Use custom labels for a Shopping campaign

With Shopping campaigns, 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.

This article shows you how to set up custom labels for use in your Shopping campaign. 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.  


You can have up to five custom labels in your product data, numbered 0 through 4. You should assign a specific definition for each of the five custom labels and specify the possible values for each. Then, you 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 five custom labels can only have one value per product.

Once you've set up custom labels in your product data, you can use the custom labels to subdivide your product groups in your Shopping campaign.

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

Every custom label can have just one value per product. Also, 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.

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