Google Shopping Custom Labels

[Leanne]

I hate to ask a dumb question, but can someone explain for me how custom labels work in Google Shopping? I've looked all over but can't find anything that explains how they are defined and linked to data.

[alphabet]

Custom labels are additional tags that you assign to each product and can use to filter and group the products to use in shopping campaigns. The tags are included in the feeds and augment how you define each item.

For example, you can create a tags for category_code, parent_category_code, Christmas_sale, high_margin_item, trending_item, etc. Create tags that are useful for your marketing. You can create up to four different tags per item and populate the data as custom product fields. You the include the tags in the product feed to the merchant center as <g:custom_label_0>.

Once the tags are in the Merchant Center you can use them to filter products you want to advertise in a Shopping Campaign. Once the campaign is created you can subdivide a product group by the custom label filters. Google Shopping typically lists filters such as Brand, Condition, Channel and Type but you can now use the custom labels to quickly filter and group just the products that you want in the Shopping Adgroup.

For example, if you had a custom_label whose value is back_to_school, you can quickly filter those products into a Adgroup and set the bid. If you have profit margins in a custom field, you can create an automatic bidding Smart Shopping Campaign and set the ROAS to 200% (or whatever margin works) to quickly advertise those items.

You can create Audiences with custom_labels and Google Analytics. I use GA Enhanced Ecommerce and set up a Custom Definition to include the product custom label. You can then use GA to segment Audiences by the Custom Definition and use the Audience for Remarketing. For example, if you have a product that sells very well only during Christmas you can create a custom label for the product, set the value to 'christmas_sale_item', create an Audience, and advertise to anyone that visited that item during the year just during the Christmas season.

Every business is different and the custom labels provide that versatility.

[William Davis]

Custom labels are additional tags that you assign to each product and can use to filter and group the products to use in shopping campaigns. The tags are included in the feeds and augment how you define each item.

For example, you can create a tags for category_code, parent_category_code, Christmas_sale, high_margin_item, trending_item, etc. Create tags that are useful for your marketing. You can create up to four different tags per item and populate the data as custom product fields. You the include the tags in the product feed to the merchant center as <g:custom_label_0>.

Once the tags are in the Merchant Center you can use them to filter products you want to advertise in a Shopping Campaign. Once the campaign is created you can subdivide a product group by the custom label filters. Google Shopping typically lists filters such as Brand, Condition, Channel and Type but you can now use the custom labels to quickly filter and group just the products that you want in the Shopping Adgroup.

For example, if you had a custom_label whose value is back_to_school, you can quickly filter those products into a Adgroup and set the bid. If you have profit margins in a custom field, you can create an automatic bidding Smart Shopping Campaign and set the ROAS to 200% (or whatever margin works) to quickly advertise those items.

You can create Audiences with custom_labels and Google Analytics. I use GA Enhanced Ecommerce and set up a Custom Definition to include the product custom label. You can then use GA to segment Audiences by the Custom Definition and use the Audience for Remarketing. For example, if you have a product that sells very well only during Christmas you can create a custom label for the product, set the value to 'christmas_sale_item', create an Audience, and advertise to anyone that visited that item during the year just during the Christmas season.

Every business is different and the custom labels provide that versatility.

Congratulations, that is the best all around synopsis on custom labels for Google Shopping I have ever come across. I can't recall when was the last time I read something on this forum not only so succinctly put, but how to best leverage said knowledge as it relates to this platform with exmples. Thank you for taking the time to share your knowledge for all our benefit, it is greatly appreciated.

[Leanne]

I agree, thank you so much for your detailed response!

[alphabet]

You're welcome. Thanks for the feedback. :)