Google Ads Custom Labels

Key Takeaways

a well-organized Google ads account can help advertisers save time to make it easier to find the data that they need to optimize their account and Google ads labels are a big factor in keeping your account organized these are custom created in each account and they can be applied to a variety of levels which we will cover in this video we will then show you how to manage your custom labels some strategies that we like to use with custom labels how to use labels for filtering so you can find the data that you need to optimize your campaigns and then we will go over how to use labels for automated rules so let's get started in Google ads custom labels can be applied to four levels within your account we're already on the first level that will be campaign level labels you can also apply labels to specific ad groups third you can apply labels to ads not assets just the ads and then finally you can add labels to Search keywords now that you know the levels let's look at how we can apply labels as well as the few ways that we can create new labels let's say I wanted to group a certain theme of campaigns together for instance the two Halloween campaigns we see on the screen right now I can quickly go up and select the two campaigns and you should see the blue bar come up on your screen and the same thing should appear no matter which level you're clicking on there we see label I'm going to click on this drop down I can choose one of the labels I already have created but most likely you're here because you're new to labels so if you want to create a new one it says it right there create labels go ahead and name your new label and then if you're more concerned about the visual appeal to help it stick in your head a little bit better you can click on the color circle and choose a different color option here it's Halloween so I'm going to choose orange description is optional so I'm going to create the new label and there it is already selected and then we will need to apply it to these two campaigns so the label has been applied but we can't see it right now because I don't have the proper columns so let me X Out of the Blue Bar and then click on your column settings to adjust the column then you can go down to modify your columns I'm not going to tell you what other columns you need to add to this view it's going to be depending on what you want to see for whatever campaign goals you have but just go and click on the magnifying glass of course labels there because I've used it recently but it's easy enough for you to search it if you're not seeing it from the drop down right away click and add my label and then just to make it easier I'm going to bring it to the top close enough if you want to save this view for later you can always save this specific set but for now I'm just going to apply so there we see the label column showcasing our labels for the two campaigns we have selected so this is a very basic scenario and one I typically don't use so I included this example for this reason I try not to use labels that already mimic filtering functionality available within Google ads let me explain in this label example I created the label based upon the naming convention it makes sense that you would want to group all of these Halloween campaigns together but we can already go up to the search function type in Halloween and then filter campaigns by the naming convention once we do that we're already filtering by this specific label so how else do we typically like to use labels within Google ads I'll hop into a few different accounts to talk over some of those scenarios and while doing that we'll walk through how to filter by each of these labels this account is running a variety of campaign types and we could see that they are already using labels the two labels that we see are further annual Summit so they're limited run campaigns and we do label those so it's easier for us to see and even though I cannot show you the campaign names not all of their Summit campaigns have Summit in the campaign name so this is one way that we can group these together to see how these campaigns perform every year but they also have different campaign groupings that they run limited times throughout the year this particular client holds Regional events in different cities around the country and sometimes they like to promote these events and they are another set of campaigns that don't use similar naming conventions where we would just search for the campaign name so we have labeled all of these campaigns so to find them we can add a filter to this current View and we need to tell Google that we want to filter by a specific label well I have to blur out everything because it mentions the client account and the ID number I'm going to scroll down to the specific one all of their Regional campaigns click apply and since nothing was running within the past month there aren't any stats to show so the main naming Convention of the campaign just shows what campaign type it is some branding element and then most of them have the city name but they do share some of the naming conventions with our other display campaigns so at the end of the year we go back and see which event campaigns perform the best are there changes that we need to make are there certain locations that perform better and we need to hold more events within those cities so pretty much regrouping these campaigns by the goals that we want to achieve with running these localized display campaigns let's look at another way we can use custom labels within Google ads one of the main ways that we use custom labels is for ad testing and there are a variety of ways that we use labels for our ads one example is what we're looking on the screen right now is to label how we're creating our responsive search ads Michelle already created a video about responsive search ads strategies and templates you can watch that video here but we're essentially we're taking those tactics from that video and using it within this particular account we're testing out different themes while we're pinning certain headline placements within our responsive search ads for this particular client so if I highlight a particular label in pretty much all of these ads we have keyword variations pinned to headline one so I don't need to call out what I want for my first headline Within These labels I already know that but I need to remind myself what themes we're running in the ads for headlines two and three so they add in the second row has of course the keyword headlines pinned to headline one spots but we're testing out for a headline two a variety of headlines that are testing different call to action statements and then all of our our pin headlines for headline three are a variety of value messages if I filter by that specific label I can see how it performs now the ad in the top row these variants were created after these labeled ads because what we found out is that a lot of general consumers for this B2B account were coming in and they were looking for a specific type of persona to click on our ads even though they may search for some higher level generic keywords so we're still using keyword focused headline ones but in our second test we added pre-qualifying messages pinned to headline two purposely trying to scare people away we want to focus on getting the right user to our website not as many users as possible and then we still kept the value message headlines pinned to the third spot so if I click off of that I would be able to then look at the stats to see which ad message is performing the best now there's a variety of ways to assess this depending on what type of company you are yes we look at the basic stats that we see there in terms of conversions and everything but there's other stuff that we have to keep in mind when I'm pre-qualifying users I expect a lower click-through rate because I'm scaring people away but we have our URL tracking updated to label what type of ads are performing so when we go back in the CRM and see do these conversions actually become customers which ad message is going to perform better so we can always filter by label to see the stats within here you can also download your report it will include the label column and if you'd like to look at pivot tables to make it easier to compare the stats between the two different types of labels that is also an option just make sure you have the label column