Using Custom Labels for Google Shopping campaigns

by Ben Culpin, on Aug 6, 2019 3:41:23 PM

You probably already know the ways that you can create product groups on Google Shopping.

They allow online merchants to split their product listings based on factors like Category, product Type, ID, Condition or Brand.

But sometimes those factors can be limiting. That's where Custom Labels come in.

When you want to separate your product listings based on other attributes, Custom Labels are the perfect solutions, based on conditions which you decide upon. 

 

What are Custom Labels for Google?

As we saw with Facebook Custom Labels, these consist of 5 optional columns which let you split the biddings on specific ad groups within your Shopping Campaigns.

In this article we'll take a look at some common custom label examples, and illustrate how they can be used in bidding, reporting and optimizing your Google campaigns. 

The products in your feed will vary by price, margins, seasonality, etc.

 

Custom label

Definition 

Values

0

Margin

High, low

1

Price category

€0-20, 21-50, 51-100, 

2

Season

Spring, Summer, autumn, winter

3

Sale

Clearance, half price

4

Shipping

Free, standard

 

When you create your custom labels, you simply assign a definition for each, and specify the values for each.

Bear in mind that each of the custom labels can only have one value for each product. Being consistent by applying these to all the relevant products in your feed will allow you to truly reap the rewards - which we'll look at in a moment.

 

Custom Labels application

As I mentioned above, it's up to you how and when you apply your custom labels, depending on what you are selling, your pricing strategies, you high and low seasons, etc. 

Let's take a look at some examples from the table above to give some inspiration: 

Season

Many sellers stock season-specific items that are intended for a particular time of year. 
This might be beach gear for the summer or warm outdoor gear for the winter.

By applying seasons to your custom label you can alter how you bid throughout the year, increasing bids to win auctions on Google when you want to sell more of that product type and lowering bids when sales will be lower.

Makes sense right? Plus, doing this through custom labels removes the need to manually add and remove season-specific products to the master feed. 

Our client, Festmagasinet, did exactly this, applying seasonal custom labels to their products (costumes like Halloween, Easter, New Year, Oktoberfest) to see a 168% increase in impressions. Get the full story here:

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Price Category

Often, there can be a wide variation in the pricing of products listed on Google by your online store. 

Some may be priced at €5 while some might be priced at €5000. It doesn't make sense to be bidding the same across this massive price range, and Google doesn't let you separate by price - so segmenting products through custom labels can be the perfect solution. 

To get a solid ROI, your max CPC for your less expensive products can be a lot lower than the max CPC for higher priced products. E.g:

  • Ad group 1 - €5-€20 (CPC of €1)
  • Ad group 2 - €21-€50 (CPC of €3)
  • Ad group 3- €51-€200 (max CPC of €5)

Margin

Similarly, you can separate your products based upon the profit you make - rather than grouping based on price. 

Although you might have several products selling for exactly the same price, they might have very different profit margins from each other.

By segmenting with custom alebls you can adjust more of your ad spend towards those products which give you the best ROI.

Sale

When it comes to adding sales or promotions to a custom label, the choice is yours.

Image transformation 1

If you want to get rid of stock for these cheaper items asap, you can raise the CPC on these groups. 

On the other hand, you might be more interested in keeping a strong ROI. Therefore, you don't neccessarily want to push these lower-margin products to your audience, so could lower bids on these sales items instead. 

 

Setting up your Custom Labels: 

 

So now we've had a look at just some of the possible uses for Custom Labels, lets see how they could be applied to your campaigns: 

1. Plan and assign your Custom Labels

Most important is to decide the definition of each label. This might be done in a spreadsheet which simply states each label phrase and what that means, e.g:

- LowPrice = products under €15

- Promotion = reduced products

It's not so important what you call each label definition (as long as you can recall it later!), what matters is that it follows the same style throughout. 

Now you can assign each of your products into their custom label categories. 


2. Add your Custom Labels to the Product Feed

There are different options to carry out this procedure, the easiest of which is a feed marketing tool like WakeupData...obviously! 😏

Feed Marketing Tool

In the video below you can see how we add custom labels to clients feeds in a matter of seconds by setting up mappings to segment products within the WakeupData platform.

The case study is using Weather Data as Custom Label 0 for the feed (segmented based on weather type like Sunny, Rainy, Snowy, etc), but this could be applied to any of the examples I've already given: 

 

WakeupData   Using weather data for custom labels-1

 

Manually adding fields

There is also the option to add the extra Custom Label field from within your ecommerce platform manually. It's obviously a time consuming and labour intensive process though.

 

Your Custom Labels for Google Shopping

Setting up custom labels and managing them effectively can add another strength to your Google Campaign optimization, allowing to tailor your bidding strategies as and when you need. 

With automated bidding strategies becoming more prevalent in Google Shopping campaigns, it is important to have control over where and when you product listing ads are being displayed through effective segmentation.

Get more info on our tailored feed marketing solutions for elling on Google Shopping. If you want to get more info on Custom Labels, you can book a free consultation and chat with one of our Shopping Feed experts below.

Request a demo

Topics:tips & tricksGoogle AdsProduct Feed OptimizationEcommerce Strategies