Show additional callout text below your ad

The callout ad extension lets you include additional text with your search ads. This lets you provide detailed information about your business, including products and services you offer. Callouts appear in ads at the top and bottom of Google search results. You can add callouts when you create your campaign. You can edit your descriptive text, and see how ads that contain callouts perform in the Ad extensions tab.

Example

You own Acme Electronics, an electronics retail site. Your ads already include sitelinks, but your business has some unique offers you'd like to promote to shoppers. You know that if these potential customers could see the additional benefits your business has to offer, they might be more likely to click on your ad.

When you add callouts, people can immediately identify that your business provides services like free shipping, 24-hour customer service, or price matching. Seeing this information directly beneath your ad on the search results page helps people make more informed browsing and purchase decisions.


Acme Electronics
Ad www.example.com
Shop ACME Electronics for laptops, smartphones, video games and more!
Free shipping • 24-7 customer service • Price matching

Why use callouts

Here are a few reasons to consider adding callouts to your ads:
  • Highlight or summarize your business offering: Promote popular or unique aspects of your business.
  • Minimize work and update callouts easily: You don't need to make new text ads or edit them to include callouts. You can change your callout text whenever you want, keeping your ads up-to-date with sales and special offers.
  • Flexibility: You can add callouts at the account, campaign, or ad group levels, allowing you to include both generic or detailed information within your ads.
  • Detailed reporting: Find out how many clicks occurred on your ad when callouts appeared and compare your summary callout statistics at the campaign, ad group, or ad levels. You can also segment your statistics using "Top vs. Other" to see where ads with callouts were shown above organic Google search results.
  • Data retention: Edit your callouts without resetting their performance statistics.
  • Customized callouts for mobile: Create mobile-optimized callouts to show on mobile devices, or disable specific callouts on the devices you choose.
  • Scheduling with start and end dates: Specify the dates, days of the week, or times of day your callouts are eligible to show.

When and how callouts appear

You'll need to create a minimum of two callouts per account, campaign, or ad group for your ad to be eligible to show with callouts. However, we recommend that you create the maximum number available of four per level to ensure as many callouts as possible are available to show with your ad. The order of your callouts, their length, and how they perform factor into how many callouts appear, and whether a callout will show for your ad.

Learn more about how and when your callouts can appear

Ads on search results pages displayed on desktop computers and tablets can show from two to four callouts in addition to your ad text. Ads on search results pages displayed on mobile phones with full Internet browsers can also show up to four callouts (not available for WAP phones). The most granular level of callouts available will be shown with your ads to ensure the most relevant ad experience for potential customers. (For example, if you have callouts at the ad group, campaign, and account levels, your ads will appear with the callouts created for the ad group that contains them.) Your callouts will be shown in the order you have created them.

Keep in mind

Campaign types

This feature is for these campaign types only:

  • "Search Network with Display Select"
  • "Search Network only"

AdWords callout policies

Callouts are limited to 25 characters in most languages, or 12 characters in double-width languages. Double-width languages are languages that use double-width characters, like Chinese, Japanese, and Korean.

Review all callout extensions policies.

Example

As the owner of Acme Electronics, your campaigns are set up to match the table below. You know that if you don't create callouts at the campaign or ad group levels for any of your ads, the account-level callouts will appear for all ads across your account.

For your 40" and up LCD television (TV) ad group, you don't want the account-level callout "Free returns" to appear with your ads, since that callout isn't applicable for the large screen LCD TVs you sell. Your store also offers special benefits for customers who purchase large-screen LCD TVs that are not available to customers who shop for other types of televisions on your site. You therefore create additional ad group-level callouts that will appear with your ads instead of the account-level callouts.

Acme Electronics Callouts

Account-level structure: All campaigns Campaign: LCD TVs
  • Campaign: Plasma TVs
  • Campaign: LCD TVs
  • Ad group: 40" and less LCDs
  • Ad group: 40" and up LCDs
Callouts that will appear for all ads across the account that do not also have callouts at the campaign or ad group level: Callouts that will appear instead of account-level callouts for ads only within the ad group for large-screen LCDs:
  • 24/7 customer support
  • Free returns
  • Discounts from 20%
  • Free shipping
  • Premium delivery included

Creating and managing callouts

Creating new callouts

Create campaign-level callouts:

  1. Choose the campaign you'd like to add the extension to.
  2. Click the Ad extensions tab.
  3. Choose Callout Extensions from the View drop-down menu.
  4. Next to the Callout settings link, click Edit.
  5. You'll see all the callouts that are in this account.

