How to Add Custom Labels in Wixpa Google Shopping Feed App?

Smart digital marketing strategies help you get the attention of online customers. One such useful option is adding custom labels in your Google Merchant Center for your Google Shopping feed products. 

With Custom labels, you categorize and arrange group products in your Google Ads campaigns. These filters help with reporting, better targeting, and bidding. However, these customized labels are not visible to customers. 

Head over to our article to learn in detail what are custom labels and how to use them for shopping campaigns. 

What Are Custom Labels?

In Google Shopping, you create different product groups to categorize them well, based on the following attributes:

• Item ID
• Category
• Condition
• Custom label
• Channel exclusivity

However, if you want to divide your product by another attribute, you can do so by adding a custom label. A custom label is an optional attribute in your Google Shopping product feed. It allows you to tag your products with values only you can see and use within Google Ads. You can assign up to five custom labels, labeled as:

• custom_label_0
• custom_label_1
• custom_label_2
• custom_label_3
• custom_label_4

Each can hold a specific definition and a range of values per product. For Example:

Minimum Requirement for Custom Label

Google Merchant Center has set requirements to show your product. If you don’t follow these, your product will be disapproved, and you will be notified in the Google Merchant Center.

• Submit one value for each custom label.
• For each custom label attribute, create up to 1,000 unique labels.
• Use these labels only for Google Shopping campaigns or Performance Max.

How to Add Custom Labels in Google Merchant Center?

Here is a step-by-step process on how you can add custom labels in Google Merchant Center. 

1. Choose Your Custom Labels 

First of all, choose the definitions of your custom labels, and assign the values to these attributes. Document what your custom labels are and what they represent. You can make a simple Excel spreadsheet for this. For example:

• Low Price=Under 30$
• Clearance=Discounted Price
• High Margin = Product with a conversion rate of 2% or above

2. Assign Values to Labels

Give appropriate value to each product. Although you can assign any name or label to your product, standardized to some extent. 

3. Add a Custom Label to Product Feed

To assign custom labels using Google Merchant Center, you have to create feed rules. Here’s how you do this:

1. In Google Merchant Center, click on ‘Products’ in your navigation Panel. 
2. Click on ‘Feeds’ and then select ‘Add target attribute’ at the bottom of the page.
3. Select ‘Create a value based on criteria in a feed field’ and create rule(s).

4. Use Custom Labels to Organize Campaigns

The final step is to reorganize your Google Shopping campaign. Set a bidding strategy and adjust the budget with your new custom labels. 

However, manually adding custom labels in Google Merchant Center can be time-consuming and prone to errors. This is especially true for stores with large product catalogs. We suggest you to use an application like the Wixpa Google Shopping Feed app that streamlines the process, automates custom label assignments, and improves feed accuracy. This will save time and boost your Google Shopping campaign performance. 

How to Add Custom Labels in Wixpa Google Shopping Feed?

1. Add custom labels to bulk products by clicking on bulk edits.
2. Add custom labels here. 
3. To add a custom label individually, click on the product. Click on the ‘Edit’ tab. 

1. Navigate to ‘Product labels’ and add custom labels. You will also see other options, such as ad labels, Ads Grouping, shipping labels, and tax categories. If you’re running Google Shopping Campaigns, these labels are important to fill out. 

1. Now, click on ‘Save’. The changes you make in custom labels will automatically appear in Google Merchant Center, which ensures consistency across your product listing. 
2. Now, go to your Google Merchant Center account. Click on products. Open the same product in Merchant Center for which you have created a custom label. You will see your custom labels there. 
3. Scroll down and click on additional details.  You will see a custom label there as well. 

The actual benefit of adding a custom label is that you can differentiate your products easily, like the best-selling products, and different collections. 

Why Use Wixpa for Custom Labels?

• No need to update spreadsheets manually
• Faster bulk editing using rules
• Easy integration with your Shopify store
• Direct sync with Google Merchant Center
• Visual preview of feed data and errors
• Have more control over bidding

Useful Custom Labels for Campaign Targeting

While applying custom labels, keep in mind your unique seller profile, i.e., prices, your low and high seasons, types of products you sell, etc.  

