Callout Extensions are the newest addition to Google’s paid ads. The Callout Extension allows advertisers to add snippets of text up to 25 characters each to their ads, showing up just below the second line description. Callout Extensions are text, not ads, so should not feature call to actions like ‘Explore Services’ or ‘Find Out More’, rather as the name suggests should be call outs. Anything which will further encourage the user to click on your ad, for example ‘Rated 4.5/5’ or ‘Free Delivery’. What struck me about this new addition is that it is one more addition to the ads size and presence on the page.
This latest ad extension is one of the many extensions now available to the standard text ad. We started with simple site link extensions which allowed the advertiser to include extra links, bringing a bit of movement to the rigid text ad. We don’t have to just advertise one page with one ad, we can send traffic to 3, 4, 5 different pages. As long as you are situated at the top of Google, you can also display descriptions of each site link. For PPC advertisers like myself this is fantastic as we can really stand out and give as much information as possible. But what we are potentially edging towards is a first page of paid ads.
The increase in space taken up by Google paid ads could completely change how the first page of search results look. So, what are the next steps for Google? We already have social extensions advertising a company’s Google+ following, but how long until this is Facebook and Twitter? The ability to see the sites latest tweets or posts? Or the ability to post directly to accounts through Google? This may be a long shot but it is definitely not far-fetched, after all we already have the option to search the site directly through Google.
Google became popular in the early days of search engines it took into account quality score and relevance when positioning paid ads rather than just how much the advertiser was willing to pay. This ensures major companies can’t just pay thousands of pounds to sit at the top of Google saying whatever they want. This is now being challenged. Yes, Google is still being fair to those who want to pay for ads. But how long before Google’s organic rankings are pushed over to the second page of Google?
We at Zeal follow and understand current trends and ensure all of our ads and strategies are up to industry standards, but we also utilize them. We are critical and analytic thinkers who know the best and most efficient way to advertise your brand and service. Find out more about our PPC here.