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.
Callouts are shown in ads in 1st place premium placement on Yandex search and only for the desktop audience.
In callouts you can list the advantages of your products or services, indicate special offers, or describe the benefits of working with you.
According to Yandex's research, callouts increase ad CTR by 3%.
Think up short texts to add to your ads as callouts. The same callout can be used in different ads and campaigns.
Callouts can be added when creating or editing ads. You can do this on the ad editing page under Ad extensions, select Callouts → Add. Callouts must comply with moderation requirements. If a callout doesn't meet moderation's requirements, then it will be rejected and not served alongside the ad.
It's recommended that you add a short callout. The length of a callout should not be more than 25 characters including spaces. One ad will show as many callouts that can fit into one line (66 characters including spaces). Callouts will be served in an ad in the exact order that you added them in.
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.
Please note that your store rating on Yandex.Market may be replaced by a callout. This may happen if you add all ad extensions (callout, sitelinks, vCard) to an ad.