// Custom labels
Google Merchant Center custom labels — the secret to profitable Shopping bids
Custom labels are free-form tags (5 slots: custom_label_0 through custom_label_4) that let you slice your Shopping campaigns any way you want — by margin, season, performance, supplier, anything. Most stores leave them blank. That's a mistake.
// Find label opportunities
Scan your store for product taxonomy gaps
Our scanner reads your product pages and reports possible custom-label categories you could segment by — based on product type, price tier, and category.
Scan my products →5 high-leverage custom label axes
- Profit margin tier — high / mid / low. Bid more aggressively on high-margin products.
- Seasonality — spring / summer / autumn / winter / evergreen. Rotate bids by quarter.
- Performance tier — bestsellers / mid / new / clearance. Bid based on actual conversion history.
- Price tier — under_25 / 25_to_100 / 100_plus. AOV-based bidding.
- Promotion eligibility — discounted / full_price. Lets you cleanly segment sale vs non-sale campaigns.
How to set custom labels
- Primary feed — add 5 columns to your feed: custom_label_0 through custom_label_4.
- Supplemental feed — fastest way if your primary feed source doesn't expose the field.
- Feed rules — compute labels from other fields (e.g. price > 100 → high_price). Set up in Merchant Center → Feeds → Rules.
Custom labels vs product_type vs Google product category
- google_product_category — Google's fixed taxonomy. Required.
- product_type — your own taxonomy. Useful for Shopping campaign segmentation.
- custom_label_0..4 — free-form. Use for bidding strategy axes.