About a week ago, we saw callouts starting to go live in Google Hotel Ads on mobile, and it looks like they have migrated to desktop now as well:

Here, Expedia have chosen to extend their Google Hotel Ad with two additional pieces of ad text, called callouts:

• Best Price Guarantee
• Travel More. Spend Less.

These callouts appear to only show in the top ad position, and give the affected advertiser more real estate in this position. We’re seeing them today in the US on desktop and mobile devices and under the localuniversal search type only.

It appears that hotel suppliers (the brands themselves) are getting a bonus callout in this experience indicating they are the “Official Site” of the hotel selected:

Here are some examples of the types callouts we’re seeing live so far:

• Book direct for [wifi, best rate, etc]
• Select your room
• Loyalty program messaging
• Free [wifi, breakfast]
• Mobile check in
• Best rate guarantee
• Last minute savings
• [Real, good, lots of] guest reviews
• Get instant savings
• [Breakfast, wifi, etc] available
• Price matching

This experience will be important to pay attention to. Well structured and selected callouts could help the advertiser differentiate themselves further, especially in areas of tight price parity. Callouts may affect click through rate for the ad itself.

Because we’re only seeing callouts appear for only the top ad, they could also have the effect of steepening the click curve (the distribution of clicks that go to ad position 1, 2, 3, etc.)