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Create, use and manage labels

Labels allow you to organise your campaigns, ad groups, ads and keywords into groups. Labels are customisable, and you can change them around at any time.

In this article, you’ll learn how to create and manage labels that you can use in your statistics tables.

Before you begin

If you’re not familiar with how labels work, consider learning about AdWords labels.

Select the AdWords experience that you're using. Learn more

Apply and remove labels using your Campaigns, Ad groups, Ads and Keywords tabs

  1. Click the Keywords tab (or the Ad groups, Ads or Campaigns tab).
  2. Using the 'Modify columns' button, add the 'Labels' column to your statistics table if it's not there already.
  3. Select the keyword that you'd like to apply a label to.
  4. Click the 'Labels' drop-down menu.
  5. Select the labels that you'd like to apply, or create a new one in the drop-down menu.
  6. Click 'Apply'.
Apply labels in bulk

To apply a label to all entities in a table, including the ones on subsequent pages that aren’t shown on the first page, follow the steps below:

  1. Click the Keywords tab (or the Ad groups, Ads or Campaigns tab).
  2. Using the 'Modify columns' button, add the 'Labels' column to your statistics table if it's not there already.
  3. Select the box in the top left-hand corner of the table. This will select all of the keywords (or ads, ad groups or campaigns) currently visible in the table.
  4. Click the message at the top of the table that says “Select all rows across all pages”.
  5. Then click the “Labels” button above the table and select the label that you want to apply (or create a new one).
  6. Click “Apply”.
  7. You’ll see a message that your labels are being applied. If it’s a large job, this may take some time. Click 'Run in background' if you’d like to leave this page. To monitor the progress, you can check on this request by clicking “Bulk Operations” and selecting “Bulk Edit”. Here you can view the status of all your bulk editing requests. Learn more about Bulk edits
Filter by label using your Campaigns, Ad groups, Ads and Keywords tabs
  1. Click the Keywords tab (or the Ad groups, Ads or Campaigns tab).
  2. In the 'Filter' drop-down menu, select 'Filter by label'.
  3. Using the additional drop-down menus, select the label or labels that you'd like to filter by.
  4. Click 'Apply'.
  5. In the statistics table, you can see all the keywords (or ad groups, or ads, depending on what tab you're working under) with that label (or combination of labels) as well as the other labels applied to each entity.
Manage labels from the Labels admin page

You can get to the best place for managing your labels by clicking 'Labels' in the left panel of your AdWords account. Here you can see all your labels, and how many campaigns, ad groups, ads and keywords are designated with each. If you click on a number in either the campaigns, ad groups, ads or keywords columns of this table, you'll be taken to a new table filtered for just that label and entity.

You can also add and remove labels as well as edit label names, descriptions and colours.

To change the name of a label, or its colour, or to add or edit a description, click the label name or the colour square and a pop-up box will appear allowing you to type in a new name, or select a new colour.

View your performance data by label

Here's how to view your labels performance data on the Dimensions tab:

  1. Click the Dimensions tab.
  2. Click 'View'.
  3. In the drop-down menu, select 'Labels'.
  4. Then select whether you'd like to view labels data by keyword, ad, ad group or campaign.
  5. In the statistics table, you'll see your performance data broken out by label at the level that you selected for the date range that you've specified. The last row, called the 'Everything Else row', shows a summary of performance for all elements that aren't associated with the labels in the table.

Tip

The "Everything Else" row shows a summary of performance for all elements that are not associated with the labels in the table. In the case of an unfiltered labels report, the Everything Else row will contain the total performance for all keywords without a label. But, if you filter the report to show two of five labels, the Everything Else row will contain results for all keywords without those two labels.

This row comes in handy, for instance, when you are labelling branded vs non-branded keywords. Since your branded keywords are likely to represent 10-20 keywords, you don't need to create a label for the thousands of non-branded keywords in your account. Rather, you can simply run a report on the branded label and see the results from the non-branded keywords reflected in the Everything Else row.

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