DoubleClick Search labels give you the power to manage and report on campaigns, ad groups, ads, and keywords outside the traditional campaign structure. You're not restricted by the object's location: any campaign, ad group, ad, or keyword within an advertiser can be applied to a label. Also, you can add multiple labels to one object for even more reporting flexibility.
Here's an example of the usefulness of labels for reporting on a collection of keywords from various campaigns and groups. A travel company has several national and regional campaigns for their accounts. For air travel, the company has campaigns Air West Coast and Air Midwest, and groups within those campaigns named Air California and Air Illinois. However, the keywords within those campaigns and groups are all related to air travel. Therefore, the company creates a label named Air Travel and applies the label to all of these keywords. This label will allow the company to report on all air-related keywords at one location. Learn more about label reports.
Follow these steps to create a label:
In the left nav, under the engine account box, click Labels.
A list of existing labels appears, with an overview of their performance.
In the toolbar above the table, click New.
The panel with the Name field for the new label appears.
Name your label.
Once the label is created, you may want to apply it to objects.