Attribute rules for 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. Attribute rules for 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, attribute rules for 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.
If you add attribute rules for a feed label, all of the products in that product data source will be duplicated and the copies will have no performance history.
The attribute rule for the feed label you select will determine which product data sources from the selected Merchant Center account can be advertised in this campaign. You can manage your attribute rules for feed labels in Merchant Center.
Instructions
Add a label to your product data source in Merchant Center
When creating a new product data source, choose one attribute rule for the feed label and language.
In your Merchant Center account, click on the Settings & tools icon
.
Select Data sources.
Under the “Product sources” tab, select a product source for which you’d like to add a label to.
Click the Your attribute rules tab and select Add attribute rule.
Under “Target countries,” click Add countries to select your target countries, and click Save.
In the empty field, add any name you like to identify your product data source (up to 20 characters). The supported characters are A-Z (in upper case only), 0-9 and "-", and can contain no spaces.
Select the destinations for this product data source.
Click Add.
Keep in mind
- Language is a setting at product data source level, which means you can only change your language setting when creating a new data source. You won't be able to choose a language when applying an attribute rule for feed label to an existing product 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
If creating a new campaign:
In your Google Ads account, click the Campaigns icon
.
Click the Campaigns drop down in the section menu.
Click Campaigns.
Click the plus button
, then select New campaign.
Select an objective for your campaign.
Select Shopping or Performance Max as your campaign type.
Select 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.
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 a label to an existing campaign:
In your Google Ads account, click the Campaigns icon
.
Click the Campaigns drop down in the section menu.
Click Campaigns.
Navigate to the Settings tab.
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 a label to multiple existing campaigns:
In your Google Ads account, click the Campaigns icon
.
Click the Campaigns drop down in the section menu.
Click Campaigns.
Select the Campaigns you wish to switch from country of sale to feed label.
Click Edit button after the campaigns have been selected.
Select “Remove country of sale”.
Select “Use all available feeds” or choose specific feed labels.
If you’ve selected a specific feed label, you’ll need to specify which feed label to add.
Click 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 attribute rules for 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 an attribute rule for feed label for your campaign in Merchant Center
If creating a new campaign or editing an existing campaign in Merchant Center:
In the left navigation menu of your Merchant Center account, select Ad campaigns in the “Marketing” tab.
If you’re creating a campaign, click New campaign. If you’re updating an existing campaign, click Edit campaign.
Click Select specific product data sources. You’ll see an option to select different product data sources for the campaign.
Choose a feed label to apply it to the campaign.
Finish 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).