Use feed labels to advertise products from specific feeds

Feed labels let you advertise all products with the same feed label in a Shopping or Performance Max campaign. You can select only one feed label per campaign. Feed labels allow more flexibility in campaign targeting. For example, feeds using the same language could be given the same feed label, making it easier to target those feeds in one campaign.

Note: Starting from 14 December 2023, you will only be able to select the 'feed label' option for product targeting for new standard Shopping campaigns or Performance Max campaigns in Merchant Center. The 'country of sale' option will no longer be available. Existing campaigns that utilise 'country of sale' won’t be impacted.

In the past, products were selected for campaigns based on the 'country of sale'. If you’ve used 'country of sale' to select products for your ad campaigns, feed labels can be used as a replacement to continue to classify your various feeds by country, allowing you to maintain your current campaign structure. For campaigns created before the introduction of feed labels, the feed label will automatically be set to the two-letter country code of the original 'primary country of sale' field, ensuring that any existing targeting continues uninterrupted. Learn more about how to Show products in all countries using a single feed.

If you add a feed label, all of the products in this feed will be duplicated and the copies will have no performance history.

The feed label that you select will determine which feeds from the selected Merchant Center account can be advertised in this campaign. You can manage your feed labels in Merchant Center.

Instructions

Add a label to your feed in Merchant Center

Each feed in Merchant Center can only have one feed label and one language.

• For new feeds: Choose one feed label and language when you create them.
• For existing feeds with multiple labels/languages: You can still edit them for now, but eventually they'll need to have only one label and language each.

1. In your Merchant Center account, from the navigation menu, click Products.
2. Under Products, click Feeds and then choose which feed you’d like to add a label to.
3. Click the Settings tab.
4. Click the three-dot menu, then select Add a feed label (advanced).
5. Under 'Target countries', click Add countries to select your target countries and click Save.
6. In the empty field, add any name you like to identify your feed (up to 20 characters). The supported characters are A-Z (in upper case only), 0–9 and '-', and can contain no spaces.
7. Select the destinations for this feed.
8. Click Add.

Bear in mind

• Language is a feed-level setting, so you won’t have the option to select a language when adding a feed label to an existing feed.
• 'Feed label' is a mandatory field when creating a feed (if you use more than one feed label in your account).

Select a feed label for your campaign in Google Ads

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the 'Appearance' icon and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the search bar in the top navigation panel of Google Ads to find the page you’re searching for.

If creating a new campaign:

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop-down in the section menu.
3. Click Campaigns.
4. Click the plus button , then select New campaign.
5. Select an objective for your campaign.
6. Select Shopping or Performance Max as your campaign type.
7. Select the Merchant Center account that has the products that you want to advertise. If you don't view any accounts here, you'll need to link your Merchant Center and Google Ads account first. You can't change the merchant after you've created the campaign.
8. Select feeds that contain the products that you want to advertise in this campaign, by selecting either a specific feed label or country of sale.

If adding to an existing campaign:

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop-down in the section menu.
3. Click Campaigns.
4. Navigate to the Settings tab.
5. Select feeds that contain the products you want to advertise in this campaign by selecting either a specific feed label or country of sale.

If adding to multiple existing campaigns:

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop-down in the section menu.
3. Click Campaigns.
4. Select the Campaigns you wish to switch from country of sale to feed label.
5. Click on the Edit button after the campaigns have been selected.
6. Select 'Remove country of sale'.
7. Select 'Use all available feeds' or choose specific feed labels.
8. If you’ve selected a specific feed label, you’ll need to specify which feed label to add.
9. Click Apply to confirm your selection.

Bear in mind

• The feed label that you select for this campaign determines which feeds from the selected Merchant Center account can be advertised in this campaign. You can edit your feed labels in Merchant Center.
• Feed labels are currently only available for Standard Shopping, Smart Shopping and Performance Max campaigns. Other campaign types continue to use country of sale.

Select a feed label for your campaign in Merchant Center

If creating a new campaign or editing an existing campaign in Merchant Center:

1. In Merchant Center, go to Marketing > Ad campaigns in the navigation menu.
2. If you’re creating a campaign, click New campaign. If you’re updating an existing campaign, click Edit campaign.
3. Click Select specific feeds. You’ll see an option to select different feeds for the campaign.
4. Choose a feed label to apply it to the campaign.
5. Finish creating or editing the campaign. After you confirm your changes, your campaign will start using the feed.

Bear in mind

• If you have only one feed label, the option to choose a feed label when creating a campaign in Merchant Center may not be available.
• For merchants previously targeting their campaigns using the 'primary country of sale' field, feed labels allow you to specify a 2-letter country-code (so that you can still target your campaigns by country).