Google Shopping custom labels are powerful Google merchant center's feed custom attributes allowing you to slice and dice your campaigns into specific segments based on arbitrary conditions such as profitability, performance, seasonality, and more.
Below we have listed some popular and handy-to-know custom label ideas and some examples and a few of many ways, how it might be implemented in Feedoptimise.
Profitability
as the name suggests, it allows you to split items by the amount of profit you receive when they convert. Obviously, items with high profitability can work under less strict budget limits than those with smaller profitability margins. With Feedoptimise, you can easily implement such labels as long as you either have a cost stored in your e-commerce platform or can provide it to us using external sheets, you can then use a profit margin calculator modifier to assist with the formula and the resulting numbers allowing you to set up the label.
Price brackets
that label is used to split items into price-driven buckets e.g. cheaper and more expensive such as anything with prices between 0 - 10, 10 - 50, 50 - 100, and so on. That way, you can make sure your Google Shopping campaign structure is dependent on how expensive items are. You can accomplish that in many ways but the fastest one would be by using Range labels modifier:
Performance
once you connect your Feedoptimise account with your Google Ads or Google Analytics you have the ability to create various dynamically updated custom labels allowing you to flag bestsellers, low impression items, high clicks and low conversion ones, and more.
Seasonality
very handy label to have when it comes to seasonal items such as e.g. Valentine Day's gifts, Halloween or Black Friday discounted items. It's very simple to implement, you can do it using IF modifier scanning against content that might contain relevant words such as title, description, tags, etc.
Stock ratio/fragmentation
very popular custom label used across items with options such as sizes, colors, flavors... - it enables you to automatically filter out items that might have popular sizes not available based on a simple formula e.g. if out of 10 sizes, only 4 are in stock, that means a 40% stock ratio.
you can of course make it more aware of popular sizes by defining them and counting them separately.
Freshness
A handy label that allows you to boost items based on when they have been released. Very easy to implement in Feedoptimise yet very powerful in optimisation opportunities it might create.
