How to create advanced custom labels ?

Custom labels segment products in Google Ads for reporting and bidding. Customers do not see these labels in your ads.

Choose a slot from 0 to 4

A product may have one value in each of the five attributes custom_label_0 through custom_label_4. Select the number explicitly in each rule. For example, use slot 0 for season (“Summer”) and slot 1 for performance (“Best sellers”).

When several active rules match the same product and slot, the rule highest in the rule order wins. Rules targeting different slots may apply together. Slots are therefore not assigned automatically to the first five labels encountered.

Create a rule

  1. Open Google management → Custom labels integration and select Add a custom label.
  2. Enable the rule and select a slot from custom_label_0 to custom_label_4.
  3. Choose its type, label value or series name, conditions and an optional expiry date.
  4. Add the rule. Arrange the rows and save the configuration. Check the XML of products matching several rules.

Dynamic label example: slot, value and tax-exclusive price range.

Dynamic label example: slot, value and tax-exclusive price range.

Series can be enabled, disabled and scheduled independently. Avoid conflicting values within a slot and check for overlapping activation periods.

The nine available types

Dynamic modes are recalculated during feed updates. The default-category setting and multiple-condition mode (AND/OR) affect selection: AND requires every condition, while OR accepts at least one. Regenerate the feed after changes and check sample product values before using labels in a campaign.

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