Using Custom Labels

Custom labels let you group products for campaign management. Create up to 5 custom labels (0-4) to segment your catalog based on any criteria you choose.

What Are Custom Labels?

Custom labels are flexible attributes that you define:

Label	Your Definition	Values
custom_label_0	Season	spring, summer, fall, winter
custom_label_1	Margin	high, medium, low
custom_label_2	Performance	best-seller, new-arrival, clearance
custom_label_3	Promo	sale, bogo, bundle
custom_label_4	Priority	featured, standard

Common Custom Label Strategies

By Profit Margin

custom_label_0: high-margin, medium-margin, low-margin

Use: Bid higher on high-margin products.

By Seasonality

custom_label_1: spring, summer, fall, winter, evergreen

Use: Pause/enable products by season, adjust bids seasonally.

By Performance Tier

custom_label_2: best-seller, average, slow-mover

Use: Allocate more budget to proven winners.

By Price Point

custom_label_3: under-25, 25-50, 50-100, over-100

Use: Create campaigns targeting different buyer segments.

By Inventory Level

custom_label_4: in-stock, low-stock, backorder

Use: Reduce bids on low-stock items to avoid overselling.

Setting Custom Labels in Feedy McFeed Feed

Individual Product

Go to Products
Click on a product
Scroll to Custom Labels section
Enter values for each label
Click Save

Bulk Assignment

Go to Products
Filter products (by collection, type, vendor)
Select matching products
Click Bulk Edit
Set custom label values
Click Apply

Rule-Based Labels

Automatically assign labels based on criteria:

By Price:

Products over $100 → “premium”
Products under $25 → “value”

By Collection:

Products in “Sale” collection → “clearance”
Products in “New Arrivals” → “new-arrival”

By Inventory:

Less than 10 in stock → “low-stock”
More than 100 in stock → “well-stocked”

Dynamic Labels

Some labels can update automatically:

Dynamic Source	Label Value
Shopify tags	Tag name becomes label
Collection membership	Collection name
Inventory level	Stock status
Sale status	On sale / full price

Using Labels in Google Ads

Campaign Structure

Create product groups based on custom labels:

Campaign: Shopping - All Products
  └── Product Group: All Products
        ├── custom_label_0 = best-seller (bid: $1.50)
        ├── custom_label_0 = average (bid: $0.75)
        └── custom_label_0 = clearance (bid: $0.25)

Bid Adjustments

Label Strategy	Bid Adjustment
Best sellers	+50% to +100%
High margin	+25% to +50%
Seasonal (in-season)	+25%
Clearance	-50% to -75%
Low stock	-25%

Separate Campaigns

Create campaigns for different label groups:

Campaign: Best Sellers — custom_label_2 = “best-seller”
Campaign: New Arrivals — custom_label_2 = “new-arrival”
Campaign: Clearance — custom_label_2 = “clearance”

Best Practices

Keep Labels Consistent

Good	Bad
”best-seller"	"BestSeller”, “best seller”, “bestseller"
"high-margin"	"high”, “margin-high”, ”$$“

Use Lowercase

Avoid capitalization inconsistencies:

✓ "summer"
✗ "Summer" or "SUMMER"

Limit Value Count

Keep each label to 10-15 values maximum for manageability.

Document Your Strategy

Create a reference document:

Label	Purpose	Values	Update Frequency
0	Season	spring, summer, fall, winter	Quarterly
1	Margin	high, medium, low	Static
2	Performance	best-seller, new, clearance	Monthly
3	Promo status	sale, full-price	As needed
4	Inventory	in-stock, low, out	Automatic

Label Strategy by Business Type

Fashion/Apparel

Label	Strategy
0	Season (spring, summer, fall, winter)
1	Gender (mens, womens, unisex, kids)
2	Category (tops, bottoms, outerwear, accessories)
3	Style (casual, formal, athletic, lounge)
4	Sale status (full-price, on-sale, clearance)

Electronics

Label	Strategy
0	Category (phones, laptops, accessories, audio)
1	Brand tier (premium, mid-range, budget)
2	Newness (new-release, current, previous-gen)
3	Margin tier (high, medium, low)
4	Bundle eligible (yes, no)

Home Goods

Label	Strategy
0	Room (living, bedroom, kitchen, bathroom)
1	Style (modern, traditional, farmhouse, minimalist)
2	Price tier (luxury, mid, value)
3	Size (small, medium, large)
4	Material (wood, metal, fabric, glass)

Syncing Labels with Other Platforms

Custom labels work across platforms:

Platform	Label Support
Google	custom_label_0 through custom_label_4
Microsoft	Same as Google
Facebook	Can map to custom attributes
Pinterest	Limited support
TikTok	Limited support

Troubleshooting Labels

Labels not showing in Google Ads

Wait 24 hours after feed update
Check label values in feed file
Verify products are approved

Inconsistent label values

Export products
Find variations (capitalization, spelling)
Standardize and re-import

Too many products without labels

Set up rule-based assignment
Use bulk edit for quick assignment
Set default values in feed settings