Use callout extensions

Starting mid-March 2022, we're making updates to help you engage more potential customers and make ad extensions easier to manage.

Engage more people with automated extensions:

  • Dynamic callout extensions may now show with manually created callout extensions when predicted to improve performance.
  • Reporting for individual dynamic callout extensions will now be available.
  • You will be able to control which callout extensions (manually created or dynamic) are served by pausing or removing individual callout extensions.

Show more of the ad extensions you create:

  • Callout extensions created at higher levels of your account hierarchy will now be eligible to serve with callout extensions created at lower levels when they're predicted to improve your performance.
  • For example, if you have callout extensions at the campaign and account level, your account level callouts will now be eligible to serve alongside callout extensions defined at the campaign-level.

Learn more about these changes to extensions

Callout extensions 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. This article explains how to create, edit, remove, and schedule callout extensions.

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:

Ad · https://www.example.com

ACME Electronics - Competitive Pricing

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

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.
  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.
      • Type your text in the “Callout text” field.
    2. Use an existing callout: Click the “Use existing" radio button.
      • 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.
  2. Click the Callout summary card.
  3. Locate the callout you’d like to edit. In the “Callout extension” column, click the pencil iconEdit next to the name of the callout, then click Edit.
  4. In the window that appears, make changes to the callout you selected.
  5. 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.
  2. Click the Callout summary card.
  3. Locate the callout you’d like to edit. In the “Callout extension” column, click the pencil iconEdit next to the name of the callout, then click Edit.
  4. Click Advanced options dropdown.
  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 Schedule 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.
  2. Click the Callout summary card.
  3. Select the boxes next to the callouts you’d like to remove.
  4. Click Remove in the blue bar and select Confirm.

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.

Best practices

  • Provide general information about your business. 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."
  • Character limits. Callout text is limited to 25 characters in most languages, or 12 characters in double-width languages (like Chinese, Japanese, and Korean).
Note: Depending on the character spacing, browser, and device you’re using, you can show up to 10 callouts

Related links

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