Apply and implement labels

Apply labels

Labels can be applied to various items depending on the label type. Depending on how you plan to use a label, you may apply it to more than one item. The following lists indicate where a given label can be applied.

  • Competitive exclusion: companies, orders, or line items
  • Ad exclusion: companies, orders, or line items
  • Ad category: companies, orders, or line items
  • Ad unit frequency cap: ad units and creatives
  • Creative wrappers: ad units and creative wrappers

     Only available in Google Ad Manager 360.

  • Partner management: partner companies

     Only available in Google Ad Manager 360.

The "Partner management" label is available only to Partner management or Video Solutions publishers.

Labels and inheritance

In general, labels are inherited. For example, if you apply a label to an order, the label is applied to all of the line items in that order. Inherited labels are marked with a special icon (shared label icon). You can remove them from an object just as you would any other label. When you remove an inherited label, it's shown as crossed out, and you'll be given the option to restore it.

Inheritance works from companies to orders to line items, and from higher-level ad units to lower-level ad units. However, creatives don't inherit labels.

How to apply labels

Expand each section for instructions on how to apply a label.

Apply to companies

  1. Sign in to Google Ad Manager.

  2. Click Admin and then Companies.

  3. Select a company. You can apply labels to advertisers, house advertisers, and ad networks, but not to agencies or house agencies.

  4. Click the Labels box and select a label. Repeat to add more labels.

  5. Click Save.

Apply to orders

  1. Sign in to Google Ad Manager.

  2. Click Delivery and then Orders and select an order.

  3. Click Settings, then click the Labels box.

  4. Select a label. Repeat to add more labels.

  5. Click Save.

Apply to line items

  1. Sign in to Google Ad Manager.

  2. Click Delivery and then  Line items and select a line item.

  3. Click Settings, then click the Labels box.

  4. Select a label. Repeat to add more labels.

  5. If you're applying competitive exclusion labels but want to allow line items from the same advertiser to serve, then select Allow same advertiser exception (optional).

    See Prevent labeled line items from delivering together for more information.

  6. Click Save.

Apply to ad units

  1. Sign in to Google Ad Manager.

  2. Click Inventory and then Ad units and select an ad unit.

  3. Click Settings, then click Edit in the Ad unit frequency caps field.

  4. Click Ad unit labeling rule.

  5. Set the number of impressions to be shown, the label, and the time period. This limits creatives with that label from being shown to users more than the specified number of times within the specified timeframe.

    See Apply frequency caps to ad units for more information.

  6. Repeat steps 2 and 3 as needed (optional).

  7. Click Save.

Apply to creatives

  1. Sign in to Google Ad Manager.

  2. Click Delivery and then Creatives and select a creative

  3. Click Settings, then enter the labels in the Labels field.

    See Apply frequency caps to ad units for more information.

  4. Finish trafficking the creative and save it.

Remove labels

If a label that was inherited from an advertiser doesn't apply to a particular order or line item, you can remove the label. When you remove a label from an advertiser, it will also be removed from all of the advertiser's orders and line items. Likewise, when you remove a label from an order, it will also be removed from all of the order's line items.

You can ensure that a label will always be assigned to an order or line item by adding the label specifically to that order or line item instead of relying on the label being automatically inherited.

To remove a label, click the X on the label.

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