1. High Margin Products

Use this custom label to tag products with the highest profit margin. These items deserve more ad spend because they return better value. Create a separate campaign to focus only on these products. This helps you boost revenue while keeping ad costs under control. It’s a smart move for long-term success.

2. Seasonal Items

Label products by season, such as 

• Summer 
• Winter 
• Holiday

This allows you to schedule and target ads based on the time of year. Seasonal custom labels improve campaign timing and relevance. For example, promote sunglasses in summer and coats in winter. This strategy ensures you show the right products at the right time.

3. Clearance Stock

This label helps identify items you want to sell quickly. Use it for outdated, overstocked, or end-of-line products. Offer discounts and set lower bids to move them fast. It’s a great way to clear inventory while still gaining visibility. This improves product turnover and cash flow.

4. Best Sellers

Tag your most popular products with this label. These are the items people buy most often. Promoting best sellers can lower your cost per conversion. It also helps maintain strong ad performance. Customers often trust and buy top-selling items, making this label very effective.

5. Price Range

Use the price range label to group products by price, such as low, medium, or high. It lets you manage bids and budgets more strategically. You might want to bid more on premium products for higher returns. Or, push low-cost products during sales. This label gives you better campaign control.

6. New Arrivals

Label new or trending products as new_arrival. This is perfect for launching collections or fresh stock. Run special ads to attract attention and drive early sales. Customers often love to explore new items. This label helps keep your campaigns updated and exciting.

Best Practices for Custom Label Strategy

Custom labels in Google Merchant Center are powerful tools for segmenting products and optimizing ad campaigns. To get the most out of them, follow a well-structured custom label strategy.

Define Clear Goals for Shopping Campaigns

Start by defining clear goals for your Shopping campaigns. What is your aim? Do you want to boost seasonal sales or promote high-margin products? Assign custom labels like seasonal, high_margin, or clearance accordingly. This helps you create more targeted and efficient campaigns.

Your labels must be Relevant

Keep your labels simple, relevant, and consistent. Avoid using too many variations for the same purpose. For instance, use winter_sale instead of variations like winter_promo, winterdeal, etc., to maintain clean campaign filters.

Create up to 5 Custom Labels

Use all five custom labels (0–4) wisely. You can assign different purposes to each one—for example:

• custom_label_0: Profit margin
• custom_label_1: Seasonal sale
• custom_label_2: Stock status
• custom_label_3: Price range
• custom_label_4: Performance tier

Use Feed Rules to Assign Custom Labels 

To assign custom labels, use feed rules based on values you added in your product data. For example, to represent different price ranges in your custom label, set a rule that applies to a certain value, custom_label_0, based on the price range. 

Analyze Shopping Campaign Performance

Regularly analyze campaign performance based on custom label segments. If a specific label group underperforms, consider adjusting bids or product pricing.

Use a Smart App like Wixpa

Lastly, use a smart tool like Wixpa Google Shopping Feed to automate and manage custom labels efficiently. It saves time, reduces manual work, and helps you maintain accuracy across a large product catalog. Your Shopping ads work smarter and more profitably.

Final Notes

Use custom labels to segment and organize your Google product catalog before using it for Google Shopping Ads. Create these labels based on the attributes of your product. You can use these custom labels to create optimized shopping campaigns with a good bidding strategy customized to each label’s unique CPA.

FAQs

1. How much does it cost to list on Google Shopping?

There are no charges to show your products in Google Shopping. However, when customers click on your ad link, you have to pay for that. This link directly takes customers to the product page on your online shop. 

2. How many custom labels can I make?

You can create up to 5 custom labels, custom labels 0 through 4, which allow you to create specific filters for use in Performance Max or Shopping campaigns.  

3. Can I use the same custom label for multiple products?

Yes, you can apply the same custom label value to multiple products. This is useful for grouping items, like tagging all high-margin products or winter stock under the same label for targeted campaigns.