---
metadata:
- name: generator
content: Diplodoc Platform v5.50.6
alternate:
- https://yandex.com/support/direct/en/efficiency/callout.md
- https://yandex.com/support/direct/ru/efficiency/callout.md
- https://yandex.com/support/direct/tr/efficiency/callout.md
- https://yandex.com/support/direct/zh/efficiency/callout.md
---
> **Documentation Index:** Fetch the complete configuration index at https://yandex.com/support/direct/en/llms.txt
# 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.
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Callouts in ads can be served on both search and the ad networks (YAN and ad exchanges).
## Advantages of callouts {#about}
**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 {#how-to}
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. The maximum number of callouts is 50.
- **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](https://yandex.com/support/direct/en/moderation/ad-rules.md#grammar). 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.
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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](https://yandex.com/support/direct/en/alternative-interfaces/xls-interface.md), [bulk updates](https://yandex.com/support/direct/en/campaigns/multi-edit.md), Direct Commander, or the [Yandex Direct API](https://yandex.com/support/direct/en/alternative-interfaces/api.md).
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.
#### Have questions? {#questions}
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Our customer support can only assist you with campaigns linked to the username you are contacting us from. You can check your username by opening [ya.ru](http://ya.ru/) in another browser tab. Our team can access your data only when processing your request.
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Scan the QR code or tap it to follow the link.
If you select Telegram or WhatsApp, keep in mind that Yandex does not control and is not liable for how third-party messengers store your data and chat history.
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You can contact us from 10:00 to 19:00 (UTC+3) by phone:
**Moscow**: [+7 495 139-91-93](tel:+74951399193)
**Russia**: [8 (800) 700-47-45](tel:88007004745) (toll-free within Russia)
To access campaigns, the customer service specialist will need your [PIN](https://yandex.com/support/direct/en/troubleshooting/pin-code.md).
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