Get more out of Google Ads with custom labels
Custom labels are a simple, but very effective tool for getting better structure, control and returns in Google Ads. Nevertheless, many do not take full advantage of the possibilities of the product feed.
In short, custom labels are an attribute in the product feed used to group and prioritise products in Google Ads. You have five available labels (custom_label_0-4), which can be filled with what is important for the advertising strategy, not just standard product information.
Why use custom labels in Google Ads?
With custom labels you can:
- segment products smarter in Shopping and Performance Max campaigns
- manage budget and bidding strategy based on actual objectives
- priority products with the highest value
This provides better control and more efficient use of the ad crowns.
Concrete examples of use in Google Ads
Instead of bringing together all products in a campaign, custom labels can be used to distinguish, for example:
- Supply products vs. ordinary products
- News which shall have additional visibility
- Best sellers and high margin products
- Seasonal ware
- Low or no traffic products (zombie products)
A classic setup is to mark products as ‘offer’ if the sale price is active and ‘ordinary’ if not. This makes it easy to provide offers of own campaigns or higher priority in Google Ads.
Setup in Merchant Center
Custom labels are set in the Google Merchant Center using attribute rules or supplementary feed. Here you can define the exact terms and conditions for which products will be given which labels – based on price, stock status, historical performance or other criteria.
When this is in place, labels can be used directly in Google Ads to build own product groups, campaigns and bidding strategies.
Always On with dynamic labels
When custom labels are dynamically configured, they are automatically updated when something changes on the web page. Products that are offered, sold out or change status are automatically adjusted in Google Ads.
This makes it possible to work with a real Always On Strategywhere advertising is always relevant, without manual adjustments.