Use custom labels for Shopping ads

With Shopping campaigns and Performance Max campaigns with a Merchant Center feed, you can use custom labels when you want to subdivide the products in your campaign using values of your choosing. For example, you can use custom labels to indicate that products are seasonal, on clearance, best sellers, etc. These values can then be selected to use for monitoring, reporting and bidding in your Shopping campaign and Performance Max campaign with a Merchant Center feed.

This article shows you how to set up custom labels for use in your Shopping campaign and Performance Max campaign with a Merchant Center feed. Remember that custom labels are for your reference only. They won't appear in your Shopping ads.

Before you begin

You'll need to have access to your product data in Merchant Center and be willing to add custom label attributes to your products.

Instructions

You can have up to five custom labels in your product data, numbered from 0 to 4. You should assign a specific definition and specify the possible values for each label. You can then use these custom labels consistently across the products in your Merchant Center account, assigning appropriate values to each product according to your definition. Each of the custom labels can only have one value per product.

Once you've set up custom labels in your product data, you can use them to subdivide your product groups in your Shopping campaign and Performance Max campaign with a Merchant Center feed.

Example of custom labels

Step 1: Decide on your own definitions and possible values for the custom label attributes.

Custom label Your definition Your choice of possible values
custom label 0 Season Winter, Spring, Summer, Autumn
custom label 1 Selling Rate Best-seller, Low-seller
custom label 2 Clearance Clearance
custom label 3 Margin Low margin, High margin
custom label 4 Release Year 1900 to 2100

 

Step 2: Assign appropriate values to each product in your product data.

ID custom label 0 custom label 1 custom label 2 custom label 3 custom label 4
Item No.1 Winter Best-seller   Low margin  
Item No.2 Summer     High margin 2013
Item No.3     Clearance   2012

 

Bear in mind

Each custom label can only have one value per product. It isn’t necessary for an item to have a value for one or more custom labels. For example, some of your clothing items may not be considered seasonal, so you wouldn’t assign a value to those items for 'custom label 0' in the example above.

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