Provide general information about your business.Adding account level callouts can help you get to optimal callout coverage sooner but make sure that they’re relevant to all of your campaign and ad groups. Character limits: Callout text is limited to 25 characters in most languages, or 12 characters in double-width languages (like Chinese, Japanese, and Korean).Campaign types: Callouts can be added to Search Network campaigns and Search Network campaigns that have opted into the Display Network.Flexibility: Specify the dates, days of the week, or times of day your callouts are eligible to show.Plus, you can edit your callouts without resetting their performance statistics. Update without changing your ads: Change your callout text whenever you want, keeping your ads up-to-date with sales and special offers.You can specify the dates, days of the week, or times of day your callouts are eligible to show.

Flexible and customizable in use: You can add callouts at the account, campaign, or ad-group levels, allowing you to include generic or detailed information within your ads.Highlights your business offerings: Promote popular or unique aspects of your business with a few words or a single phrase.More details about using entities in HTML can be found on W3C and Wikipedia.

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