Highlight your ad with extra snippets of text using Callout Extensions

Highlight your ad with extra snippets of text using Callout Extensions

Add extra snippets of text that highlights your store's products or offers.
Note

We're redesigning Microsoft Advertising, so the steps to complete a task may be different based on the version you're using. Learn more about the redesign and which version you're using.

Callout Extensions provide an extra snippet of text that highlights your website’s products or offers. This extension is not clickable and can appear in addition to your ad’s description. Providing additional details about your website can make your ad more relevant to potential customers.

Important

Callout text may not duplicate what is already stated in the ad. Our full list of Callout Extension policies can be found here.

Callout Extensions

Each campaign and ad group can have 20 Callout Extensions associated with it and a minimum of 2 callouts must be associated with the campaign or ad group for the callout to serve. Keep in mind that your ads won’t always show callouts and if they do show callouts, the format it appears may vary. Callout Extensions are free to add to your ad.

Ability to set up in: All Bing markets

Serves in: All Bing markets, except China.

Callout Extensions can be created or edited at the account, campaign, or ad group level. To select the level you want to make the changes in, select Account, Campaign, or Ad group below the Ad Extensions tab.

What's the difference between Callout and Structured Snippet Extensions?expando image
Callout Extension Structured Snippet Extension
When to use Showcase what makes your products or services unique. Provide more context on specific aspects of your products or services.
Example "Free shipping • 24/7 Support" "Brands: Windows, Xbox, Skype"
Character limit 25 characters per callout 25 characters per value
Minimum number 2 callouts 3 values
Maximum number 4 callouts Based on value length and screen size
How do I create a new Callout Extension? expando image
  1. From the main menu on the left, click All campaigns.
  2. From the page menu, click Campaigns or Ad groups.
  3. In the table, click the campaign or ad group you want to add an extension to.
  4. From the page menu, click Ads & extensions.
  5. From the top of the page, click Extensions.
  6. If not already selected, click Callout Extensions.
  7. Click Create ad extension > Add new Callout Extension.
  8. Enter the callout text and click Save.
  1. Click Campaigns at the top of the page.
  2. Click the Ad Extensions tab.
  3. If not already selected, click Callout Extensions and select and select Account, Campaign, or Ad group.
  4. Click Create ad extension.
  5. Select the campaign or ad group you want to add the extension to.
  6. Click Add new callout.
  7. Enter the callout text and click Save.
How do I associate an existing Callout Extension to a campaign? expando image
  1. From the main menu on the left, click All campaigns.
  2. From the page menu, click Campaigns or Ad groups.
  3. In the table, click the campaign or ad group you want to add an extension to.
  4. From the page menu, click Ads & extensions.
  5. From the top of the page, click Extensions.
  6. If not already selected, click Callout Extensions and select Account, Campaign, or Ad group.
  7. Click Create ad extension.
  8. From the Available Callout Extensions list, select the Callout Extension that you want to associate with this campaign or ad group.
  9. Click Save.
  1. Click Campaigns at the top of the page.
  2. Click the Ad Extensions tab.
  3. If not already selected, click Callout Extensions and select Campaign or Ad group.
  4. Click Create ad extension.
  5. Select the campaign or ad group you want to add the extension to.
  6. Select the Callout you want to add from the Available Callouts and click on the >> icon.
  7. Click Save.
How do I edit an existing Callout Extension? expando image
  1. From the main menu on the left, click All campaigns.
  2. From the page menu, click Campaigns or Ad groups.
  3. In the table, click the campaign or ad group you want to add an extension to.
  4. From the page menu, click Ads & extensions.
  5. From the top of the page, click Extensions.
  6. If not already selected, click Callout Extensions and select Account, Campaign, or Ad group.
  7. In the table, find the Callout Extension you want to edit and select the checkbox.
  8. Click Edit > Edit an extension.
  9. Make your changes and click Save.
  1. Click Campaigns at the top of the page.
  2. Click the Ad Extensions tab.
  3. If not already selected, click Callout Extensions and select Campaign or Ad group.
  4. Find the Callout Extension you want to edit and then select the checkbox to its left.
  5. Click Edit and select Edit an extension.
  6. Make your changes and click Save.
How do I delete an existing Callout Extension?expando image
  1. From the main menu on the left, click All campaigns.
  2. From the page menu, click Campaigns or Ad groups.
  3. In the table, click the campaign or ad group you want to add an extension to.
  4. From the page menu, click Ads & extensions.
  5. From the top of the page, click Extensions.
  6. If not already selected, click Callout Extensions and select Campaign or Ad group.
  7. In the table, find the Callout Extension you want to delete and select the checkbox.
  8. Click Edit > Delete association.
  1. Click Campaigns at the top of the page.
  2. Click the Ad Extensions tab.
  3. If not already selected, click Callout Extensions and select Campaign or Ad group.
  4. Find the Callout Extension you want to delete and then select the checkbox to its left.
  5. Click Edit and select Delete association.
How do I add a Callout Extension to multiple campaigns or ad groups? expando image

You can easily add an ad extension to multiple campaigns or ad groups with a few simple clicks.

  1. From the main menu on the left, click All campaigns.
  2. From the page menu, click Campaigns or Ad groups.
  3. In the table, click the campaign or ad group you want to add an extension to.
  4. From the page menu, click Ads & extensions.
  5. From the top of the page, click Extensions.
  6. If not already selected, click Callout Extensions and select Campaign or Ad group.
  7. Click Create ad extension > Add new Callout Extension.
  8. Select the campaigns or ad groups you want to add Callout Extensions to.
  9. From the Available Callout Extensions list, select the Callout Extension that you want to associate with the selected campaigns or ad groups, and click Done.
  10. Select the Callout Extensions from the Availabile Callout Extensions table.
  11. Click Save.
  1. Click Campaigns at the top of the page.
  2. Click the Ad Extensions tab.
  3. If not already selected, click Callout Extension.
  4. Click Create ad extension.
  5. Select the campaign(s) or ad group(s) you want to add the extension to and click Done.
  6. Select the available Callout Extensions and click Save.
How do I associate a Callout Extension at the account level? expando image
  1. From the main menu on the left, click All campaigns.
  2. From the page menu, click Campaigns or Ad groups.
  3. In the table, click the campaign or ad group you want to add an extension to.
  4. From the page menu, click Ads & extensions.
  5. From the top of the page, click Extensions.
  6. If not already selected, click Callout Extensions and select Account.
  7. Click Create ad extension.
  8. From the Available Callout Extensions list, select the Callout Extension.
  9. Click Save.
  1. Click Campaigns at the top of the page.
  2. Click All Campaigns in the left navigation page.
  3. Click the Ad Extensions tab.
  4. If not already selected, click Callout Extension and then Account.
  5. Click Create ad extension.
  6. Select the Callout Extension you want to add from the Available Callout Extensions list and click the arrow to move it over to the Selected Callout Extensions box.
  7. Click Save.

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