Google AdWords Labels: Why & How?

You want to set your bids based on the things that matter to you. That can be color or size or weight or any other attribute in your feed. Often you will find that products with certain attributes (e.g. the red boots) have a lower CPA and/or a higher conversion rate, so you want to set a higher bid for them.


But when you create your product target in AdWords you have only 6 attributes:



So if you want to include color or size or sugar-coated or whatever, you need to work with AdWords labels.


This is how it works:

If you want to use color as a attribute, you first need to ‘paste’ an Google AdWords label on the attribute color. So you tell Google AdWords that all values in that particular field are Google AdWords labels.

Most product feeds do not include any Google AdWords Labels, so you need to use a data feed management software like ours to apply these labels.


Google AdWords Labels in DataFeedWatch


If that’s all been taken care of, you can use ‘red’ or ‘green’ or any other color in your feed as a bidding criterium:


Using Google AdWords Labels for Red Boots




Written by Jacques van der Wilt

Founder & CEO at DataFeedWatch

Jacques is a shopping feeds industry leader, start-up mentor, and entrepreneur. He's the founder and CEO of DataFeedWatch (acquired by in 2022): a leading global feed management and optimization company that helps online merchants optimize their product listings on more than 2000 shopping channels in over 60 countries. Before founding DataFeedWatch, Jacques held leadership positions in the US and Europe. He is also a seasoned guest speaker at industry events and a mentor at Startup Bootcamp.


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