Custom labels
Custom labels (custom_label_0 through _4) are five free-text feed attributes used to segment products in Shopping and Performance Max — most powerfully by margin band, price tier, or lifecycle stage.
Custom labels are how business logic enters campaign structure. Label products by margin band and you can run separate campaigns with targets derived from each band’s breakeven; label by lifecycle (new, core, clearance) and budget follows strategy instead of whatever the algorithm favors.
They require maintenance: labels computed once and never refreshed drift away from reality. Automate label assignment from your commerce data where possible.
Knowing what Custom labels means isn’t the edge.
Knowing what it’s doing to live accounts right now is. Operator notes from $200M+ in managed spend — sent when we find something worth your time.
Want to know what yours is?
The free audit reads your actual account and computes the numbers behind every one of these definitions — no generic benchmarks.
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