Create and report on Google Ads callout extensions

Use bulksheets to create and apply callout extensions

The overall process for creating and applying callout extensions is:

  1. Download an editable bulksheet that contains the accounts, campaigns, or ad groups you want to apply the callout extensions to.
  2. In the downloaded bulksheet, create callout extensions:
    1. Add columns for creating callout extensions, including a special Row tag column that you use to assign a temporary ID to each callout extension.
    2. Add rows and enter information for each callout extension.
  3. Paste a callout extension's temporary ID into an account, campaign, or ad-group row.
  4. Upload the bulksheet.

Download a bulksheet with accounts, campaigns, and ad groups

Download an editable bulksheet that contains the accounts, campaigns, and ad groups you want to apply the callout extensions to:

  1. Navigate to an advertiser.

    Steps for navigating to an advertiser
    1. Click the navigation bar to display navigation options.

    2. 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.

    3. In the "Advertiser" list, click on the advertiser.

    4. Click Apply or press the Enter key.

    Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

  2. To create an account-level callout extension:
    1. Click the Engine accounts tab and select one or more Google Ads accounts in the reporting table.
    2. Click the download icon Download icon, which appears above the reporting table and make the following selections in the download panel:
      • Scope: Current selection in table
      • Columns: Editable columns (for re-upload)
      • Include types: Accounts
      • Filters: Include rows with no impressions
  3. To create a callout extension and apply it to specific campaigns or ad groups:
    1. Click the Campaigns or Ad groups tab.
    2. Optionally use a filter to display only the Google Ads campaigns or ad groups you want to apply the callout extensions to.
    3. Click the download icon Download icon, which appears above the reporting table and make the following selections in the download panel:
      • Scope: Current selection in table
      • Columns: Editable columns (for re-upload)
      • Include types: Campaigns or Ad groups
      • Filters: Include rows with no impressions
  4. Click Download.

    Search Ads 360 generates the report and either downloads the file to your browser's download directory or sends an email, depending on the delivery option you selected.

    If you selected to download a report and the report is very large, it may take a while for Search Ads 360 to generate the report. You can still use Search Ads 360 while the report is generating. A status bar indicates the progress of the report generation. When it's complete, a Download link appears in the status bar. Click the link to download the report.

Create callout extensions

In the downloaded bulksheet:

  1. Add columns for creating callout extensions.
    You can insert these before or after the other columns that are already in the bulksheet—the order of columns doesn't matter.
  2. You'll also need to enter information in the following columns, which were already included when you downloaded accounts, campaigns, or ad groups:
    • Advertiser ID: Enter the numeric ID for the advertiser that will contain the callout extension. You can copy the ID from an existing row.
    • Account ID: Enter the numeric ID for the engine account that will contain the callout extension. You'll need to enter an account ID even if you're applying the callout extension directly to a campaign or ad group. You can copy the ID from an existing row.
  3. Add a row for each callout extension. In each callout extension's row:
    1. In the Row type column, enter Callout extension.
    2. In the Action column, enter create.

    3. Enter information in all of the callout-extension columns.

Bulksheet columns for creating callout extensions

  • 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.
  • Extension mobile preference: Enter Mobile if this callout extension is preferred over other callout extensions when people see your ad on mobile devices. Otherwise, enter All.
  • Extension start date: Optionally enter a date on which this callout can start appearing in your ads. Use the following format: YYYY-MM-DD.
    If you leave this date empty, the callout extension can appear in ads as soon as you upload the extension.
  • Extension end date: Optionally enter a date on which this callout stops appearing in your ads. Use the following format: YYYY-MM-DD.
    If you leave this date empty, the callout extension can appear in ads indefinitely.
  • Row tag: Enter a temporary identifier for the new callout extension. The identifier needs to be unique within the bulksheet, but because it is not stored in Search Ads 360, it can be reused in a different bulksheet to create other callout extensions.
    Note: The row tag can include alphanumeric characters and _(underscores), but cannot include wildcard characters such as @ or *. The row tag can start with upper or lower case letters or an _ (underscore). For example,
    • _callout_ext_4 is a valid row tag.
    • 4_callout_ext_@ is not a valid row tag.

Add row tags to the account, campaign, or ad group rows

  1. If the bulksheet doesn't already include a  Callout extensions column, add one.
  2. To apply a new callout extension to an account, campaign, or ad group, copy the extension's row tag to the account, campaign, or ad group's Callout extensions column.

To apply an existing callout extension, copy the ID that Search Ads 360 has assigned to the extension into the account, campaign, or ad group's Callout extensions column. You can find the ID by adding the ID column to the Callout extensions tab.

If you downloaded campaigns or ad groups, you can enter either of the following in the Callout extensions column instead of entering a row tag:

  • (inherited) - Inherits all callout extensions from the account or campaign. This is the default value.
  • (disabled) - Prevents all ads in the campaign or ad group from displaying any callout extensions.

Upload the bulksheet

After you've updated the bulksheet, save it and upload the bulksheet to Search Ads 360.

Examples

Here's an example of creating an account-level callout extension. (To save space, not all of the required columns are displayed here.)

Row type Action Advertiser ID Account ID Callout text Row tag Callout extensions
Callout extension create ...12345 ...45678 Sample callout ext_1  
engine account edit ...12345 ...45678     ext_1

 

Here's an example of creating a callout extension and applying it to a campaign. (To save space, not all of the required columns are displayed here.)

Row type Action Advertiser ID Account ID Campaign Callout text Row tag Callout extensions
Callout extension create ...12345 ...45678   Sample callout ext_1  
campaign edit ...12345 ...45678 Campaign1     ext_1
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