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Can Google Shopping 'Custom Labels' be dynamic?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi,

 

We sell video games ie.PS4, XBox and are currently transitioning over to the Google Shopping campaigns.

 

Our products are quite different in their lifespan, pricing, margins etc in that they have a very short 'peak' sales period (about 10 days either side of release date) and very dynamic pricing and margins. This is quite different to the majority of products which are much more static, apart from seasonality.

 

This is raining some questions about the 'Custom Labels' we can really use, unless they are dynamically and are constantly changing, which I'm not sure is possible.

 

For eg. We have a PS4 game currently taking preorders and is released in 1 week. It is currently a 'bestseller' and also 'low margin' (which we could create labels for), however in 1 month it will not be a 'bestseller' and will be 'medium margin'. Are we able to alter these custom labels that this product is grouped in dynamically to reflects these constant changes or once a custom label is assigned it can only be removed manually?

 

Hope i've been clear in my query. Thanks

1 Expert replyverified_user
1 ACCEPTED SOLUTION

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Marked as Best Answer.
Solution
Accepted by topic author Scott S
September 2015

Re: Can Google Shopping 'Custom Labels' be dynamic?

[ Edited ]
Top Contributor
# 2
Top Contributor

yes, the custom_label_0 ... attributes can be relatively dynamic --
e.g. a value may be deleted from a particular item if that item
no longer falls under that abstract grouping.

any attribute changes are always done within the submitted data
and then the data (feed) resubmitted to be reflected in adwords;
this is apart from any product-group changes directly in adwords.

in that respect, custom label attribute-value changes are like
any other attribute-value changes within submitted (feed) data --
there is no specialized dynamic-update feature for such attributes.

note that google may sometimes take 24-72 hours or so
for changes to be processed and seen within adwords;
that potential delay should be taken into account when
changing any attribute value for an item -- especially
with respect to changes seen within a product-group.

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Scott S
September 2015

Re: Can Google Shopping 'Custom Labels' be dynamic?

[ Edited ]
Top Contributor
# 2
Top Contributor

yes, the custom_label_0 ... attributes can be relatively dynamic --
e.g. a value may be deleted from a particular item if that item
no longer falls under that abstract grouping.

any attribute changes are always done within the submitted data
and then the data (feed) resubmitted to be reflected in adwords;
this is apart from any product-group changes directly in adwords.

in that respect, custom label attribute-value changes are like
any other attribute-value changes within submitted (feed) data --
there is no specialized dynamic-update feature for such attributes.

note that google may sometimes take 24-72 hours or so
for changes to be processed and seen within adwords;
that potential delay should be taken into account when
changing any attribute value for an item -- especially
with respect to changes seen within a product-group.

Re: Can Google Shopping 'Custom Labels' be dynamic?

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Awesome, Thanks for the insight!

Can Google Shopping 'Custom Labels' be dynamic?

[ Edited ]
Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭

Hi Celebird, thanks for the helpful explanation. Further to Scott's initial question I have a query about updating custom labels that are being used to subdivide product groups in adwords. I have existing campaigns divided by brand, then custom label 0 and custom label 1. I want to change the names of custom label 1 by updating via the merchant feed. I'm wondering if the adwords campaign structure will automatically update to be subdivided by the new custom label values or whether this will require manually changing all the existing campaigns. Any advice would be much appreciated. Many thanks Smiley Happy

Can Google Shopping 'Custom Labels' be dynamic?

[ Edited ]
Top Contributor
# 5
Top Contributor

first, you're welcome.

the latter -- a change to the existing custom_label_1 value in the feed,
will most likely require manually changing the existing product-group --
either by adding a new subdivision, or changing an existing subdivision's
custom_label_1 value, depending on what outcome is wanted, and the

details of the existing product-groups.

items match, or do not match, a product-group
subdivision based on attributes and values.

product-group subdivisions/partitions are essentially templates/buckets --
each subdivision is defined by attribute names and values, that are created
under the (all-products) product-group, by the merchant.

google automatically places items in the defined groups,
but does not automatically create groups -- except for
the all-products and everything-else product-groups.

if an inventory item, submitted in the products-feed, matches an existing
product-group/subdivision, then the item will be automatically added to that
group; conversely, if an item does not match a product-group/subdivision,
then that item will be automatically removed.

for example, if a product-group/subdivision currently exists, that contains
the new custom_label_1 value, then nothing needs to change in the ad-account --
the changed item will automatically match and be added to the group, after
the updated feed has been re-submitted and fully processed.

otherwise, within the ad-account, a new product-group subdivision must

be manually created -- either by adding another value to an existing

custom_label_1 definition, or by changing (adding and removing) an
existing custom_label_1 value;  adding the new value, minus the removal-step,

is likely the best option, at least until the results are inspected.

 

Can Google Shopping 'Custom Labels' be dynamic?

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭

Many thanks for your thorough reply, I'm grateful for the advice Smiley Happy

Re: Can Google Shopping 'Custom Labels' be dynamic?

Visitor ✭ ✭ ✭
# 7
Visitor ✭ ✭ ✭

We do exactly this - we use the custom labels to determine which adwords groups a product goes into - these can literally change on a daily basis. Other than the adwords groups which we set up, the custom labels have no effect.

Can Google Shopping 'Custom Labels' be dynamic?

[ Edited ]
Visitor ✭ ✭ ✭
# 8
Visitor ✭ ✭ ✭

Hi Phil, thanks for the response. From your description of how you use custom labels there's one fundamental difference with what I'm hoping to achieve. I use a custom label to represent profit margins, which I use to subdivide the product groups, which in turn informs my bid strategy. I want to update the names of these custom labels (purely to contain more useful info) but want to keep the existing campaigns intact and keep the data for the product group subdivisions, so I was hoping that changes to the custom label names in the feed could be used to update the existing names of the subdivisions in my campaigns. From yours and Celebirds responses it seems clear this isn't the case. My actual goal is to add some extra data to the existing groups that would be visible when I'm updating my bids.

Can Google Shopping 'Custom Labels' be dynamic?

[ Edited ]
Top Contributor
# 9
Top Contributor

one possibility, based on what was described, is to keep all
the current values as-is, but also add all values in bulk, that

may be used, anytime in the future, before the feed changes.

for example, the custom_label_1 attribute in the ad-account,
within the same product-group, may be set-up with the values:
high-margin, low-margin, 0-5-percent, 6-11-percent, etc.
then, as those values are added, changed, or removed, from the

feed, each item will automatically be added to, or removed from,

each predefined custom_label_1/value subdivision.

otherwise, to automate the values within the product-group,
based on data within the feed, would likely require using a
merchant's back-end inventory-database and some combination
of google's various api's and related scripts -- rather than
using the feed directly, depending mainly on inventory size.

of course, too much fluctuation in product-groups may harm performance --
generally, steady-state is best, with enough items in each subdivision,
so that impressions, clicks, and overall performance, may be analyzed
and effectively utilized by google.

 

Can Google Shopping 'Custom Labels' be dynamic?

Visitor ✭ ✭ ✭
# 10
Visitor ✭ ✭ ✭

Hi Celebird, thanks again for the thoughtful response. Based on your answers and a bit of experimentation I have decided against the renaming of custom labels and their equivalent subdivisions and will instead use filters to make the appropriate selections whilst containing the useful info in their saved name. Thanks again for the advice.