skill-085-custom-label-strategy-segmentation

Skill 085: Custom Label Strategy

Purpose

Evaluate and implement custom label (custom_label_0 through custom_label_4) strategies to enable margin-based bidding, seasonal prioritization, inventory management, and performance tiering in Shopping and Performance Max campaigns.

Data Requirements

Data Source: Custom GAQL Required

The standard export does not include custom label data.

GAQL Query:

SELECT
  campaign.name,
  campaign.advertising_channel_type,
  segments.product_item_id,
  segments.product_title,
  segments.product_custom_attribute0,
  segments.product_custom_attribute1,
  segments.product_custom_attribute2,
  segments.product_custom_attribute3,
  segments.product_custom_attribute4,
  metrics.impressions,
  metrics.cost_micros,
  metrics.conversions,
  metrics.conversions_value
FROM shopping_performance_view
WHERE campaign.advertising_channel_type IN ('SHOPPING', 'PERFORMANCE_MAX')
  AND segments.date DURING LAST_30_DAYS
ORDER BY metrics.cost_micros DESC
LIMIT 2000

Run via /google-ads:get-custom with query name custom_labels.

Analysis Steps

1. Audit current label usage: Check which custom labels are populated and with what values.
2. Evaluate label strategy: Assess if labels align with business segmentation needs.
3. Check campaign utilization: Verify campaigns segment by custom labels for differentiated bidding.
4. Recommend improvements: Suggest label structure for margin, seasonality, performance.

Thresholds

Condition	Severity
No custom labels in use	Critical
No margin-based labels	Critical
Labels populated but not used in campaigns	Warning
>10 unique values per label (inconsistent)	Warning
Outdated seasonal labels	Warning
No performance tier labels	Info

Output

Short (default):

## Custom Label Strategy Audit

**Account:** [Name] | **Products Analyzed:** [X] | **Labels Active:** [Y] of 5

### Current Label Usage
| Label | Populated | Unique Values | Strategy |
|-------|-----------|---------------|----------|
| custom_label_0 | [%] | [X] | [Margin/Unused] |
| custom_label_1 | [%] | [X] | [Season/Unused] |
| custom_label_2 | [%] | [X] | [Performance/Unused] |
| custom_label_3 | [%] | [X] | [Inventory/Unused] |
| custom_label_4 | [%] | [X] | [Category/Unused] |

### Critical ([Count])
- **No margin labels**: All products bid same regardless of profitability -> Add margin tiers

### Recommendations
1. [Priority action]
2. [Secondary action]

Detailed adds:

• Recommended label structure
• ROAS targets by margin tier
• Campaign segmentation strategy
• Implementation roadmap