Google Shopping Custom Label User Guide

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You can use custom labels to categorize products by season, by niche, or to mark best-selling products, etc. This helps manage, optimize and report on GMC easier and more conveniently.

1. Custom label settings

You are allowed to use up to 5 custom labels, numbered 0 – 4. To add custom labels to products, follow these steps:

Step 1: Set the definition and values ​​of custom label variables.

For example:

Custom labelDefinitionValue
custom label 0SeasonSpring, Summer, Autumn, Winter
custom label 1Best sellerBest seller
custom label 2NichePet, Father’s Day
custom label 3Price<$10, $10-30, $30-60, >60$
custom label 4Year2018, 2019, 2020

Step 2: Add Custom Label for products

First, go to the Product section > Select the product you want to add a Tag > Add Custom Label to the Tags field in the rightmost Organization box.

You add Custom Label according to the structure customlabel0-ABC, customlabel1-ABC… which ABC is the Value and 0,1,2 is the name of the custom label field. For example:

Custom labelDefinitionValueTag on Merchize
custom label 0

SeasonSpring, Summer, Autumn, Winter
custom label 1

Best sellerBest sellerCustomlabel1-Best Seller
custom label 2NichePet, Father’s Daycustomlabel2-pet

After adding Custom Label is complete, you choose Save Product and continue to add for the next products.

2. Custom label application

2.1. When campaigning

Instead of running ads in the basic style of 1 campaign – 1 ad set – 500 products, you can use custom labels to divide products into separate ad sets and customize each ad set such as bid price, keyword…

Ad SetBid PriceKey words
Product group with selling price <$10
Product group with selling price $10-30
Product group with selling price >$60
Exclude related keywords “cheap"

You can also combine multiple custom labels for more detailed product grouping. For example, you combine selling prices and seasonal products to group products as below. If it’s summer, keep the summer bids high to sell faster and the winter bids lower.

Product group with selling price <$10Bid Price: $1Bid Price: $1
Exclude keyword “winter"
Bid Price: $1Bid Price: $1
Exclude keyword “summer"
Product group with selling price $10-30Bid Price: $3Bid Price: $3Bid Price: $3Bid Price: $3
Product group with selling price >$60Bid Price: $10Bid Price: $10
Exclude keyword “cheap", “winter"
Bid Price: $10Bid Price: $10
Exclude keyword “cheap", “summer"

2.2. Efficient and optimized tracking

The breakdown of ad sets helps you to track more detailed data to identify:

    • Which ad group is profitable.
    • Ad groups start to get more expensive (Summer sets start to get more expensive at the end of autumn).
    • The ad group that does not spend money needs to raise the bid price.
    • Keywords are not suitable for each subgroup.

From there, you can turn it on and off, change the bid price, remove keywords, etc. to make your ads more optimized


    • You can use 1, 2 or more custom labels to separate products. The goal is for products in the same ad set to have identical characteristics, only in small factors such as size, color, etc.
    • The above custom label values ​​of Merchize are for reference only, you can set your own values ​​for custom labels depending on the characteristics of the products you are selling.

3. Benefits Of Custom Label For Sellers.

Custom Label values ​​can help Sellers optimize campaigns and run GMC on Merchize more smoothly.

In addition, Custom Label will help Sellers to subdivide product groups in each campaign, so that management and reporting on GMC will be optimized and easier.

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