This article will explore the libellé de flux feature in Google Ads, offering a deep dive into how it works, why it’s important, and how to maximize its potential for your advertising strategies. We’ll cover everything from the basics of feed labels to advanced tactics for using them to improve campaign performance.
Let’s dive in and examine how Google Ads feed labels can transform the way you structure your campaigns.
Table of Contents
- What Are Google Ads Feed Labels (Libellé de Flux)?
- The Evolution of Feed Labels: From Country of Sale to Greater Flexibility
- How Feed Labels Work in Shopping and Performance Max Campaigns
- Benefits of Using Feed Labels in Google Ads
- Step-by-Step Guide to Implementing Feed Labels
- Best Practices for Organizing Product Data Sources Using Feed Labels
- Feed Labels and International Campaign Targeting
- How Feed Labels Impact Campaign Performance and Reporting
- Common Challenges and How to Overcome Them
- Conclusion: Maximizing Your Google Ads Campaigns with Feed Labels
1. What Are Google Ads Feed Labels (Libellé de Flux)?
Feed labels, or libellé de flux, are a powerful tool within Google Ads Shopping and Performance Max campaigns that allow advertisers to group products based on shared characteristics, such as language, region, or promotion type. Each campaign can use only one feed label, making it easier to target specific product groups while maintaining flexibility in campaign management.
Feed labels offer an additional layer of control over product targeting, helping advertisers manage large inventories, especially across multiple markets or languages. Before feed labels were introduced, product selection was primarily determined by the “country of sale”. However, feed labels now offer greater flexibility, as they enable advertisers to categorize products in ways that align better with their business goals.
Key Characteristics of Feed Labels:
- Single Selection Per Campaign: Each campaign can only use one feed label, allowing you to target a specific set of products.
- Organized Grouping: Products can be grouped based on characteristics such as language, promotions, or regions.
- Customizable: Feed labels are customizable, enabling advertisers to create unique labels tailored to their needs.
2. The Evolution of Feed Labels: From Country of Sale to Greater Flexibility
Before the introduction of feed labels, Google Ads campaigns relied heavily on the “country of sale” feature to target products. Advertisers would structure their campaigns based on the country in which they wanted their ads to be displayed, and product selections were primarily tied to this geography.
Transition from Country of Sale:
- In the past, the “country of sale” field was a mandatory part of campaign targeting. For advertisers running international campaigns, this meant creating separate campaigns for each country.
- While this worked effectively for single-country targeting, it became cumbersome for advertisers managing multilingual or multinational campaigns with a large inventory.
- Feed labels offer a solution by allowing advertisers to categorize products not only by country but also by other characteristics such as language or promotions.
With the arrival of feed labels, advertisers no longer need to rely exclusively on the country of sale as the primary targeting method. This evolution has provided more flexibility, allowing businesses to group products by custom labels that suit their campaign needs.
How Feed Labels Work:
When creating a Shopping or Performance Max campaign, you can select a specific feed label from your Merchant Center account. This label determines which product data sources will be used in that campaign, replacing the old method of targeting based solely on geography.
3. How Feed Labels Work in Shopping and Performance Max Campaigns
Feed labels are especially useful in Google Shopping and Performance Max campaigns, where the organization of product data sources plays a crucial role in the campaign’s success. These two campaign types are designed to maximize performance across a broad range of placements, including Google Search, YouTube, Display, Gmail, and more. With so many placements and potential product data sources to manage, feed labels simplify the process by grouping products based on shared characteristics.
Google Shopping Campaigns:
In Shopping campaigns, feed labels can help you group products based on criteria that align with your marketing objectives, such as language, price range, product category, or sales promotions. For example, if you’re running a holiday promotion across multiple countries, you can apply a feed label to the relevant products and use it to target them in specific campaigns.