    • To use an existing callout, find the callout in the list and click >> to select it.
    • To create a new callout, click the New button below the list of existing callouts. Enter the new callout text in the window that appears.
  6. Click Save.
  7. Select devices: At the bottom of the ad group callout extension window next to "Show this extension on," select the devices where you’d like the callouts in the ad group to appear. You can choose to show the callouts across All devices (this is the default setting), or specify Mobile devices only or Desktop and tablet devices only.
  8. Click Save.

Create ad group-level callouts

Before you create ad group-level callouts, keep the following in mind:

  • By default, an ad group uses callouts you've created at the account level.
  • If you create callouts at the campaign or ad group levels, those will override any callouts at the account or campaign levels, respectively.
  • You can also disable a callout for an ad group. This removes any callout you created in the ad group and stops any campaign-level callout from showing with those ads. In other words, no callout will show for the ad group.

To create an ad group-level callout:

  1. Choose the ad group you'd like to add the callout to, then click the Ad extensions tab.
  2. Choose View: Callout Extensions from the drop-down menu.
  3. Next to the Callout extension settings link, click Edit.
  4. Choose Use ad group callout to create callouts specifically for the ad group.
  5. You'll see all the callouts that are in this account.

    • To use an existing callout, click the arrow next to the callout you'd like to add to the ad group.
    • To create a new callout, click the New button below the list of existing callouts. Enter the new callout text in the window that appears.
  6. Click Save.
  7. Select devices: At the bottom of the ad group callout extension window next to "Show this extension on," select the devices where you’d like the callouts in the ad group to appear. You can choose to show the callouts across All devices (this is the default setting), or specify Mobile devices only or Desktop and tablet devices only.
  8. Click Save.

Tips:

  • Choose Use campaign setting to use existing campaign-level callouts. Keep in mind that campaign-level callouts will be used for ad groups by default, so this option is only useful if you'd like to remove a previous setting.
  • Choose Disable callouts to remove ad group-level callouts and hide the campaign callouts for this ad group. This means that the ad group won't show your callouts.
Editing callouts

To edit account-level, campaign-level, or ad group-level callouts:

  1. Choose the campaign or ad group that has the callout you'd like to edit.
  2. Click the Ad extensions tab.
  3. Choose View: Callout Extensions from the drop-down menu.
  4. From the Callout extension settings section, click Edit.
  5. You'll see a list of all the callouts available. Click >> next to the callout you want to edit.
  6. You'll see a pencil icon and a down arrow next to your callout in the Selected callouts list. Click the pencil icon.
  7. Make changes to the callout you selected.
  8. Click Save. Your change will apply to the callout text for all ad groups and campaigns that share the callout.
Removing a callout

To remove an account-level, campaign-level or ad group-level callout:

  1. Choose the campaign or ad group that has the callout you'd like to remove.
  2. Click the Ad extensions tab.
  3. Choose View: Callout Extensions from the drop-down menu.
  4. Go to the Callout extension settings section and click the plusbox to expand the section.
  5. You'll see all the callouts in the account, campaign, or ad group. Scroll to the appropriate level, hover your cursor over the set of callouts that contains the one you'd like to remove, and click the pencil icon that appears in the upper corner.
  6. Under the Selected callout extension heading, click the arrow next to each extension you'd like to remove from the campaign or ad group. If you're removing the callout from the account or campaign levels, this will remove the callout for all ad groups under the account or campaign, as well.
  7. Click Save when you're done.

To remove all callouts from a campaign or ad group:

  1. Choose the campaign or ad group that has the callouts you'd like to remove.
  2. Click the Ad extensions tab.
  3. Choose View: Callout Extensions from the drop-down menu.
  4. Go to the Callout extension settings section and click the plusbox to expand the section.
  5. You'll see all the callouts in this campaign or ad group. Scroll to the campaign-level or ad group-level callouts that you'd like to remove, and click the checkbox next to them.
  6. Click Remove.
Scheduling a callout

Here's how to narrow the date or time range during which a callout could appear:

  1. Choose the campaign that has the callout you'd like to edit.
  2. Click the Ad extensions tab.
  3. Choose View: Callout Extensions from the drop-down menu.
  4. Go to the Callout extension settings section and click Edit.
  5. You'll see a list of all the extensions in this campaign. Click >> next to the callout you want to schedule.
  6. You'll see a pencil icon and a down arrow next to your callout in the Selected callouts list. Click the pencil icon.

