Use callout extensions

Callout extensions let you include additional ad text so you can show more detailed information about your business, products and services. This article explains how to create, edit, remove and schedule callout extensions.  

Before you begin

Campaign types: Call-out extensions can be added to Search Network campaigns and Search Network campaigns that have opted in to the Display Network.

Tips: Keep these best practices in mind when you’re creating call-out extensions:
  • Keep text short: Shorter text means more callouts can show in your ads. Think of a callout as a bullet point, rather than a complete sentence. Try 'Free delivery' instead of 'We have free delivery.' 
  • 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".
  • Character limits: Call-out text is limited to 25 characters in most languages, or 12 characters in double-width languages (like Chinese, Japanese and Korean).
Depending on the character spacing, browser, and device that you’re using, you can show up to 10 callouts. 

Callout extensions at the ad group level

  • By default, an ad group uses call-outs that you've created at the account level.
  • If you create call-outs at the campaign or ad group levels, those will override any call-outs at the account or campaign levels, respectively.
  • You can also disable a call-out for an ad group. This removes any callout that 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.

Instructions

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Create callout extensions 

  1. Sign in to your AdWords account
  2. Choose the campaign or ad group to which you’d like to add callouts, or stay at the 'All campaigns' level to add callouts at the account level
  3. Click the Ad extensions tab
  4. Select View: Callout extensions from the drop-down menu
  5. Next to the 'Callout settings' link, click Edit
    • If you’re creating callouts at the ad group level, choose Use ad group callout to create callouts specifically for the ad group.
  6. You'll see all the callouts that are in this account
    • To use an existing callout, find the callout in the list and click the arrow to select it. A minimum of two callouts are required for them to show with your ad, so select at least 2-4.
    • 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.
  7. Click Save

Edit callout extensions

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

Schedule callout extensions

  1. Choose the campaign or ad group which has the callout that you'd like to edit, or stay at the 'All campaigns' level to edit callouts at the account level
  2. Click the Ad extensions tab
  3. Select View: Callout extensions from the drop-down menu
  4. In the 'Callout extension settings' section, click Edit
  5. You'll see a list of all the extensions. Click the arrow next to the callout that you want to schedule.
  6. You'll see a pencil icon Edit and a down arrow next to your callout in the Selected callouts list. Click the pencil icon Edit.
    • Bear in mind that any change that you make affects all campaigns or ad groups sharing this callout. To make the change only for this campaign, click the down arrow, then click Copy and edit.
  7. In the window that appears, 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 that your callout should appear. All times are in the time zone of your account.
  10. Click Save

Remove callout extensions

  1. Choose the campaign or ad group that has the callout that you'd like to remove, or stay at the 'All campaigns' level to remove callouts at the account level
  2. Click the Ad extensions tab
  3. Select View: Callout extensions from the drop-down menu
  4. In the 'Callout extension settings' section, click the plus sign + 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 that you'd like to remove, and click the pencil icon Edit that appears in the upper corner.
  6. Under the 'Selected callout extension' heading, click the arrow next to each extension that 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

Tips

  • Choose Use campaign setting to use existing campaign-level callouts. Bear 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.

Bear in mind

  • 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-optimised callouts of the same type on desktop and laptop computers.
  • If a campaign or ad group has only mobile-optimised callouts, these may show on desktop and laptop computers. To avoid this, we recommend having standard callouts of the same type as the mobile-optimised callouts in your campaign.
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