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Use callout extensions

Callouts can improve your text ads by promoting unique offers to shoppers, like free shipping or 24-hour customer service. When customers see your ads, they get detailed information about your business, products, and services.

 

How they show

2 to 6 callouts show in addition to the text of your ad. Ads with callout extensions can show at the top and bottom of Google search results. When callout extensions show, they appear below your ad copy. 

Example

This is an example of how a callout extensions might appear on a computer:

ACME Electronics - Competitive Pricing
Ad www.example.com
Shop ACME Electronics For Laptops, Smartphones, Video Games, And More.
Free Shipping · 24-7 Customer Service · Price Matching

Benefits

  • Highlight your business offerings: Promote popular or unique aspects of your business.
  • Update without changing your ads: Change your callout text whenever you want, keeping your ads up-to-date with sales and special offers. Plus, you can edit your callouts without resetting their performance statistics.
  • Flexibility: Specify the dates, days of the week, or times of day your callouts are eligible to show.

Before you begin

Campaign types: Callout extensions can be added to Search Network campaigns and Search Network campaigns that have opted into the Display Network.

Character limits: Callout text is limited to 25 characters in most languages, or 12 characters in double-width languages (like Chinese, Japanese, and Korean).

Instructions

Choose the AdWords experience you're using. Learn more

 

Create callout extensions

  1. Sign in to your AdWords account.
  2. Click Ads & extensions in the page menu on the left, then click Extensions at the top of the page.
  3. Click the plus button , then click Callout extension.
  4. In the “Add to” dropdown menu, select the level at which you’d like to add the callout. Choose between the Account, Campaign, or Ad group level.
    1. Create a new callout: This setting is selected by default.
      • Click Advanced options to set device preference. Click the box next to Mobile to create mobile-only callouts. 
      • Type your text in the “Callout text” field.
    2. Use an existing callout: Click the circle next to “Use existing." 
      • Select the callouts you’d like to use from the list.
  5. Click Save.

Edit callout extensions

  1. Click Ads & extensions in the page menu on the left, then click Extensions at the top of the page.
  2. Locate the callout you’d like to edit. In the “Extensions” column, click the name of the callout.
  3. In the window that appears, make changes to the callout you selected. Click the arrow  in the top-right corner to go to the callout editing page. 
  4. Click Save. Your change will apply to the callout text for all ad groups and campaigns that share the callout.

Schedule callout extensions

  1. Click Ads & extensions in the page menu on the left, then click Extensions at the top of the page.
  2. Locate the callout you’d like to edit. In the “Extensions” column, click the name of the callout.
  3. In the window that appears, click the arrow in the top-right corner.
  4. Click Advanced options.
  5. Under “Start date”, click Select a date and choose when the callout extension should appear in your ads. Repeat these steps to select an end date.
  6. Under “Extension schedule,” select the days and times you’d like your callout extension to appear in your ads. All times are in the timezone of your account.
  7. Click Add to enter additional timeframes for your callout extensions to appear.
  8. Click Save.

Remove callout extensions

  1. Click Ads & Extensions in the page menu on the left, then click Extensions at the top of the page.
  2. Select the boxes next to the callouts you’d like to remove.
  3. Click the Edit drop-down menu that appears, then click Remove.

How callouts work

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

Callout extensions at the ad group level

  • 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.

Callout extensions on mobile devices

  • 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.

Best practices

  • Provide more general information that’s applicable to your entire business at the account and campaign levels, (like “24/7 phone support”), and provide more specific information at the ad group level (like “women’s skis” or “20% off cameras”).
  • Keep text short. Shorter text means more callouts can show in your ads. Try "Free shipping" instead of "We have free shipping." 
  • Be specific. Give customers detailed information so they can decide if you have what they’re looking for. Try "34 MPG max mileage" instead of "Great fuel economy."
     
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