Callout extension requirements
Punctuation and symbols in callout extensions
The following is not allowed:
Punctuation and symbols in callout text that serve no purpose other than to draw attention to the ad
Examples: Exclamation marks, punctuation at the beginning of the text, adding a ► symbol
Related policies and common disapprovals
The following AdWords policies are especially relevant to callout extensions and are often associated with disapprovals. Learn about what happens if you violate our policies.
RepetitionTo maintain a professional appearance in ads, we don’t allow excessive or gimmicky repetition of words or phrases. See the Repetition policy for more information. For callout extensions, this means that the text can’t repeat within a callout or from other callouts, ad text, or sitelink text within the same ad group, campaign, or account. For example, a callout extension would be disapproved if ad text and ad group, campaign, or account-level callouts include the text "Free shipping."
TrademarksGoogle may remove ads or extensions in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, assets, and business information. See the Trademark policy for more information.