’s really useful and relevant.

Location extensions

A location extension shows a physical address of your business. People can use it to find your business address, directions to your business, or to measure how close or far your business is relative to them. Similar to a call extension, locations may also include a phone number that can call your business with one click.

When to consider using location extensions

Location extensions encourage people to visit your business. If you have a brick and mortar location, you should consider using location extensions. Be sure and coordinate your location targeting to location extensions. It might not be useful to show your location if the user is searching from another part of the country.

When to consider against location extensions

You should consider whether it’ll be helpful to show location extensions to people that are physically distant from your location. Consider setting up multiple campaigns, with location extensions used with those campaigns with location targeting proximate to your location.

Some businesses do not serve people through physical locations (Google itself is an example). Such businesses should not include location extensions in their advertising.

Structured snippets

A structured snipped highlights specific aspects of your product or service. It’s made up of a header, which you choose from a list of options available through Google, and a list that you enter yourself.  Headlines include the following:

  • Amenities
  • Brands
  • Courses
  • Degree programs
  • Destinations
  • Featured hotels
  • Insurance coverage
  • Models
  • Neighborhoods
  • Service catalog
  • Shows
  • Styles
  • Types

When creating your list, remember to follow Google’s requirements in copy. Don’t use punctuation or symbols intended to draw attention, such as exclamation marks or emoticons. Don’t repeat values, don’t use promotional text (such as “sale” or “free shipping”). Google provides a full list of rules about lists in structured snippets.

When to consider using structured snippets

If you can create lists that emphasizes specific value your business can deliver, such as product type, degree programs, or destinations.

When to consider against structured snippets

If your business doesn’t provide services that fit under one of the pre-configured headlines, you shouldn’t use structured snippets.

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