November 18th, 2021
This week on (on November 16, 2021), Facebook Ads launched an exciting new Call-outs feature in some accounts – hopefully to roll out to all soon – in the ad level that will now highlight certain things, such as “free shipping” to people viewing your ads. Facebook states state that they will “automatically adjust the phrasing of call-outs in ways likely to get better results for your ads.”
While this feature is new and limited, it can especially be useful to ecommerce advertisers to highlight some value propositions that may be helpful in increasing sales this holiday shopping season. Call-outs will only display on Facebook News Feed and only on mobile devices.
Read on to learn everything you need to know that is currently available with the new Facebook Ads call-outs feature, how you can leverage it in your campaigns, and how to tell if they are having a positive impact on performance.
Which Campaign Objectives Is It Available In?
At this time, it is only available in Website Traffic and Conversions campaign objectives. While you are able to add a landing page URL in many other campaign objective types and use a variety of call-to-action buttons, Facebook appears to only have it available with these two campaign types to help drive more site traffic and to shop.
Where Can We Locate Facebook Call-outs?
In your campaigns, you can find Call-outs in the ad level below your ad copy fields and right above your call to action button selection. If available, it will display here, as so:
If not yet available, keep checking back as only some of our accounts have it showing and we suspect that it will roll out to more in the coming days. Facebook notified us that there will be changes coming to accounts this week, so this may be one of those.
When using these, they only appear to show up when creating new ads, not using an existing post for boosting.
How To Set Up Facebook Ads Call-outs
If you have Call-outs and want to set them up, head to the ad level and click the “Create call-outs” button. A window will appear and present you with three options, from “Free shipping” where you can showcase when you are offering free shipping, “Payment options” where you can showcase how prospective customers can pay securely, and “Return policy” which you can use to inform shoppers that your business offers free returns. You can choose one or all three for your ad.
Free Shipping
If you select the “Free shipping” option, you can choose from additional optional selections if you have a free shipping timeframe from 1-6 days or weeks. In addition to or instead of, you can also select if you have free shipping that applies to orders over a set price that you input.
Payment Options
If you select this option, you can choose from the following list of payment methods you want to highlight that you accept:
- Affirm
- Afterpay
- Amazon Pay
- Apple Pay
- Google Pay
- Klarna
- PayPal
Return Policy
If selecting this call-outs option, you will need to indicate if returns are free (yes or no), followed by an optional field to share that returns are accepted with a custom number you input and timeframe in days, weeks, or months of the purchase. For example, you can indicate that “returns are accepted within 30 days of purchase”. If using this, we encourage you to only use it if you offer free returns as that can help consumers feel more comfortable purchasing from you, especially if you sell apparel. If it doesn’t fit right, they will be more at ease returning the item or exchanging it and be more likely to shop from you in the future as it provides a positive shopping experience from them.
How Do We Know If They’re Working?
There is no reporting column metric for call-outs and it’s not likely ad viewers will leave their thoughts about them in the comments of the ad, but don’t let that hinder you from using them as there is one way we can find out if they are indeed, valuable in some capacity. The only way we can currently determine their success as advertisers is to simultaneously launch ads with them and some duplicates without them, then give them some time to run and review their performance. Test it as any other variable you test and see if it works for what you’re advertising.
If you work outside of ecommerce, it is most likely not applicable towards what you are doing with your advertising at this time. Hopefully many advertisers will utilize this as they gain access, get better results, we and Facebook learn from their usage, and they expand the call-outs option to have more options across verticals or better yet, similarly to Google Ads callout extensions, they would allow us to compose our own custom Facebook call-outs.
For now, test these out if they apply to your brand and goals to see if they can give you a lift in sales. Wishing you all a successful and healthy rest of Q4!
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