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!

Search Terms Now Appearing In Keyword Tab

Man I hope Google keeps this feature around. There is now a sub tab under the keyword tab that includes both search terms and Negative keywords. This majorly streamlines the process of going through a search terms report and adding keywords and negative keywords.

Some of us may remember there used to be an option to do this from the Search Query report section. But at some point this convenient feature was taken from us.

But now it’s back and way more conveniently placed. Take a look at the image below. You can now select a keyword and either add it or exclude it

 

Once you select a keyword to add you are given some options. You can choose whether to add the keyword to the ad group, campaign or even to a negative keyword list you've already created in the shared library.  

You even have the option to change the keyword text or match type. In the screenshot below, I may just decide to edit that to just say cheap to avoid showing up for similar keywords in the future. 

 

This feature has not been rolled out to all advertisers yet, but I really hope to see this awesome capability in all accounts soon.