Create and edit callout assets

  Applies to Google Ads and Microsoft Advertising accounts in the new Search Ads 360.

Before you begin

Keep these best practices in mind when you’re creating callout assets:

• Keep text short: Shorter text means more callouts can show in your ads. Think of a callout as a bullet point, rather than a complete sentence. 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).

Depending on the character spacing, browser, and device you’re using, you can show up to 10 callouts.

Callout assets at the ad group level

Before you create callout assets at the ad group level, keep the following in mind:

• By default, an ad group uses the assets of the account or campaign it's part of.
• If you don’t want a callout at the account level to appear in an eligible campaign or ad group, you can remove it from the account and add other callouts you prefer at the campaign or ad group level instead.

Create callout assets

1. Sign in to your Search Ads 360 experience.
2. Navigate to a Google Ads or Microsoft Advertising client account.
3. From the page menu, click Assets.
4. Click the plus button , and then select Callout.
5. 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.
6. In the "Asset" section, select one of the following:
   1. Create new:
      1. In the "Callout text" fields, enter the appropriate callout text.
      2. To set device preference (Google Ads only), click Advanced options. Click the box next to "Mobile" to create mobile-only callouts.
      3. To schedule when your assets should show, click Advanced options, and choose the dates you want.
   2. Use existing: Select the callouts you'd like to use from the list.
7. Click Save.

Edit callout assets

1. Sign in to your Search Ads 360 experience.
2. Navigate to a Google Ads or Microsoft Advertising client account.
3. From the page menu, click Assets.
4. Under “Upgraded”, click on the Callout button to view all callout assets.
5. In the “Assets” column of the table, hover over the callout asset you want to edit. Click the pencil icon when it appears​, then select Edit.
6. Make changes to the callout you selected.
7. Click Save. Your change will apply to the callout text for all ad groups and campaigns that share the callout.

Schedule callout assets

1. Sign in to your Search Ads 360 experience.
2. Navigate to a Google Ads or Microsoft Advertising client account.
3. From the page menu, click Assets.
4. Click on the Callout button to view all callout assets.
5. In the “Assets” column of the table, hover over the callout asset you want to edit. Click the pencil icon when it appears​, then select Edit.
6. Click Advanced options to expand the section.
7. Under “Start date,” click Select a date and choose when the callout asset should appear in your ads.
   • Repeat these steps to select an end date.
8. Under “Days and hours,” select the days and times you’d like your callout asset to appear in your ads.
   • All times are in the time zone of your account.
9. Click Add Schedule to enter additional time frames for your callout assets to appear.
10. Click Save.

Remove callout assets

1. Sign in to your Search Ads 360 experience.
2. Navigate to a Google Ads or Microsoft Advertising client account.
3. From the page menu, click Assets.
4. Click on the Callout button to view all callout assets.
5. From the table view , select the checkboxes next to each callout you want to remove.
6. In the blue bar above the table, click Remove.

Google Ads only

Keep in mind:

• Callouts with the device preference set to mobile will be given preference over standard callouts on mobile devices.

• Standard callouts will be given preference over mobile-optimized callouts of the same type on desktop and laptop computers.
• If a campaign or ad group has only mobile-optimized callouts, they may show on desktop and laptop computers. To avoid this, Google recommends having standard callouts of the same type as the mobile-optimized callouts in your campaign.