Callout extensions allow ads to include additional information about a hotel or its amenities, services,... to make it more attractive for the web users.

What are the steps to display callouts? 

Please contact our DMP Support Team, specify the hotel concerned, and provide the callout content translated into the relevant languages if you wish to apply them to different markets.

What are the requirements for Callouts? 

• 25 characters or less per tagline
• no punctuation, symbols or emoticons
• no direct calls to action
• no “Book Now” or “Official Site” because they conflict with text and labels Google uses in the ads
• no excessive or gimmicky repetition of words or phrases
• no false statements or superlatives that are not proven and explicit on the hotel Ad’s landing page, such as “best deals” or any offers.

Callouts need to apply to the majority of available bookings that the callout is targeting. For example, a callout saying “up to 60% off” cannot be used if only a small portion of bookings for that callout offer 60% off for the associated ads.

Callouts show with the 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 the ad if:

• Other assets can cause your particular callout not to show. Generally, Google will show the highest-performing assets first, until the total number of allowed assets and combinations show.
• Your ad’s position or Ad Rank is too low.
• Multiple rates are displayed (such as different rates for different occupancies).

How long does it take for callouts to appear in my Google campaigns? 

Once submitted to Google, please allow a few days for the callouts to appear in your ads, provided they are approved. 

Will my callouts be affected by the cancellation policy? 

No, the cancellation policy does not impact the display of callouts.

Will my callouts appear in Google Hotel Ads Free Booking Links?

No, callouts set in Google Ads do not appear in Free Booking Links. They are only shown with paid Google Hotel Ads.