Is it best to create different callout extensions for mobile devices?
Does having different callouts for mobile devices increase your quality score? Is there any benefit of adding separate callout extensions for mobile devices even if the callouts aren't mobile specific?
Re: Is it best to create different callout extensions for mobile devic
Callout extension text is only limited to 25 characters, be it is shown on mobile devices OR regular desktops. But yes, it is certainly recommended to create dedicated Callout extensions for Mobile devices, so that your mobile ads stand out in front of other advertisers and could compete effectively during the ad auction. You might also be aware of the update that happened in the past regarding Ad Rank: the effectiveness of ad extensions is also going to be one of the deciding factor for ranking ads during the ad auction. More details here: http://adwords.blogspot.in/2013/10/improving-ad-rank.html