    • Keep in mind that any change you make affects all campaigns or ad groups sharing this callout. To make the change only for this campaign, choose the down arrow, then Copy and edit instead.
  7. A new form window will open. Click the Start/end dates, scheduling section for your callout.
  8. Start/end dates: Click inside the start and end date boxes to choose when the callout should appear with your ads.
  9. Scheduling: Set the days of the week and times of day your callout should appear. All times are in the timezone of your account.
  10. Click Save.
Best practices for callout text

Callouts that are short, specific, and unique are more likely to perform well with your ads. Here are some additional tips:

  • Keep text short: Using a maximum of 12-15 characters is ideal. This increases the amount of callouts that can show and gives AdWords more callouts to choose from. Think of a callout as a bullet point, rather than a complete sentence. Try "Free shipping" instead of "We have free shipping."
  • Be specific: Where appropriate, try to use specific details to help a potential customer decide whether your site contains the information they're looking for:
    • "4.7in LED display" vs. "Large LED display"
    • "34 MPG max mileage" vs. "Great fuel economy"
  • Capitalize words sparingly: We've learned that ads see better performance with callouts that use sentence case rather than title case, i.e.:

    • "100% silk" vs. "100% Silk"
Using callouts and sitelinks together

Sitelinks and callout extensions can be used together to provide additional context that can help potential customers learn more about what you have to offer. Callouts are not clickable, so they can't be used to link people to specific products or services on your site. Instead, callouts encourage people to focus on the main message of your ad. The promotional text of your callout can provide additional information to help people decide whether to click on the ad itself, or a more specific sitelink below your ad.

Example

We've included some examples below to help you use these extensions together for the best results:

When should I use sitelinks?

When should I use callouts?

  • To send customers to specific pages within my site, like a purchase page or contact form.
  • To give people a quick preview of the different pages on my website.
  • To highlight features of my business, product, or service.
  • To enhance and support my main ad's message to encourage more clicks.
  • To feature different benefits about my business or service.
A shoe retailer might use these sitelinks: A shoe retailer might use these callouts:
  • Men’s Shoes
  • Women’s Shoes
  • Spring Sale
  • 365-day returns
  • 24/7 customer service
  • Free shipping over $25 (campaign level)
A cable provider might use these sitelinks: A cable provider might use these callouts:
  • Pay my bill
  • Special offers
  • Moving?
  • Free HD for 3 months
  • No contract
  • Internet as low as $25/mo
Customizing a callout for mobile devices

Extensions show on all devices by default, but there are two ways you can customize callouts for mobile, desktop, and tablet devices.

  • You can create mobile-specific callouts.

    For example, if your site offers information relevant to mobile users and you want to use a mobile-preferred callout to encourage these people to visit your site, just create your mobile-preferred callout and check the "Mobile" box next to "Device preference" in the "New callout" window.

  • You can limit which devices your callout extensions can appear on at the account, campaign, or ad group level.

    For example, if you want the callouts for a specific campaign to appear only on desktops and tablets, just edit the extension settings at the campaign level and select "Desktop and tablet devices only" next to "Show this extension on."

Here's how to create mobile-specific callouts:

  1. Choose the campaign that has the callout you'd like to edit.
  2. Click the Ad extensions tab.
  3. On the View drop-down menu, choose Callout Extensions.
  4. Go to the Callout extension settings section and click Edit.
  5. You'll see a list of all the callouts in this campaign.
  6. Find the callout you want to customize and click the >> next to the callout to select it.
  7. On the callout you selected, click the down arrow that appears next to the pencil icon and choose Edit.
  8. In the form that appears, choose Mobile next to device preference.
  9. Change the callout, as needed, to optimize for mobile.
  10. Click Save.

Note

  • Callouts with the device preference set to mobile will be given preference over standard callouts on mobile devices.
  • Standard callouts will be given preference over mobile-optimized callouts of the same type on desktop and laptop computers.
  • If a campaign or ad group has only mobile-optimized callouts, these may show on desktop and laptop computers. To avoid this, we recommend having standard callouts of the same type as the mobile-optimized callouts in your campaign.

How much callouts cost

There's no cost to add callout extensions to your campaign, but you'll be charged as usual for clicks on your ad.

Performance and reports

Let's say you'd like to see how your callouts perform, like the number of clicks or impressions that occurred when your callouts were shown with your ad. You can use your callouts performance data to see which ads perform best based on the callout text used, and then optimize your callout text and settings to help you reach your advertising goals.

Monitor your callout performance

You can analyze the performance of ads that contain callouts from your Ad extensions tab. The Clicks column counts clicks on your ad headline when your callouts appeared with it.

Here's how to see your callout performance data:

  1. Select a campaign with callouts. Then, click the Ad extensions tab.
  2. Choose View: Callout Extensions from the View drop-down menu.
  3. You'll see a statistics table that contains data on the ad's performance when the callout appears.
  4. Analyze your performance data to see which callouts are performing well and optimize your callouts accordingly.

Why your callouts aren't showing

Keep in mind that your ads won't always show callouts. Also, when your ads show callouts, the format that appears could vary. For instance, anywhere from two to four callouts may appear on your ads. AdWords considers several factors when determining if and how many callouts will show with your ad. Learn more about why your callouts may not be appearing with your ads.

Next steps