How to Perform a Callout Extension Analysis

Today we’re covering an important part of our Ad Words Reporting 101 series: How to Perform a Callout Extension Analysis. Let’s dive in!

Why?

INFORM. Keep clients up to date on which ad extensions are performing best and worst.

DECIDE. Determine action plans based on observations.

OPTIMIZE. Ultimately optimize account performance.

How?

1. Download a callout extensions report off Google Ads

2. Create pivot tables and calculate CTR, CPC, CPA, and CVR

3. Conditionally format and highlight top and poor performers

Skills

1. Excel calculation functions

2. Create a pivot table in Excel 

3. Conditional and number formatting in Excel

4. Excel text to column feature 

End product: