What are custom labels?
Malthe Weibeck Thomsen · Growth Hacker · Senior Pull Specialist · 8 July 2026 · 3 min.
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_label
Sådan virker det
Sender du dækningsbidrag ind som konverteringsværdi i stedet for omsætning, forstår Performance Max og Shopping forskellen på en høj- og en lavmargin-ordre — og flytter budgettet mod de produkter, der reelt tjener penge.
01The 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.
Related terms
Glossary
What is tROAS?
tROAS (target ROAS) is a smart bidding strategy in Google Ads that automatically adjusts bids to hit a set target for return on ad spend.
Read the entry →Glossary
What is Google Merchant Center?
Google Merchant Center is the platform where you upload and manage your product feed, so products can appear in Shopping ads, Performance Max and free product listings.
Read the entry →Glossary
What is contribution margin?
Contribution margin is revenue minus the variable costs (cost of goods, shipping, fees, returns). It's the amount each order contributes toward covering fixed costs and creating profit.
Read the entry →Guide
POAS-driven bidding in Google Ads
Read the entry →
Malthe Weibeck Thomsen
Growth Hacker · Senior Pull Specialist at Oaksmond
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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