With Shopping campaigns and Performance Max campaigns with a Merchant Center data source, you can use custom labels when you want to subdivide the products in your campaign using values of your choosing. For example, you can use custom labels to indicate that products are seasonal, on clearance, best sellers, etc. These values can then be selected to use for monitoring, reporting, and bidding in your Shopping campaign and Performance Max campaign with a Merchant Center data source.
This article shows you how to set up custom labels for use in your Shopping campaign and Performance Max campaign with a Merchant Center data source. Remember that custom labels are for your reference only. They won't appear in your Shopping ads.
Before you begin
You'll need to have access to your product data in Merchant Center and be willing to add custom label attributes to your products.
Instructions
You can have up to 5 custom labels in your product data, numbered 0 through 4. You should assign a specific definition and specify the possible values for each label. You can then use these custom labels consistently across the products in your Merchant Center account, assigning appropriate values to each product according to your definition. Each of the custom labels can only have one value per product.
After you've set up custom labels in your product data, you can use them to subdivide your product groups in your Shopping campaign and Performance Max campaign with a Merchant Center data source.
Example of custom labels
Step 1: Decide on your own definitions and possible values for the custom label attributes.
| Custom label | Your definition | Your choice of possible values |
|---|---|---|
custom label 0 |
Season | Winter, Spring, Summer, Fall |
custom label 1 |
SellingRate | BestSeller, LowSeller |
custom label 2 |
Clearance | Clearance |
custom label 3 |
Margin | LowMargin, HighMargin |
custom label 4 |
ReleaseYear | 1900 to 2100 |
Step 2: Assign appropriate values to each product in your product data.
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 |
Keep in mind
Each custom label can only have one value per product. It isn’t necessary for an item to have a value for one or more custom labels. For example, some of your clothing items may not be considered seasonal, so you wouldn’t assign a value to those items for “custom label 0” in the example above.
- It may take up to 24-48 hours for newly created or edited custom labels to appear in Google Ads.
- Your custom label may not sync in Google Ads if you are exceeding or close to the attribute limit in Merchant Center.
- Limits: 1–100 characters, up to 1,000 unique values account-wide for each custom label attribute (up to 5,000 labels total).