Use Callouts To Optimize Ad Copy

There's seldom a reason not to be using all the ad extensions you can. Callouts are an easy extension for anyone to implement. But here's a way to make callout extensions more useful in an your campaigns.

The short explanation is to take a look at the peformance of each callout, find the winner and test it in your main ad copy. Done!

If you need a longer explanation read on. Let's have a look below at some callouts used in a campaign for an apartment complex. There's actually not enough data here yet, but you'll get the idea.

From the numbers here, it looks like people converted best when the ad contained "Pool & Water Views".

Of course we all know that correlation is not causation, but armed with this data its' a good idea to test that messaging in the main section (desc line 1 or 2) of the ad copy to see if we can't boost our conversions.

So now instead of guessing at new ad copy to test, we can glean some insights from our callout extensions and make some informed tests! Hopefully this helps you optimize your accounts. Let me know how it goes!