Google recently launched callout extensions for AdWords. Callout extensions show up below the second description line and are a great way of adding USPs (Unique Selling Propositions). Whether it's free shipping, 24-7 customer service or a 100% money back guarantee, callout extensions can be just what you need to convince the customer to buy from you. Like any part of an ad creative, also callout extensions should be split tested. Here are three ways to A/B test what works best.
#3 Call To Action
Instead of pointing out product or service features, utilize the extra text callout extensions provide to include a call to action. For instance, instead of saying "20% off" try "Save 20%". Other examples could be "Get the 3rd one free", "Compare prices", "Compare reviews", "Find the lowest price".
#2 Limited Offer
Urgency works not only on the landing page but might also increase the CTR of your ads. Callout extensions are the perfect way to point out limited offers such as "20% off today only". Especially when the Holidays are coming up, split testing limited offers may significantly increase your ROI. You can also combine a call to action and a limited offer, for instance "Buy today and save 10%".
Find out what callout extensions your competitors are using and split test whether it is preferable to have the same callout extensions or completely different ones. Sometimes it is good to have similar text ads because you want to make sure that you are not offering less than your competitors but at the same time, standing out may enable you to steal those deciding clicks. What works best should be split tested with the competition in mind!