🔍 Google Merchant Center custom tags: a step-by-step guide to increase sales

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Are you setting up product ads but not using custom labels? Then you're losing up to 30% of potential customers! 📉 In this video, I reveal the secrets of using custom labels in Google Merchant Center to help you segment your products and significantly improve your ad performance.

🎯 What are custom labels in Google Merchant Center?
Custom labels are special attributes that allow you to classify your products according to any criteria: seasonality, popularity, price category, margin, etc. You can use up to 5 different labels (from custom_label_0 to custom_label_4) for each product.

⚙️ How do I create custom labels? Two easy ways:
1️⃣ Via Google Sheets:

Add the columns custom_label_0, custom_label_1, custom_label_2 to your product feed
Enter the label values for each product (“winter,” “hot sale,” “clearance”)
Update the feed in Merchant Center

2️⃣ Via rules in Merchant Center:

Go to the “Rules” section in your Merchant Center
Create a new rule for products
Set conditions (for example, for products priced between $0 and $1000, use the label “0-1000”)
Apply the rule to all or selected products

🚀 How to use labels in Google Ads campaigns:

When creating a product campaign, go to the “Product filtering” section
Select the desired label (custom_label_0, custom_label_1, etc.)
Specify the label value for which you want to create a separate campaign or ad group

📊 Examples of effective use of labels:

“sale” — a separate campaign with a more aggressive bidding strategy
“top_products” — a campaign with a higher budget
“high_margin” — special attention to products with the highest profitability
‘winter_2025’ — seasonal campaigns with appropriate timing
“low_competition” — a separate strategy for unique products

📈 Real-life example:
Our client, an online sportswear store, used the labels “winter_2025,” “sale,” and “top_products.” The result was a 34% increase in winter jacket sales compared to the previous year and a complete sell-out of the old collection in two months!
🔍 How to analyze label effectiveness:

In Google Ads reports, filter results by custom_label
Compare metrics: CTR, CPC, conversions, ROAS
Set up tag parameter passing in Google Analytics 4 for a complete picture
Regularly review the effectiveness of each category and reallocate your budget

❌ Common mistakes to avoid:

Duplicating labels without logic
Creating overly general categories
Disrupting the structure of ad campaigns
Ignoring analytics for different labels



🌐 Want to learn more about effective advertising?
Visit my website: https://www.ikovalevskyi.com/en/mob/ and get access to free and paid materials that will help you set up your ads, increase your customer base, and reduce your costs.
There you will also find more information about my services and how I can help your business reach new heights. 🚀


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