included when you download the report and then you'll be able to filter your Excel by the label I'm not going to change views but another way that we use labels for ad testing depending on what the client wants to see would be creating for labels of when we launched a new set of ads essentially the label will have some sort of AD convention name as well as the date of when the ads went live we do this because we understand sometimes ads need a longer time to run and this helps us remember when these particular ads were in implemented so we don't shut them down too soon if we feel that they don't have enough metrics to really make an accurate decision if the ad is working or not if we're testing out landing pages in the ad copy between a few sets of ads is exactly the same and the only thing that you're testing is a different landing page we will call out the particular landing page in a label there are landing page views and reports that you can look between an account but sometimes it's just easier and quicker to just filter by a specific landing page label now another option that this account isn't using that I have used in the past has been on the keyword side don't have clients right now that are using these examples but in previous Ecom accounts that we've managed we have labeled specific product keywords if they were some of the top performers for the company labeled all the keywords related to products that were driving the most dollars driving the most overall sales maybe had the highest level margins you're making the most money on the B2B side we have labeled keywords that typically give the most lifetime value we have labeled keywords by the Persona that they have in internally that they want to try to reach to see if we are bringing in the right user eventually and then we've had certain clients that wanted to label their top 25 top 10 best performing keywords and that's depending on the client whether their goals was most conversions most Impressions driving the most traffic to the site they all had different goals and that's where labels can really help out because if you have a lot of keyword Variety in the account and they all meet certain goals it's harder to filter just by the content and what you have within the keywords sometimes it's easier just to group them all within a particular label so you don't have to search for a bunch of different things and check a bunch of boxes you can just add a filter by a particular label if you ever need to make changes to your labels let's say you're sick of seeing the same color over and over again or you found that you had a misspelling in what you called one of your labels it's very easy to change I find it easier to go back to your campaigns view click on one of the options that'll bring up the blue bar again so when you select label the options will come up here just highlight over the label that that you want to edit you don't necessarily have to click on it just highlight over so you see the edit pencil button if you click on it there you can edit the name again change the color if that's the edit you want to make you would save the changes and then the edit is change but I didn't apply it to the actual campaign you would still need to go back select all the campaigns ad groups ads keywords whatever and make sure that you apply it if you're trying to add it after you edit it you may have noticed if we go back up we'll edit the same pin while you're editing you see the trash logo this is how you can delete a label if you realize that you have a label in there that you have either never used haven't used in a long time probably will never use it yet I just go back and delete certain labels just because the more you add here the more you have to scroll and find if you don't want to search for it but if I bring up Google ads editor I want to show you that you can create edit and remove labels from Google ads editor 2. if you prefer to work in this platform so make sure that you click on the account level drop down under shared Library scroll down a little bit and you will find a labels option you can add a new label here add all the information a benefit about using Google ads editor is that you get a lot more color options you can add in specific color codes and you remember when we were creating the Halloween label in the very beginning of this video it only gave me a few options so create your custom colors here you also get more information on how many campaigns ad groups ads and keywords are using these particular labels so if you find out that you have labels created and they're not attributed to anything could be a good option to just easily highlight them and then delete them from the system but go ahead make all your label changes within editor from the shared Library don't forget to post any of your changes so they show up within the desktop interface but it's another easy way to create and manage your labels in the intro I I did mention I was going to show you how you can use labels within your automated rules so I'm back within the account that has the annual Summit and while all the summit ads are paused for the year we know the summit's going to happen again next year in 2024. so when the time comes when I have my updated ad copy set my targeting options are going to stay the same I can proactively create an automated rule to launch these campaigns on a particular date so to do that let's go to tools and settings and let's create a rule to create a new rule click on the blue plus button and there's a variety of different rules that you can create we already have a video going over automated rules you can check that one out here but when we're talking about using labels for rules pretty much know we're tied to these top four campaign rule add your rule keyword rule add rule depending on where you have your label set up in this case we're going to stick to campaign first I'm going to name my rule and then I want to choose the specific conditions so if I click on the filter I can search for the label and I will choose the label and I scroll down I will select the summit option where we have all of our paused Summit ads labeled and then I will choose what happens I want to enable the campaigns but you can see there are a variety of other actions that we can do change budgets change the label if you want to pause labeled campaigns on a certain date you can do that but I want to enable the campaigns change the name of the action up above scrolling down this is going to be a one-time thing but depending on your case you may need to consistently pause or unpause certain campaigns it's a whole nother thing that you'll need to set up but we're just bringing these campaigns back once a year then I will just choose the date and time don't really care about the time this is just an example if you want to email anyone for any updates or changes or errors add the email recipient here and then it's being weird right now this should be our save apply button it's completely blued out but I'm going to save this rule I know there's a lot blurred out here but I created the rule saying enable all the campaigns that contain the label Summit on January 21st 2024 at 11 A.M that I can always go back edit the rule if I need to if the date changes and just think of all the ways that you can have other rules if you found out that you had a set of ads that you labeled with a specific label and they all need to be paused or enabled at a certain time it's easy enough just to use the filter when you're creating the rule to just have your automated rules apply to certain subsets and labels I know I only gave some examples of how we use labels but I'm pretty sure you can think of how you can use them better within your account to either stay more organized or make it easier to find the information you need to make better decisions within your Google ads account if you have any strategies that you would like to share on how you like to use labels that I didn't talk about today let everyone know in the comments below thanks for watching our video we really appreciate it if you liked it give us a thumbs up below if you really liked it maybe think about subscribing to the paid media Pros YouTube channel and you'll get alerted every time a new video drops if you really really liked it you can help support the channel by checking out some of the t-shirts that were wearing on our merch shelf as well as looking at the super thanks button foreign