Google Shopping Custom Label Planner
Plan how to use Google Shopping's 5 custom_label slots for Performance Max segmentation.
Rationale: Bid higher / target lower tROAS on high-margin SKUs. Keep loss-leaders out of paid spend or in branded-only campaigns.
Rationale: Concentrate budget on bestsellers + trending. Test slow movers in Standard Shopping only. Exclude deadstock from feeds.
Rationale: Use to suppress out-of-season SKUs in PMax during off-cycle months, or bid up during peak windows.
Rationale: Use to separate price-sensitive shoppers (clearance) from full-price intent in campaign structure.
Rationale: Promote own-brand and exclusive supplier products (highest margin + brand-building); deprioritise drop-ship.
About this tool
Custom labels (custom_label_0 through custom_label_4) are how you segment products in Performance Max. Most accounts use them randomly or not at all. This planner suggests a structured slot strategy aligned with bidding, seasonality and margin.
Why custom labels are PMax's secret weapon
Performance Max is a black box, but custom_label gives you the cleanest way to segment products into asset groups with different bid strategies. Most accounts use one slot ad-hoc; structured 5-slot usage consistently produces 15-30% efficiency improvements within 60 days.
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