Callouts

Callouts are short texts where you can describe the advantages or features of your product or service. These texts are displayed in an additional line beneath an ad created as part of a unified performance campaign.

Callouts in ads can be served on both search and the ad networks (YAN and ad exchanges).

Advantages of callouts

Provide additional information

In callouts you can list the advantages of your products or services, indicate special offers, or describe the benefits of working with you.

Increase ad CTR

According to Yandex research, callouts increase ad CTR by 3%.

Simple to set up

Think up short texts to add to your ads as callouts. The same callout can be used in different ads and campaigns.

How to add callouts

In a unified performance campaign, you can add callouts at the campaign, group, or ad level. To do this, under Additional ad elements → Callouts, select a previously used callout or add a new one.

• At the campaign level: Specify callouts for the entire campaign to apply them to all groups and ads in that campaign.

• At the ad group level: Specify callouts for an individual group to use them in all ads in that group. If haven't set any individual settings for that group, the settings are inherited from the campaign by default.

• At the ad level: Specify callouts for an individual ad to apply them only to that ad. If haven't set any individual settings for that ad, the settings are inherited from the campaign or group by default.

Settings at the ad group level take precedence over those at the campaign level. Similarly, ad settings take precedence over settings at the group and campaign levels.

For example, if your campaign contains five ad groups, you can use campaign-level settings for four of them and apply different settings to the last group.

Callouts must meet the moderation requirements. If a callout doesn't follow the guidelines, it will be rejected during moderation and it won't be served with the ad.

The length of a callout should not be more than 25 characters including spaces. The total length of the callout for an ad mustn't exceed 132 characters for desktop impressions and 76 characters for mobile impressions. Callouts can be displayed in any order.

Yandex recommends that you keep callouts short and clear. Once created, you can add a callout to any ad in one or several campaigns.

Callouts cannot be edited. If you want to change a callout, you need to delete it and create a new one.

You can add callouts to multiple ad groups at once using XLS/XLSX files, bulk updates, Direct Commander, or the Yandex Direct API.

Direct Commander supports callout settings only at the ad level. Because of this, making changes in Direct Commander resets the callouts you added at the campaign and group levels in Yandex Direct and re-adds them at the ad level. This also applies to changes made using XLS and XLSX files.

Questions?