Google’s Custom Labels enable you to create bids for specific product groups. Bidding very specifically is a real RoI-booster. In this post we cover the most obvious examples of how to improve your campaign performance with Custom Labels.
What are Custom Labels
Custom Labels on Google Shopping are basically offering you the opportunity to create groups of products based on conditions you are able to set your self. You can create up to 5 custom label fields and define your own values for every custom label. Adding these values for every individual product allows you to segment the biddings on your Product Listing Ad’s within your Shopping Campaigns. Lets run by some examples on how to use this in your online marketing strategy.
You probably have certain products that sell the best or have the most demand for it. Most likely these products generate higher search volumes and can draw customers into your shop. This means you might like to increase your bids on this specific group of products. Setting up a custom label called for example ‘Turnover’ and using values like ‘High turnover’ and ‘Low turnover’ enables you to identify these products in your shopping campaigns and set separate bids.
There are always products that generate a lot of traffic to your shop but people just don’t buy them that much or not at all. This indicates that you probably spent quite some CPC budget on these products without generating noteworthy revenue. You start by filtering these products based on high cost and no relevant sales and set a custom label value for them. This offers you the ability to set a lower or maybe no bid at all and saves you money and increases your ROI.
You can also create a custom label for products that deserve extra attention. Products that are on sale, new products you added recently or products you can’t seem to get rid of. Bidding up on these products will give them the extra clicks and sales you were looking for.
If your product data is enriched with information like margin or revenue you are able to set up a custom label for products with a certain margin or revenue group. Setting lower bids on products with a low margin/revenue and higher bids for products with a high margin/revenue ensures that your Cost Of Sale (COS) is always in line with your margin.
Certain characteristics of products might indicate that you want to run specific shopping campaigns. There are many opportunities here, like seasonal or even weather influences, color, size or brand of a product or maybe even geographical differences.
Let’s look at seasonal influence. You typically want to advertise winter products in or just before winter and summer products in or just before summer. But you can also define ‘season’ as Christmas, Saint Patrick's Day, UEFA or FIFA football championship, Super bowl, 4th of July or any other national holiday or event that needs pushing sales on specific product groups.
When your sales statistics tell you that products with a particular color, size or from a specific brand sell better you might decide to start separate campaigns to increase bids and therefore traffic and sales for those products.
I would like to finish this paragraph with a crazy thought. When you have read our blog post on feed merging you can imagine adding current weather data to your input source feed. Setting up a campaign that instantly starts boosting PLA’s for raincoats, umbrellas or rain boots when the weather forecast says it’s gonna be wet next week instantly becomes a piece of cake. Maybe not such a crazy thought after all.
Defining Custom Labels
Before you can start using custom labels you have to think about how you want to organize them, of course. Using a table like the one below helps you defining the right objectives and values that fit your specific needs.
Based on the examples before this could look like this:
|0||Blockbusters||High turnover, Low turnover|
|1||Budget burners||High revenue, Low revenue|
|2||Poking||New, Clearance, Sale|
|3||Profit||High margin, Low margin|
|4||Season||Christmas, Super bowl, Winter, Rain|
Read our blog post on How to create Custom Labels for Shopping Campaigns with DataFeedWatch to get started.
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