Google Ads extensions are a no brainer when it comes to adding extra information and benefits to ad copy in search engine marketing campaigns. They don’t increase your existing cost-per-click and in many cases, it can actually help decrease it.
While there are many different types of ad extensions, not all of them will make sense to your business, for example, app extensions will not make sense to your business unless you own an app or the objective of the campaign is to drive app downloads.
Callouts, on the other hand, can be applied to any business and any type of offer. Let’s discuss callouts in more detail.
What Are Callouts?
Callouts are an additional line of text that shows below your description line 1 or 2. You can add as many callouts as you want but usually, 4 or 6 will show in a single ad. Each callout is composed by up to 25 characters (including spaces)
Back in 2014, when this extension was born, my colleague, Mike Pickowicz, wrote a blog post that covers the key benefits of this extension and they all remain up to date.
The usual next question is, are there any disadvantages to using callouts? Not really. The most common error we see when auditing ad accounts is that people forget that callouts are there. It is important to evaluate the relevancy the callouts have to new campaigns, content or applicable to show at any time of the day.
The other key recommendation is making sure they are tailored to what the user intent is for a specified query. For example, if a user is looking for your pricing page, make sure the callout highlights how your pricing structure works or its competitive difference. Don’t use this ad to talk about how your reports have the latest insights or trends.
When looking at search results, the other common issue is that you tend to see the same callouts all over the Google page, hence we broke down examples based on offerings so you can get inspired and differentiate your ad copy from the rest.
26 Examples of B2B Callouts for Products
When talking about products people tend to get stuck on just pricing but there are many other attributes you can highlight, like how easy it is to shop on your site, your return policy, if you are a licensed vendor, and more. Here are 26 examples for companies selling products:
|1. 1-2 Day Shipping||13. Available in Many Colors|
|2. Best Industry Warranties||14. Best Rate Guaranteed|
|3. Call for A Quote Today||15. Custom Fabrication|
|4. Easy Checkout Process||16. Financing Available|
|5. Free Shipping||17. Free Shipping Over $99|
|6. Get Overnight Shipping||18. High-Quality Products|
|13. Highest Quality Materials||19. ISO Certified|
|7. Officially Licensed Gear||20. Real-Time Inventory|
|8. Reputable Vendors||21. Same Day Pickup Available|
|9. Same Day Shipping||22. Service and Repairs|
|10. Shop Best Sellers||23. Shop Today|
|11. We Ship to Puerto Rico||24. Wide Product Selection|
|12. 5-Day Returns||26. 15k+ Products Available|
27 Examples of B2B Callouts for Software
Software or platforms can use callouts to showcase why they are unique features that make them stand out among competitors, as well as the benefits of using your solution. Here are 27 callouts to get you started:
|1. 100% Cloud Platform||15. Adaptive Security|
|2. Advanced APIs||16. Auto Syncs Across Devices|
|3. Build A Better Business||17. Built for Businesses|
|4. Cancel Anytime||18. Custom Dashboards|
|5. Easy Activation||19. Easy to Deploy and Scale|
|6. Easy to Use Software||20. Eliminate Errors|
|7. Embed Seamlessly||21. Free Product Tour|
|8. Free Trial||22. Ideal For 50+ Customers|
|9. Ideal For 50+ Employees||23. Improve Brand Reputation|
|10. Increase Productivity||24. Increase Profit Margins|
|11. Rapid Implementation||25. Reduce Downtime|
|12. Schedule A Demo||26. Set Push Notifications|
|13. Test Drive A Free Trial||27. Test the Platform|
|14. Watch Live Demo|
20 Examples of B2B Callouts for Whitepapers, Webinars, and Reports
This category is interesting because the callouts for these content assets tend to focus on why your business is awesome rather than the benefits of actually downloading or reading your asset. Here are 20 callouts that will set your content asset ads apart from your competitors:
|1. All the Latest||11. Comprehensive Report|
|2. Explore Tech Topics||12. Free Booklet|
|3. Free Industry Study||13. Free Registration|
|4. Get the Report||14. Large Webinar Library|
|5. Latest Trends||15. Learn What’s A CRM & More|
|6. Listen Now||16. On-Demand Webinar|
|7. Read the Report||17. Short Webinars|
|8. UK Vs US Differences||18. Up-To-Date Market Data|
|9. Weekly Webinars||19. 15-Minute Read|
|10. 1k+ Downloads||20. 1k+ Webinars Watched|
11 Examples of B2B Callouts for Customer Service
No matter what industry you are in, good customer service is key for customer satisfaction. If you have a customer service team to be proud of, here are 11 ideas to let customers know how to reach out to you:
|1. 24/7 Support||7. Chat Support Available|
|2. Dedicated Account Rep.||8. Fast Response|
|3. Get Hands-On Support||9. Handle Complex Cases|
|4. Local Experts||10. Satisfaction Guaranteed|
|5. Support Without Wait Time||11. Top Customer Service Reps|
|6. Unlimited Support|
14 Examples of B2B Callouts for Pricing
If you are a product or service provider with competitive pricing, offer price match, or good pricing policies, make sure to include these on your callouts.
|1. Buy Now, Pay Later||8. Competitive Price|
|2. Discount for Military||9. Financing Available|
|3. Free Cancellation||10. Free Quote in Minutes|
|4. Good Prices||11. Multiple Price Options|
|5. No Service Fees||12. Pay Monthly or Annually|
|6. Price Match Available||13. Prices Start At $99|
|7. Quote In 5 Min or Less||14. Wholesale Pricing|
15 Bonus Examples B2B Callouts
When compiling this list, I realized there were a few callouts that came to mind that were not exclusive to any of the previously stated categories. That being said, here are 15 bonus examples of B2B callouts:
|1. Authorized Reseller||9. Award-Winning Company|
|2. Call Us At 123-456-6789||10. Custom Orders Available|
|3. Ensure Compliance||11. Exclusive Access|
|4. Exclusive Promotions||12. Founded in 2000|
|5. Free Account Creation||13. HubSpot Partner|
|6. Military-Grade Equipment||14. Money-Back Guaranteed|
|7. Se Habla Español (We speak Spanish)||15. Small & Medium Businesses|
|8. 20+ Years of Experience|
As you can see, callouts are extremely flexible, and in a few characters, they allow you to express the key benefits of your product or service.
Did I miss a callout you have seen success with? What’s your go-to callout? Let me know via Twitter.