Google Shopping Custom Labels for Adwords

Google Shopping Custom Labels for Adwords is a helpful attribute that allows you to define your campaigns at a much higher level.



  • Use custom label values
  • Bid per custom label value
  • Find searched keywords per campaign / ad group create by custom labels
  • Use combinations of Custom Labels, Category, Product Type and more…


How to create custom labels?

  • Using theFeedArmy APP
    • If you are using FeedArmy as your application, you can simply define the values when importing / updating or manually add them to each product.
  • Text Delimiter
    • When using a text delimiter you will need to add a column with the column header being
Item ID custom label 0 custom label 1 custom label 2 custom label 3 custom label 4
item #1 Winter BestSeller LowMargin
item #2 Summer HighMargin 2013
item #3 Clearance 2012
  • Other apps
    • Get in touch with the app developer or communtiy


Why use Custom Labels?

Using custom labels allows you to break away from the constraints within categories, product types, etc…

  • Start at any tree level
    • When using categories you always have to start at the first level of the tree. For example if we use the taxonomy “Food, Beverages & Tobacco > Food Items > Candy & Gum > Candy & Chocolate > Candy Bars & Pieces”. We would only be able to start from “Food, Beverages & Tobacco”
    • However when we use Custom Labels we can start at any of the 5 levels. Which allows us to ignore for example the first level and start ad Food Items.
  • Use values not available in other fields
    • You can use all sorts of values, for example you can use a words that define your margin. Low Margin, High Margin. High Season Low Season, Promotion, etc…. Or you can define your own taxonomy.
  • Bid differently based on your values
    • Bidding is high-ranking factor for positioning your products inside Google Shopping, bidding on these products and improving ranking is a key element in a successful sale.


What are the limitations?

You are limited to a total of 1000 different values. This means that you can use any different word or sentence in any of the 5 custom label columns. Each unique value in these 5 columns will be counted as 1.

If we look at the table below, we can see that we have 9 cells, but we only have 6 different values. Any value can be in any column, as long as the total for all 5 columns does not exceed 1000 unique values.

bedroom bed mission
bedroom armoire amish
bedroom dresser chest amish

Tip 1 – Use any combination of  subdivision types

You can start by using your top-level Custom Label 0 than define it to a subdivision using categories, product type, brand, product id etc…

Or you can start with the top-level category than use custom labels down the tree, the combinations are limitless and allow you to define your product grouping in a very effective way.

Google Adwords Product Listing Grouping


Here is a guide on how to create product group subdivisions.


Tip 2 – Find searched keywords much easier

If you have a lot of products, than creating multiple ad groups per product listing will allow you to see searched keywords for that particular group. This allows you to better control your negative keywords.

So for example I have two groups, Coffee and Juice. When I go inside dimension and select view searched keywords, I can use the filter option to change the results for a specified group.

Google Adwords Filtered Search Terms


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