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How to Create Custom Labels Using Google Merchant Center
24th May 2024 • The Google Ads Podcast • Solutions 8
00:00:00 00:11:21

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Learn about Custom Labels—what they are, why you should use them, and how to create them using Google Merchant Center and supplemental feed.

In this episode, our dedicated account managers, Tressy Dsouza and Riddhi Raj, emphasize the importance of Custom Labels and how organizing and segmenting your product data with this feature can help your Google Ads campaigns succeed. Most importantly, they'll walk you through how to create Custom Labels using Google Merchant Center. Listen to this episode now.

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Learn more about the new Solutions 8 Digital Marketing Services here: https://sol8.com/digital-marketing-se...


0:00 Intro

0:20 Creating Custom Labels Using Google Merchant Center

0:40 What are Custom Labels?

3:41 Setting conditions

8:47 Options to set up feed rules

9:25 Creating custom labels using supplemental feed



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Transcripts

Speaker:

So let me take you through an account

where I need to create these custom labels

2

:

now Google does give us some options

to split the products by categories.

3

:

However, of those options are

really feasible for me right now.

4

:

Hi guys, I'm Fessy and we're both

account managers at Solutions 8.

5

:

Today we've got an interesting

video for you guys and we're

6

:

going to talk about custom labels.

7

:

Custom labels are nothing but

tags that we add to our products

8

:

that help us to group them.

9

:

now this can be done based on

various factors such as colors and

10

:

sizes, even product prices, etc.

11

:

we can use these custom labels when

we want to split our shopping or

12

:

performance max campaigns, by products.

13

:

And we want to do that

for better performance.

14

:

So let me take you through

an account where I need to

15

:

create these custom labels.

16

:

this is a client that sells apparel.

17

:

The apparel ranges from tops, tunics,

shirts, cardigans, dresses, etc.

18

:

Now, I currently just have one performance

max campaign in here and I plan to have

19

:

separate performance max campaigns,

for those specific product categories.

20

:

now Google does give us some options

to split the products by categories.

21

:

However, of those options are

really feasible for me right now.

22

:

each of my asset groups have all

the products added within them.

23

:

And if I try to subdivide them,

the only options I have are very

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:

restricting to what I plan to do.

25

:

I choose to use custom labels if we go

into custom label zero So ideally when

26

:

you have a brand new account with zero

custom labels, you shouldn't see any

27

:

of these here the reason why you see

them here is because i've already set

28

:

these up in my google merchant center

account So i'm going to take you through

29

:

how i've set these up, So let's jump

into google merchant center We head

30

:

on to products And then over to feeds.

31

:

now, my accounts feed has been

set up through content API.

32

:

so we go into the content API and.

33

:

Wait for it to load.

34

:

now we click on feed rules.

35

:

So this is a way of creating

custom labels, which is through

36

:

feed rules, we've already got a

few of these custom labels set up.

37

:

what I wanna do is set up a new

one to show you guys how I did it.

38

:

so Google gives you five different

custom labels, ranging from zero to four.

39

:

in my case, I already have about three

or four of them currently used So what I

40

:

want to do is set up custom label four,

which is the last one I have So what I

41

:

do is I click on plus So the attribute

that we change is custom label four,

42

:

there's zero one two three and four So I

want to change the fourth custom label.

43

:

So I click on this Now, once you

do this, you have this window that

44

:

pops up, this is where you have,

different conditions that you can

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:

set, in order to change those, labels.

46

:

So the first thing I'm going

to do is click on conditions

47

:

and the first condition that

I have is true is to edit my.

48

:

Custom label four based on the title.

49

:

So in this example, it's pretty simple.

50

:

My products already have the

specific categories in the title.

51

:

So if it's a tunic, the title

contains the word tunic.

52

:

So all I'm going to do is click on the

condition which is going to be title.

53

:

once I do that, I will have

The option of adding, selecting

54

:

these, from the drop down bar.

55

:

So i'm going to select title

contains and i'm going to type in

56

:

what term I want to make sure it

is so it is Tunic in this case.

57

:

Okay.

58

:

So this is case sensitive So you want

to make sure that you're using the

59

:

correct case that is in your title i'm

going to click on add value tunic once

60

:

you do this You click on set to now.

61

:

This is where we assign a specific

value So what is the value that I

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:

want to assign to my custom label for?

63

:

wherein the title contains the term

tunic so that the Term that i'm

64

:

going to assign is going to be tunic

itself So I know that this category

65

:

is going to be tunic we click on.

66

:

Okay All so I did this

only for one product here.

67

:

I'm going to show you one more So every

time you want to create tunic different

68

:

category you want to make sure that you

go back and do the whole thing again.

69

:

So I click on title in this case I'm going

to say title contains dress and again make

70

:

sure that the case is correct and then

the title is going to be set to dress.

71

:

So once you've got these set

up, you can add these up to

72

:

whatever product types you have.

73

:

Now, I have, multiple product categories,

but just for this example, I'm

74

:

going to show you just two of these.

75

:

Now, once you do this, you

click on save as draft.

