Definition
Custom labels (custom_label_0 through 4) are optional fields in the product feed where you can tag products with your own criteria, for example margin, bestseller status, season or stock level.
Also called: Custom labels, custom_label, Custom_labelProduct data becomes a Shopping ad.
- title
- Organic Tee · Green
- availability
- in_stock
- price
- 40.00 EUR
- color
- green
- size
- M
Choose a variant. The product data and ad update together.
Organic Tee · Green
€40In stock · Example priceFrom Cobiro01ID, title, image and variant describe the actual product being sold.
The key to profit-driven Shopping
Custom labels are what make POAS control practical in Shopping and Performance Max. By putting a margin bucket (e.g. high/medium/low) in custom_label_0, you can split campaigns or asset groups accordingly and set different tROAS targets, bidding harder on your profit drivers and keeping low-margin items on a short leash.
Other labels can carry bestseller status, season, stock level or campaign membership. Maintained via a feed manager like DataFeedWatch or Producthero, the rules run automatically, so the feed always reflects the current strategy.
Frequently asked questions
What can I use custom labels for?
To tag products with your own criteria (most often margin bucket, but also bestseller status, season or stock level) so you can split bidding and set different targets per group. It's the core of profit-driven Shopping.
How do custom labels steer bidding?
By splitting campaigns or asset groups by, say, margin bucket in custom_label_0, each group can get its own tROAS target. Then Google bids harder on high-margin products and tighter on low-margin ones. Profit-driven in practice.
From insight to action
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About the author
Malthe Ærbo Weibeck
Pull specialist with 8+ years' experience. Comes from the agency world and has since worked as an independent consultant for several of the country's largest brands.
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