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Use feed labels to advertise products from specific product data sources

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, product data sources using the same language could be given the same feed label, making it easier to target those product data sources in one campaign.

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 product data sources 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 2 letter country-code of the original “primary country of sale” field, ensuring that any existing targeting continues uninterrupted.

The feed label you select will determine which product data sources from the selected Merchant Center account can be advertised in this campaign.


Instructions

Add a label to your product data source in Merchant Center

Note:
  • Feed labels are available only during the creation of a new data source if you have "Advanced data source management" enabled under “Add-ons”.
  • When creating a new product data source, you can choose the country, language, marketing methods, and feed label. However, once a product data source is created, you cannot modify the language or feed label.

Step 1In your Merchant Center account, click Settings and tools icon Tools and setting menu icon [Gear].

Step 2Select Data sources.

Step 3On the “Primary sources” tab, click Add product source.

Step 4Add your data source information and scroll to the bottom of the page to view the “feed label” setting next to the “country”, “language” and “marketing methods” settings.

Step 5Click on the pencil icon Editnext to the feed label option.

  • In the empty field, enter a name that helps you easily categorize and identify your products in Ads campaign (up to 20 characters). The supported characters are A-Z (in upper case only), 0-9 digits, hyphen or underscore. The feed label must not include any spaces.

Step 5Click Save .

Keep in mind

  • Language is a setting at product data source level, which means you can only set your language setting when creating a new data source.
  • If you manage multiple product data sources in Merchant Center, you can use feed labels to organize them and create targeted ad campaigns. For example, you could assign different feed labels to data sources containing products in different languages or categories. This allows you to easily select and advertise specific groups of products in your Shopping campaigns.

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:

Step 1In your Google Ads account, click the Campaigns icon Campaigns Icon.

Step 2Click the Campaigns drop down in the section menu.

Step 3Click Campaigns.

Step 4Click the plus button Add, then select New campaign.

Step 5Select an objective for your campaign.

Step 5Select Shopping or Performance Max as your campaign type.

Step 5Select the Merchant Center account that has the products 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.

Step 5Select 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 a label to an existing campaign:

Step 1In your Google Ads account, click the Campaigns icon Campaigns Icon.

Step 2Click the Campaigns drop down in the section menu.

Step 3Click Campaigns.

Step 4Navigate to the Settings tab.

Step 5Select 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 a label to multiple existing campaigns:

Step 1In your Google Ads account, click the Campaigns icon Campaigns Icon.

Step 2Click the Campaigns drop down in the section menu.

Step 3Click Campaigns.

Step 4Select the Campaigns you wish to switch from country of sale to feed label.

Step 5Click Edit button after the campaigns have been selected.

Step 5Select “Remove country of sale”.

Step 5Select “Use all available feeds” or choose specific feed labels.

Step 5If you’ve selected a specific feed label, you’ll need to specify which feed label to add.

Step 5Click Apply to confirm your selection.

Keep in mind

  • The label you select for this campaign determines which product data source 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 the 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:

Step 1In the left navigation menu of your Merchant Center account, select Ad campaigns in the “Marketing” tab.

Step 2If you’re creating a campaign, click New campaign. If you’re updating an existing campaign, click Edit campaign.

Step 3Click Select specific product data sources. You’ll see an option to select different product data sources for the campaign.

Step 4Choose a feed label to apply it to the campaign.

Step 5Finish creating or editing the campaign. After you confirm your changes, your campaign will start using the product data source.

Keep 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).

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