Updated on 12 August, 2023
Google Shopping Custom Labels for Google Ads

Google Shopping Custom Labels for Google Ads

Google Shopping Custom Labels for Google Ads 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 the Feed Rules
    • You can create feed rules on any data feed solution.
Google Merchant Center Feed Rules
  • With Supplement Feeds
    • When using a text delimiter you will need to add a column with the column header being
Item IDcustom label 0custom label 1custom label 2custom label 3custom label 4
item #1WinterBestSeller LowMargin 
item #2Summer  HighMargin2013
item #3  Clearance 2012
  • Other apps
    • Get in touch with the app developer or community

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 five levels. This allows us to ignore the first level and start at Food Items.
  • Use values not available in other fields.
    • You can use all sorts of values. For example, you can use words that define your margin. Low Margin, High Margin. High Season Low Season, Promotion, etc…. Or you can define your taxonomy.
  • Bid differently based on your values
    • Bidding is a high-ranking factor for positioning your products inside Google Shopping. Bidding on these products and improving ranking is a critical element of a successful sale.

What are the limitations?

You are limited to a total of 1000 different values. Meaning you can use any other word or sentence in any of the five custom label columns. Each unique value in these five columns will be counted as one.

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

bedroomdresser chestamish

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 then 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 many products, then creating multiple ad groups per product listing will allow you to searched keywords for that particular group. Enabling 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 specified group results.

Google Adwords Filtered Search Terms

Need Help?
Do you have a question or need specialist support? Get in touch!

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Cristiano do Adwords
6 years ago

thanks nice

Emmanuel Flossie
Reply to  Cristiano do Adwords
6 years ago


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