Feed labels let you advertise all products with the same feed label in a Shopping or Performance Max campaign. You can select only one feed label per campaign. Feed labels allow more flexibility in campaign targeting. For example, product data sources using the same language could be given the same feed label, making it easier to target those product data sources in one campaign.
In the past, products were selected for campaigns based on the 'country of sale'. If you've used 'country of sale' to select products for your ad campaigns, feed labels can be used as a replacement to continue to classify your various product data sources by country, allowing you to maintain your current campaign structure. For campaigns created before the introduction of feed labels, the feed label will automatically be set to the two-letter country code of the original 'primary country of sale' field, ensuring that any existing targeting continues uninterrupted.
The feed label that you select will determine which product data sources from the selected Merchant Center account can be advertised in this campaign.
Instructions
Add a label to your product data source in Merchant Center
- Feed labels are available only during the creation of a new data source if you have 'Advanced data source management' enabled under 'Add-ons'.
- When creating a new product data source, you can choose the country, language, marketing methods and feed label. However, once a product data source is created, you cannot modify the language or feed label.
In your Merchant Center account, click the settings and tools icon
.
Select Data sources.
In the 'Primary sources' tab, click Add product source.
Add your data source information and scroll to the bottom of the page to view the 'feed label' setting next to the 'country', 'language' and 'marketing methods' settings.
Click on the pencil icon
next to the feed label option.
- In the empty field, enter a name that helps you easily categorise and identify your products in the ad campaign (up to 20 characters). The supported characters are A–Z (in uppercase only), digits 0–9, hyphens or underscores. The feed label must not include any spaces.
Click Save .
Bear in mind
- Language is a setting at product data source level, which means that you can only set your language setting when creating a new data source.
- If you manage multiple product data sources in Merchant Center, you can use feed labels to organise them and create targeted ad campaigns. For example, you could assign different feed labels to data sources containing products in different languages or categories. This allows you to easily select and advertise specific groups of products in your Shopping campaigns.
Select a feed label for your campaign in Google Ads
If creating a new campaign:
In your Google Ads account, click the Campaigns icon
Click the campaigns drop-down in the section menu.
Click Campaigns.
Click the plus button
, then select New campaign.
Select an objective for your campaign.
Select Shopping or Performance Max as your campaign type.
Select the Merchant Center account that has the products that you want to advertise. If you don't view any accounts here, you'll need to link your Merchant Center and Google Ads accounts first. You can't change the merchant after you've created the campaign.
Select the products that you want to advertise in this campaign, by selecting either a specific feed label or country of sale.
If adding a label to an existing campaign:
In your Google Ads account, click the Campaigns icon
Click the campaigns drop-down in the section menu.
Click Campaigns.
Navigate to the Settings tab.
Select the products that you want to advertise in this campaign by selecting either a specific feed label or country of sale.
If adding a label to multiple existing campaigns:
In your Google Ads account, click the Campaigns icon
Click the campaigns drop-down in the section menu.
Click Campaigns.
Select the campaigns that you wish to switch from country of sale to feed label.
Click the Edit button after the campaigns have been selected.
Select 'Remove country of sale'.
Select 'Use all products from Merchant Center' or choose specific feed labels.
If you've selected a specific feed label, you'll need to specify which feed label to add.
Click Apply to confirm your selection.
Bear in mind
- The label that you select for this campaign determines which product data source from the selected Merchant Center account can be advertised in this campaign. You can edit your feed labels in Merchant Center.
- Feed labels are currently only available for Standard Shopping, Smart Shopping and Performance Max campaigns. Other campaign types continue to use the country of sale.
Select a feed label for your campaign in Merchant Center
If creating a new campaign or editing an existing campaign in Merchant Center:
In the left-hand navigation menu of your Merchant Center account, select Ad campaigns in the 'Marketing' tab.
If you're creating a campaign, click New campaign. If you're updating an existing campaign, click Edit campaign.
Click Select specific product data sources. You'll see an option to select different product data sources for the campaign.
Choose a feed label to apply it to the campaign.
Finish creating or editing the campaign. After you've confirmed your changes, your campaign will start using the product data source.
Bear in mind
- If you have only one feed label, the option to choose a feed label when creating a campaign in Merchant Center may not be available.
- For merchants previously targeting their campaigns using the 'primary country of sale' field, feed labels allow you to specify a two-letter country code (so that you can still target your campaigns by country).