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

Create callout extensions

  1. Sign in to your Google Ads 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' drop-down menu, select the level where 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. Tick 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 that 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 that 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 that you selected. Click the arrow  in the top right-hand 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 that 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-hand 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 that you’d like your callout extension to appear in your ads. All times are in the time zone 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 that you’d like to remove
  3. Click the Edit drop-down menu that appears, then click Remove 

 

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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