Create and edit callout extensions

calloutTo add callout extensions to your ads, first create one or more callout extensions in the engine account. You can set up the extensions to be inherited by all campaigns and ad groups in the engine account, or you can set up campaigns and ad groups to use specific extensions.

You'll need to create a minimum of two callouts per engine account, campaign, or ad group for your ad to be eligible to show with callouts. However, we recommend that you create the maximum number available of four per level to ensure as many callouts as possible are available to show with 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.

Note that if you apply callout extensions to a campaign, that campaign can only display the specific callout extensions you apply. That is, a campaign can't specify its own callout extensions and inherit other callout extensions from the engine account. The same is true for ad groups: an ad group can't specify its own callout extensions and inherit other callout extensions from higher up.

If you've already created callout extensions in Google Ads, you can sync them into Search Ads 360.

Create a callout extension from Search Ads 360

1. Navigate to a Google Ads engine account.

   Steps for navigating to an engine account

   1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

   2. Click the navigation bar to display navigation options.

   3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   4. In the "Advertiser" list, click on the advertiser that contains the engine account.

   5. In the "Account" list, click on the engine account.

   6. Click Apply or press the Enter key.

   Search Ads 360 displays the engine account page.

2. Click the Extensions ▼ tab and select Callout Extensions.
   Note that you can create callout extensions only at the engine-account level. If you scope to a campaign or ad group, you can see existing callout extensions applied at that scope, but you can't create new ones.
3. Click the + Callout extension button, which appears above the reporting table.
4. Enter properties for the callout extension.
5. To enable the callout to be inherited by all campaigns and ad groups that don't explicitly select specific callouts or disable callouts, select Account-level extension. 
6. If you only want this extension to appear in specific campaigns or ad groups, under Apply to campaigns or Apply to ad groups, select the campaigns or ad groups.

   Note that the campaigns or ad groups you select will no longer inherit call extensions from the engine account.  That is, a campaign can't specify its own callout extensions and inherit other callout extensions from the engine account. The same is true for ad groups: an ad group can't specify its own callout extensions and inherit other callout extensions from higher up.

   Each level—engine account, campaign, and ad group—can have up to 20 callout extensions each.

7. Click Save.

The new callout extension appears in the reporting table. The extension can appear in ads as soon as you click Save, unless you've scheduled a start date.

Callout extension properties

• Callout text: Additional text that appears in an ad.
  Callouts are limited to 25 characters in most languages, or 12 characters in double-width languages like Chinese and Japanese.
• Account-level extension: Select this checkbox if you want the callout extension to be inherited by all campaigns and ad groups that don't explicitly select specific callouts or disable callouts.
• Mobile preferred: Select this checkbox if this callout extension is preferred over other callout extensions when people see your ad on mobile devices.
• Start/end dates: Optionally enter start and end dates during which this callout extension can appear in your ads. If you leave these properties empty, the callout extension can appear in ads as soon as you save the extension.

Edit callout extensions from Search Ads 360

1. Navigate to a Google Ads engine account.

   Steps for navigating to an engine account

   1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

   2. Click the navigation bar to display navigation options.

   3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   4. In the "Advertiser" list, click on the advertiser that contains the engine account.

   5. In the "Account" list, click on the engine account.

   6. Click Apply or press the Enter key.

   Search Ads 360 displays the engine account page.

2. Click the Extensions ▼ tab and select Callout Extensions.
3. Select the checkbox next to a callout extension and click the Edit button, which appears above the reporting table.
4. Update the callout extension properties.
5. Click Save.

Search Ads 360 traffics the changes to Google Ads.

If you edit a callout extension in a Google Ads, you can sync the change into Search Ads 360.