Use Search Ads 360 labels to manage and report on campaigns, ad groups, ads, and keywords. Multiple labels can be applied to any campaign, ad group, ad, or keyword within a manager, sub-manager or a client account.
Example
A travel company has several national and regional campaigns for their accounts. For air travel, the company has campaigns Air West Coast and Air Midwest, and groups within those campaigns named Air California and Air Illinois. However, the keywords within those campaigns and groups are all related to air travel. Therefore, the company creates a label named Air Travel and applies the label to all of these keywords. This label will allow the company to report on all air-related keywords at one location.
Labels and inheritance
Labels support multilevel inheritance. For example, when you apply a label to a campaign, Search Ads 360 also applies the label to the ad groups, keywords, and ads in the campaign. Any new ad groups, keywords, or ads that you add to the campaign will also inherit the label.
If you apply another label to an ad group, Search Ads 360 also applies the additional label to the ads and keywords in the ad group. So the ad group and its ads and keywords will have at least two labels: the label inherited from the campaign, plus the label you applied to the ad group.
Types of label filters
Based on the inheritance, there are 3 types of filters for labels available in the new Search Ads 360:
- Label (All): When you select this filter, all the labels associated with the entity are displayed. This includes labels applied directly to the entity in the new SA360, as well as labels applied above that are inherited by the entity. In other words, this filter shows all the labels associated with the entity and its parent entities.
- Label (Cascaded): This filter displays the labels that are inherited by entities. For example, if you apply a label to a campaign, ad groups and keywords inherit the label. This filter displays the labels that are inherited by those ad groups and keywords.
- Label (Directly applied): This filter shows the labels that are applied to an entity directly. It doesn't show any other labels that are inherited.
Labels are not sent to advertising platforms
Labels are solely intended as an additional way to organize your objects within Search Ads 360. Label information is not sent to the advertising platforms.
Learn how to Apply labels to templates.