How to create advanced custom labels ?

In your Google AdWords account, you have available management and optimization tools for your campaigns which allow you to create product groups, according to the product attributes. These ones can already be pre-defined by Google, as for example, the google product category, the brand (manufacturer) name, the id, the condition or the product path (product type). But you can also create your own attributes : these are called "custom labels".

Custom labels allow you to subdivide your products according to 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.

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 a product is for summer time, on clearance, best seller, etc... Like the pre-defned attributes, these values can then be selected to use for monitoring, reporting, and bidding in your Shopping campaign.

So, thanks to these custom labels, your Shopping campaigns can be used more wisely to better promote your products online.

 

Example :

 

Google allows you to assign up to 5 custom labels, numbered 0 through 4, to each product. So, although our module allows you to potentially create as many custom labels as you want, if one of your products has more than 5 custom labels, our module will select only the first 5 ones.

Remember that custom labels are for your reference only, in your AdWords interface. They won't appear in your Shopping ads.

The Google Merchant Center Pro version provides a custom labels management much more thorough than its standard version.

In order to create your custom labels, go to the "Google AdWords / Custom labels integration" tab of the module "Google management" section, and click on "Add a custom label" :

 

 

You get a pop-up :

 

You have 5 ways to create your custom labels :

 

The dynamic mode means that values are dynamically retreived, that is to say, the module takes care of retreiving them by itself.
For example, for categories / features custom labels assignement, you will not need to write the label's name because it will automatically be retreived (it will match the default category's name or the product feature value). As for new products and best sales, depending on what you indicate in the configuration, the module will automatically identify if a product is new or not, or if it's part or not of the best sales.

 

 

Important note : please note that the products categories we are talking about are the products DEFAULT categories. The product default category is the one you fill in the "Default category" field of the "Associations" tab of the product sheet in your back office.

 

"Manual" configuration :

Choose a manual configuration to have a maximum freedom in assigning labels. With it, you can write the label's name and then select the category(ies) or brand(s) or supplier(s) of the products you want to assign this label. You can also select one by one some products, by starting to type their names.

 

Example :

 

In this example, we have created a custom label called "Summer", which we have decided to assign to the products of "T-shirts", "Tunics" and "Tank tops" categories and to the "Summer printed dress" item. This label will be valid until the date : 2017/08/31.

Click on the "Add" button to see this custom labels set in the custom labels list :

 

A lign matches with a custom labels set. A green font means that they are activated, a red one that they aren't (as for example the "Winter" labels above). To add a custom lables set, click on the "+" button on the top of the table (framed in blue above). When the set has been created manually, all the custom labels bear the same name ("Summer" in the case of our example). We will see that for "dynamic" custom labels, it will not be the case because the values will be dynamically retreived.

Note : You can drag and drop the lines to sort the custom labels sets, thanks to the little cross at the left of each line.

 

Custom labels configuration by "categories" (dynamic mode) :

In this type of configuration, the labels are dynamically assigned : products that belong to a selected category will automatically have a label that will match this parent category's name.

Warning : contrary to a manual configuration (see the previous paragraph), here, the "Value" field doesn't match with the label's name (because, as we have just explained, the label's name will be the product parent category's name). This field allows you to indicate the title you want to give to the custom labels set that you are creating. You can enter any title. It will be usefull to find this set among the other ones in the "custom labels" list ( in "Google AdWords / Custom label integration" tab of the module "Google management" section). Separately creating custom labels sets, allows them to be managed independently of each other (activation / deactivation, expiration date, etc...).

 

Example :

 

In this example, we have decided to assign custom labels to french football clubs jerseys, in order to indicate which club they belong. This could be usefull to create AdWords campaigns based only on a single club (PSG for example). We have called this football clubs labels set : "Jerseys : french football clubs".

We have selected the "PSG", "OM", "OL", "OGC Nice" and "AS Monaco" categories. So, "PSG" category products will have a "PSG" custom label, those of "OM" category will have a "OM" custom label, and so on. These labels will be valid until the date : 2017/12/31.

Thanks to these labels, we can subdivide the products and create AdWords campaigns more targeted.

In the same way, we could create a labels set called "Jerseys : football national teams" in order to assign, to each national team jersey, the name of the country they represent. In this way, we could create AdWords campaigns only based on France team jerseys for example.

