New Callout features have arrived on Facebook Ads: already active on some accounts, they will allow users to highlight in the ads some useful information (such as “Free Shipping”, “Payment Options” and “Returns Policy”) with the aim of increasing the CTR of the ads and thus increase our beloved ROAS.
As you continue reading, you will discover the main improvements of this implementation and how to use them to improve your ads.
What are callouts for Facebook Ads
Callout Extensions are clickable words in the ad to highlight exclusive offers or conditions dedicated to your potential customers. They are really very similar to the callouts found in Google Ads.
Giving a few examples, we can talk about free shipping or 24-hour customer service, or home installation of your appliance. When customers see your ads, they get detailed information about your business, products and services.
After noticing on some accounts the very first tests by Facebook as early as the first weeks of November 2021, it seems that in the last week the platform has further opened the trial to other accounts, confirming Meta’s intention to integrate this new feature on all advertising accounts in a short time. The Facebook team guarantees that once you enter the information you decide to submit it will “automatically adapt Callout publishing to allow your ads to get the best possible results.”
How they work
As much as this new implementation is in its infancy and the real impact it will have will be all to be seen, what can be said right off the bat is that this new feature attempts (after the recent loss of data due to Apple’s iOS 14 update) to improve the performance of e-commerce businesses that invest in advertising on the platform. For now, it will only be possible to view the new Callouts in the Facebook news feed and on mobile devices.
On what types of Campaigns can the new Callouts be used?
Currently, the new Callouts are only available in “Traffic” and “Conversions” campaigns.
What is expected from Meta (as has been the case with Google Ads for quite some time now) is that this ability to insert useful information will be expanded, giving the opportunity for other, non-e-commerce businesses to be able to find (or manually insert) suitable levers that can help increase conversions based on their goals.
Where are the Callouts located in the ad creation?
If you are working on an ad account where this option has already been activated you will find the Callouts available under the text and description fields, just before the Call to Action.
If it is not yet visible on your account you just have to be patient, this new feature is coming to all accounts: often it is enough to duplicate an old ad to see this new possibility appear out of nowhere.
How to use Facebook Ads Callouts: every company has its own needs
For now, there are three Callouts proposed by Meta: “Free Shipping,” “Payment Options,” and “Return Policy.” There is no real correct methodology for using Callouts: depending on the specifics of the company you are sponsoring, I recommend using the Callouts best suited to bring out their features.
If you’re working on an e-commerce that doesn’t offer “Free Shipping” or offers it at a very high charge I would avoid using that type of Callout, same for “Payment Options” and “Return Policy.” The only really important thing is to make an ethical use of it to avoid penalties from the platform and a bad response from the users, in the long run a mendacious communication never pays off.
How to set up Callouts
To set up Callouts all you need to do is click on the “Create Callout” button, at which point a window will open where you will find the three options we have talked about so far.
As we said there are three options (“Free Shipping,” “Payment Options,” and “Return Policy”) and they can be used freely with no strings attached. Depending on the communication you want to offer you can decide to use one, two or all of them.
Free Shipping
Choosing “Free Shipping” without giving further specifications will only display this generic message. For those who want to go into detail, it is also possible to communicate the delivery time of the shipment: you can select from a minimum of 1 day up to a maximum of 6 weeks.
If, on the other hand, you need to inform that Free Shipping is applicable to orders above a certain economic amount just select the next item and set the correct economic value.
Payment Options
With Payment Options it will be possible to inform the user about some of the payment methods accepted by e-commerce. This Callout will help reassure the user that during checkout they will be able to choose from several internationally recognized payment types. By clicking on the window it will be possible to select the payment methods in this list:
- Affirm
- Afterpay
- Amazon Pay
- Apple Pay
- Google Pay
- Klarna
- PayPal
Returns Policy
In the last currently selectable Callout you can inform the user about the company’s returns policy: you can indicate whether returns are free or not and how long you can return the purchased product. The selectable time frame is fully editable, widening or narrowing the period as necessary.
Again, this is a very useful Callout to encourage the user when purchasing, especially if the time period for returns is very long. If it is not possible to offer a free return service we recommend not selecting this item.
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