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
  • Label frequency cap: ad units and creatives
  • Creative wrappers: networks, 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.

A single line item can have up to five labels.

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 (). 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 networks

  1. Sign in to Google Ad Manager.

  2. Click Inventory and then Network settings.

  3. Click the Labels box and select the checkboxes next to the labels you want to add.

  4. Click Save.

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.

  3. Click an ad unit's name to open its settings.

  4. Select the checkbox next to Set label frequency caps.

  5. Select the label, enter a maximum number of impressions per user, and then set how often the cap will be reached. Learn more

  6. Click Add label frequency cap to add more frequency caps as needed.

  7. Next to "Labels," select the labels you want to add so creative wrappers can be applied when creatives are served to the ad unit. Learn more

  8. 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.

  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.

Was this helpful?
How can we improve it?