Performance Max Campaigns:
In Performance Max campaigns, which automatically optimize for the best-performing ads across Google’s network, feed labels can further refine your targeting by ensuring that only the most relevant product data sources are included. This is particularly useful for businesses with a large inventory, as feed labels make it easier to separate products based on their marketing priorities.
4. Benefits of Using Feed Labels in Google Ads
Feed labels provide a wide range of benefits for advertisers, particularly those managing complex campaigns with large product inventories. Here are some of the key advantages:
a) Greater Flexibility in Campaign Management
Feed labels allow advertisers to group products based on a wide range of criteria, offering more flexibility than the previous “country of sale” method. This means you can create custom campaigns that align with specific marketing goals without the need for multiple campaigns based solely on geography.
b) Improved Targeting
By grouping products with similar characteristics, feed labels improve the targeting accuracy of your campaigns. You can apply feed labels to products with the same language, price range, or promotion type, ensuring that your ads are highly relevant to your audience.
c) Simplified Campaign Structure
For advertisers with large inventories, feed labels simplify campaign structure. Instead of creating dozens of campaigns for each product category or region, you can create a single campaign with a feed label that encompasses all relevant products.
d) Enhanced Performance Tracking
Feed labels enable more granular performance tracking, allowing you to see how specific groups of products are performing. This insight helps you make informed decisions about budget allocation and optimization strategies.
e) Multilingual and Multinational Campaigns
For businesses operating in multiple countries or languages, feed labels are invaluable. They allow you to target product data sources that share the same language or regional characteristics, making it easier to manage multinational campaigns.
5. Step-by-Step Guide to Implementing Feed Labels
Implementing feed labels in your Google Ads campaigns is a straightforward process. Here’s a step-by-step guide on how to get started:
Step 1: Access Merchant Center
Ensure that your product data sources are correctly set up in Google Merchant Center. This is where you will create and assign feed labels to your products.
Step 2: Create Feed Labels
Go to the Merchant Center dashboard and navigate to the product feed section. Here, you can create feed labels by specifying the criteria you want to use for grouping products (e.g., language, region, or promotion type).
Step 3: Assign Feed Labels to Products
Once you’ve created your feed labels, assign them to the relevant products in your inventory. This can be done manually or through bulk uploads if you have a large number of products.
Step 4: Set Up Your Campaign in Google Ads
When creating a new Shopping or Performance Max campaign in Google Ads, you will be prompted to select a feed label. Choose the appropriate label to ensure that the correct product data sources are included in the campaign.
Step 5: Monitor and Optimize
After your campaign is live, monitor the performance of the products associated with your feed labels. Use this data to make adjustments, such as increasing the budget for high-performing products or creating new labels for more targeted campaigns.
6. Best Practices for Organizing Product Data Sources Using Feed Labels
To get the most out of feed labels, it’s important to follow best practices for organizing your product data sources. Here are a few tips:
a) Segment by Language
If you’re running campaigns in multiple languages, use feed labels to group products by language. This ensures that your ads are targeting the right audience with the appropriate product information.
b) Use Labels for Promotions
If you’re running seasonal promotions or special offers, create a feed label specifically for those products. This allows you to easily manage and target products that are part of a promotion.
c) Categorize by Region
For multinational campaigns, use feed labels to group products by region. This is particularly useful if you want to target specific countries or regions without creating separate campaigns for each one.
d) Combine Labels with Other Targeting Methods
While feed labels offer flexibility, they work best when combined with other targeting methods such as audience segmentation or bid strategies. Use feed labels to refine your product targeting while also optimizing your campaign through other Google Ads features.
7. Feed Labels and International Campaign Targeting
Feed labels are especially beneficial for international campaigns. Instead of creating separate campaigns for each country or region, you can group products based on the country or language they’re intended for and manage them within a single campaign. This simplifies the process of managing large inventories across multiple markets.
For example, if you’re advertising in both France and Germany, you can create a feed label for French-language products and another for German-language products. These labels can be used to target
