By Matthew Forrest | September 4, 2014

This week Google announced callouts, a new AdWords ad extension, that will be available to all users in the coming weeks.

The callout extension allows users to add additional text that appears directly below your ad copy. The additional text can highlight a specific piece of information about products and/or services (such as free shipping). With competition for space in search results growing increasingly more fierce, the callout extension could be a game changer for savvy advertisers who take advantage of it before widespread adoption levels the playing field. If nothing else, using the extension will make your ad appear larger and that alone should increase click-through-rates.

Google suggests using callouts in tandem with other ad extensions, such as sitelinks, to maximize your chances of reaching your target market. With the potential to help increase your click-through-rates, be able to daypart, and mobile optimization, callouts are worth the initial investment of time needed to set them up. The callout extension can be used at the account, campaign, or ad group level and all users can expect to utilize the callout extension option soon.