How to create custom labels ?

Custom labels group products in Google Ads using your own criteria, such as “summer collection” or “high margin”. Google provides five slots: custom_label_0 through custom_label_4. They do not change the visible product title.

In the standard edition, open Google management → Google Adwords integration / Custom labels, then Add a custom label. Name it, choose an available association type and select the relevant categories, brands or suppliers. Save using Add; use Modify to edit an existing label.

A product can match several labels; the standard edition exports only the first five into slots 0–4. Arrange their order by drag and drop and inspect an item's XML when several rules match.

PRO uses a different setup: explicit slots 0–4 with priorities within each slot, and more rule types. Do not apply standard-edition ordering assumptions to those settings. In both editions, check exported values before building Google Ads product groups.

Fictional label Collection Démo is associated with category Men.
Fictional label Collection Démo is associated with category Men.

For detailed requirements: Official Google documentation.

Other FAQs in this category