About callouts for hotel campaigns

Hotel callouts allow you to include additional information (up to 2 lines of customizable text) in your ads. You can create callouts at the account, campaign, and ad group levels. Ad group callouts, however, will override campaign callouts, while campaign callouts override account callouts.

 

Here’s what it looks like after adding additional information:

Update:

  • We have migrated callouts into a more flexible system. This update will provide easier management by increasing callout entity limits, enabling the pausing of live callouts, and adding the ability to track extension-level performance through ValueTrack. To enable tracking via ValueTrack, please use the {extensionid} parameter. Learn how to Set up tracking with ValueTrack parameters.
  • This migration will have no impact on callouts management, performance, or serving.
  • To review past performance reporting, use the new predefined report called “Hotel Callouts extensions (Upgraded)” in your Google Ads account:
    1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
    2. Click the Insights and reports drop down in the section menu.
    3. Click Report editor.
    4. Click Predefined reports (Dimensions), then select Extensions (upgraded).
    5. Select the Hotel Callout extensions (upgraded) option to view your Hotel callouts report.
Keep in mind: Options and parameters
  • The number of callouts displayed may be 2, 1, or 0 depending on the amount of room available.
    • To display 2 callouts, you must create 2 separate callouts with the same language.
    • Keep in mind: Callouts are not guaranteed to show with your ad.
  • You can rotate among callouts by specifying more than 2 callouts with the same language. The system will randomly choose which callouts to show, and you will be able to view the performance of the different callouts.
  • Since callouts are language-specific, you should be sure to add callouts for all of the languages that you want to target.

There's no cost to add callouts to your campaign. Clicks on your ad are charged as usual, and you're charged a click when someone clicks any element of your ad. Adding a callout doesn’t guarantee that it'll always show with your ad. In this article, you’ll learn how to add, edit, and associate callouts with your ads. You’ll also learn what policies you must follow for your ads to appear in searches.


Benefits

  • Promote desired aspects of your business with a few words or a single phrase.
  • Add callouts at the account, campaign, or ad group levels to allow generic or detailed information within your ad.
  • Increase your clickthrough rate.

Instructions

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

How to add, edit, and associate callouts for hotel campaigns

The sections below are step-by-step instructions on how to add, edit, and associate callouts with your ads.

Add

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Assets drop down in the section menu.
  3. Click Assets.
  4. Use the workspace filter on top to select Hotel campaigns.
  5. Click the plus button and select Hotel callout.

Edit

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Assets drop down in the section menu.
  3. Click Assets.
  4. Select Association from the “Table view” drop-down menu.
  5. Click on the pencil icon Edit next to the callout to change the text and language.

Associate

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Assets drop down in the section menu.
  3. Click Assets.
  4. Use the workspace filter on top to select Hotel campaigns.
  5. Select Association from the “Table view” drop-down menu.
  6. Click the checkbox next to the callout you want to edit.
  7. Click the “Add to” button from the menu options and select the entity to associate with the callout.

Tip: Best practices

  • Add more than one callout to be eligible to display up to 2 callouts at once.
  • Be specific and give detailed information to help customers decide if you have exactly what they are looking for.
  • Use asset coverage across all of your ads by adding assets at the account level that apply to your entire business.
    • Example: “24/7 phone support”
  • Use smaller callouts at campaign and ad-group level if you highlight features that are only applicable to specific parts of your business.
    • Example: “Free wifi and concierge service”

Policies

Below are policies and guidelines to follow when adding callouts to your hotel ads:

  • Up to 100 callouts can be associated per entity (ad group, campaign for example).
  • Callout text is limited to 25 characters in most languages, or 12 characters in double-width languages (like Chinese, Japanese, and Korean).
  • Don’t include punctuation and symbols to draw attention to your callout.
  • Repetition of words or phrases isn’t allowed.

Callouts cannot:

  • Include “Book Now” or “Official Site” because they conflict with text and labels Google uses in the ads.
  • Contain any direct calls to action.
  • Contain false statements or superlatives that are not proven and explicit on the hotel Ad’s landing page, such as “best deals” or any offers (like vouchers, book early discounts, savings, and so forth).

Note: Callouts need to be applicable to the majority of available bookings that the callout is targeting. For example, a callout saying “up to 60% off” cannot be used if only a small portion of bookings for that callout offer 60% off for the associated ads.

Callouts show with your ad when

  • The callout is predicted to improve your performance.
  • Your ad’s position and Ad Rank are high enough for callouts to show.
  • The position of your ad on the results page is eligible to show callouts.

Callouts may not show with your ad if

  • Other assets can cause your particular callout not to show. Generally, Google will show the highest performing assets first, until the total number of allowed assets and combinations show.
  • Your ad’s position or Ad Rank are too low.
  • Multiple rates are displayed (such as different rates for different occupancies).

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