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Callouts for Hotel Ads

Hotel Ads callouts (previously known as taglines) allow you to include additional text inside the hotel booking module. Callouts for Hotel Ads are 1-2 additional lines of customizable text within a single ad in the number one position. Callouts can be created at multiple levels in your account hierarchy and commonly refer to property slogans, availability, perks, deals, or other promotional details. 

Note: Partners can have up to 25 callouts. Callouts are available in any of the languages that Google supports.
 
Callouts can be created at multiple levels in your account hierarchy and commonly refer to property slogans, availability, perks, deals, or other promotional details. Callouts can be associated at the account, hotel group, and brand level; brand-level callouts override hotel group callouts and hotel group callouts override account-level callouts. 

Keep in mind that you can only associate one callout per entity (e.g. hotel group, brand).

What callouts look like

Callouts appear below your name in an ad, as shown:

Callout policies and requirements

To make sure that your callouts adhere to Google's requirements and will be approved, follow the policies below. 

  • Callout text length: Each line in the callout must be 25 characters or less.

  • Callout line independence: Each line in the callout must represent a self-contained idea.  Do not assume that the two callout lines will always appear together.

  • Use of punctuation and symbols: No symbols are allowed in the callout text that serve no purpose other than to draw attention to the ad. Exclamation marks, punctuation at the beginning of the text, repeated punctuation, or emoticons are also not allowed.

  • Callout text duplication: No duplication or repetition of callout text with other callouts are allowed.

  • Calls to action: No direct calls to action are allowed in the callout text (e.g. “Book now” or “Book a room”). 

  • False statements: No false statements or superlatives are allowed that are not proven and explicit on the hotel ad’s landing page, such as “best deals” or any offers (like vouchers, book early discount, savings etc.)  

  • Use of “Official Site”: No use of the “Official Site” badge is allowed because we automatically place the Official site badge next to the callout.

  • Statements not applying to majority of inventory: Callouts that are not relevant to the majority of inventory are not allowed. For example, saying “up to 60% off” cannot be used if only a small portion of inventory is 60% off.

Create a callout

There are 2 ways to create a callout: Upload a CSV file or use the +Item button to add individual callouts. 

Note: After you submit callouts, it takes 3-5 days for them to go live (assuming they are approved at first submission). 

Upload a CSV file

Use a CSV file to upload multiple hotel IDs and associations at one time. Follow the directions below.

  1. Log into your Hotel Ads Account
  2. Navigate to Tools and then Extensions library > Callouts in the left-hand navigation. 


     
  3. Click CSV upload and follow the instructions to upload your callouts. 

Add individual callouts

Follow the steps below to add single callouts to your account. 

  1. Click Tools in the top navigation. 
  2. Select Extensions library > Callouts in the left navigation panel. 
  3. Click +Item within the Callouts Library to add individual callouts. 
  4. Add your desired language and text for lines 1 and 2 of your callout.


     
  5. Navigate to Dashboard and click Callouts to add or remove callouts and logos for each entity. 

Associate a callout

You can associate a callout in your Hotel Ads Center account at the account level, the group level, or the brand level. Follow the directions below to associate a callout.

Associate at the account level

  1. Navigate to Dashboard
  2. Click Callouts.
  3. Click +Extension to add a new callout association or edit existing associations.

Associate at the group level

  1. Navigate to Dashboard.
  2. Select View by > Hotel group and select a group.
  3. Click Callouts.
  4. Click +Extension to add a new callout association or edit existing associations.

Associate at the brand level

  1. Navigate to Dashboard.
  2. Select View by > Hotel brand and select a brand.
  3. Click Callouts.
  4. Click +Extension to add a new callout association or edit existing associations. Learn how to configure brand mappings in your account. 

Note: You don't need to wait for approval to associate a callout with an entity in your account, but the callout won't show in search results until it's approved.

Correct disapproved callouts

Callouts can be disapproved if they violate any of the policies and requirements listed above. Review the reason for disapproval, update the text, and resubmit a disapproved callout to get it approved. To correct callouts, follow these steps.

  1. Navigate to Tools, then Extensions Library > Callouts in the left-hand navigation. 
  2. Check the box next to a disapproved callout and click Edit, which displays the following screen:


     
  3. Edit the callout based on the disapproval reason under Status and then click the disk icon to save your updated callout. 
  4. Click Close.

Visit the Hotel Ads Help Center for more information about using callouts in your Hotel Ads Center account. If you manage a chain of hotels, learn more about how to associate callouts by brand

What callouts cost

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.

When callouts show

Adding a callout doesn’t guarantee that it'll always show with your ad: 

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 extensions can cause your particular callout not to show. Generally, Google will show the highest performing extensions first, until the total number of allowed extensions and combinations of extensions show. 
  • Your ad’s position and/or Ad Rank are too low. 

Note: To show callouts, Google requires a minimum Ad Rank. You may need to increase your bid or ad quality (or both) in order for your callouts to show.

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