Separately create a "Jerseys : french football clubs" and a "Jerseys : football national teams" labels sets, allows them to be managed independently of each other (activation / deactivation, expiration date, etc...).

The "Jerseys : french football clubs" and "Jerseys : football national teams" titles allows them to be finded in the custom labels list (in "Google AdWords / Custom label integration" tab of the module "Google management" section). In the example below, french football clubs jerseys labels are activated (and will therefore be included in the next feed updating), contrary to the football national teams ones :

 

Note : You can drag and drop the lines to sort the custom labels sets, thanks to the little cross at the left of each line.

 

Custom labels configuration by "features" (dynamic mode) :

In this type of configuration, the labels are also dynamically assigned : once you have selected a feature, the module will retrieve, for each product, if it exists, the value of this feature.

Warning : here the "Value" field doesn't match with the label's name (because, as we have just explained, the label's name will be the product feature value). It matches the name of the feature. However, contrary to the configuration by categories (see the previous paragraph), this field will be automatically filled in, when you will make your choice in the features list. So, you don't have to fill anything in (by the way, the field isn't editable).

 

Example :

 

In this example, all the products that have an information about their height will have a label indicating the value of this heigh, and this, until the date : 2017/07/01. Thus, if you have entered the values : "10 cm", "20 cm" and "30 cm" for example for the feature "Height", each product will have, according to its height, either the "10 cm", or the "20 cm" or the "30 cm" label. You will be able then to create AdWords campaigns based only on a specific height.

You find this labels set about the products height, in the custom labels list :

 

In this example, you can see, just under the labels set about the height, that an other custom labels set from an other feature has been created : it's about the products width.

Note : You can drag and drop the lines to sort the custom labels sets, thanks to the little cross at the left of each line.

 

Custom labels configuration by "New product" (dynamic mode) :

In this type of configuration, the labels are also dynamically assigned : for each of the products of the categorie(s) and / or brand(s) and / or supplier(s) selected, the module will check if it's a new product or not, that is, if it has been added after the date (yyyy-mm-dd) you have indicated. If it's well a new product, il will be assigned the "New product from date : yyyy-mm-dd" label.

Warning : contrary to the configuration by categories or by features (see the previous paragraphs), the "Value" field matches here with the label's name, but, this field will be automatically filled in, when you will choose the date from which you want to define a product added as a new product. So, you don't have to fill anything in (by the way, the field isn't editable).

 

Example :

 

In this example, all the products that belong to the "T-shirts", "Tunics" and "Tank tops" categories and which have been added after the date 2017/06/01, will have a "New product from date : 2017-06-01" label, and this, until the date : 2017/06/30.

You find then this labels set about the new products in the custom labels list :

 

Note : You can drag and drop the lines to sort the custom labels sets, thanks to the little cross at the left of each line.

 

Custom labels configuration by "Best sales" (dynamic mode) :

In this type of configuration, the labels are also dynamically assigned : for each product, the module will check if it's a best sale, as you defined it, and if it's the case, will assign a "Best sale > 40 Entitie(s) (or € / $ / £ etc...) From aaaa-mm-dd To aaaa-mm-dd" label to this product.

You can define your best sales either from the number of entities of the same product sold, or from the revenue generated by this product.

Warning : contrary to the configuration by categories or by features (see concerned paragraphs), the "Value" field matches here with the label's name. But, this field will be automatically filled in, when you will configure your filter for the best sales. So, you don't have to fill anything in (by the way, the field isn't editable).

Example :

 

In this example, all the products sold more than 40 times between the 2017/05/01 and the 2017/05/31, will have a "Best sales > 40 Entitie(s) From 2017-05-01 To 2017-05-31" label and this, until the date : 2017/07/01.

We could also define the best sales from the revenue generated :

 

In this case, it's all the products that have generated more than 1000€ between the 2017/05/01 and the 2017/05/31, that will have a "Best sales > 1000 € From 2017-05-01 To 2017-05-31" label and this, until the date : 2017/07/01. Of course, if your shop currency isn't €, it will be the currency of your shop that will be used.

Then, you find your labels set about best sales in the custom labels list :

 

Note : You can drag and drop the lines to sort the custom labels sets, thanks to the little cross at the left of each line.

Other FAQs in this category