76

:

if you scroll down here, you will be able

to see the feed that you've just set this

77

:

is the old one that I had set up But the

new one that I set up is over here two

78

:

things that we can do here One is to test

the changes that you've just made where

79

:

google will create a report to show you

what has been changed but if you click on

80

:

this it's going to take up to from 10 to

20 minutes and I have already done this in

81

:

the past, so I'm not going to test it, but

you can definitely go ahead and do that.

82

:

All I'm going to do is click on apply.

83

:

Now, once you've applied it, you

can go back to your products.

84

:

And refresh the page.

85

:

This might take like from 30

seconds to a minute sometimes.

86

:

So we're just going to wait

for that to change in here.

87

:

Now when you look at your all products

window, you want to open these, Columns

88

:

and modify the columns to include

the column that you have just edited.

89

:

So in my case, it was custom label 4

So I have just added this to my columns

90

:

and I click on apply You will see a

custom label 4 column added over here.

91

:

we still have the products

have not yet loaded.

92

:

So i'm just going to search The title

that contains tunic Okay, there you go.

93

:

So I have more than one tunic.

94

:

So google is obviously loading it

a little at a time So there you go.

95

:

You see the Custom label 4 has been

added as tunic if I click on dress.

96

:

I should be seeing dress As my custom

label for if you don't see it just wait

97

:

for it to load for a few minutes and it

should be there now once this is done my

98

:

segments have been created you go back

into google But thing to remember here is

99

:

that google takes approximately 30 minutes

to to fetch the data from your merchant

100

:

center back into your Google ads account.

101

:

But once you have the custom labels

added here, all you can do is simply

102

:

click on the categories that you want

to that you want to split the campaign

103

:

by and then you click on save and you

should see your product categories as

104

:

subdivisions over here in your that's it.

105

:

It's as simple as that.

106

:

we can just create custom

labels by setting up feed rules.

107

:

You have various options

of setting up feed rules.

108

:

you can do that by color.

109

:

if that's something you want to

distinguish your campaigns by,

110

:

or you can do them even through,

sizes, et cetera, and prices too.

111

:

So whatever options you have here,

you just need to click on your

112

:

attribute and the attribute that you

want to, condition that particular

113

:

custom label by, and that's it.

114

:

there is another way of setting up

custom labels, which is something

115

:

that Hrithi will talk about, and

Hrithi, you can take it away.

116

:

So now I'm going to show you

another way how to create custom

117

:

labels using Supplemental Feeds.

118

:

Now I have a client who is selling

different types of shoes ranging from

119

:

sneakers to stilettos to heels to boots.

120

:

Now my use case is to create

a standard shopping campaign

121

:

containing the top sellers.

122

:

I've downloaded the feed

from Merchant Center.

123

:

These are the products.

124

:

which have performed well in the past.

125

:

Now I need to add these

products in my new campaign.

126

:

to create supplemental feed, we'll go to

the merchant center, scroll down, you'll

127

:

see a section for supplemental feed.

128

:

We'll click on add supplemental feed.

129

:

you have the option to name your feed.

130

:

Now I am selected Google Sheets.

131

:

Click on continue.

132

:

We have the option of either creating a

new spreadsheet or using an existing one.

133

:

I'm going to go with creating

a new Google spreadsheet.

134

:

Click on continue.

135

:

This supplemental feed will be

applied to my primary, which I'm

136

:

selecting content create feed.

137

:

authorize and wait for Google Merchant

Center to create a spreadsheet for me.

138

:

now you can see, if you scroll down, the

feed I have created, it's already here.

139

:

I'm going to click on open.

140

:

this feed is blank.

141

:

What I'm going to do is

I'm going to copy the IDs.

142

:

Past and create a new

column for Custom zero.

143

:

I have not applied any custom labels right

now, so I'm start and name this as seller.

144

:

Apply all products now.

145

:

This is ready.

146

:

I'm going hop.

147

:

And click here.

148

:

the thing is, I'm going

to fetch the feed now.

149

:

It's going to take some time.

150

:

While the feed is processing.

151

:

Now you can see it has already applied.

152

:

There were almost 1000 plus products Now

this is there in order to check that i'm

153

:

going to go back to my all products see

if I have Custom label column selected.

154

:

Yeah, it's there and sorted by Custom

label now you can see for the products.

155

:

I have the custom label set as top

seven The next step would be to hop

156

:

into back my campaign You Go to the

product groups, click on subdivision and

157

:

move from product IDs to custom label.

158

:

Now, again, this is going to take

some time in order to populate

159

:

in Google, which is from Google

Merchant Center to your campaign.

160

:

that is the last step If your primary

feed is set up to content api and you

161

:

need to Refresh your feed what you can

do is you can refresh your supplemental

162

:

feed that will automatically fetch

your products in Your refresh your

163

:

products in the primary feed That's it.

164

:

It was as easy.

165

:

And if you like this, do continue

watching and subscribe to our channel.

166

:

Hope you have a good day.

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:

Thanks.

168

:

Bye.

169

:

Bye.

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