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Get Started with Google AdWords Labels


Google AdWords / September 25, 2012

What are Google AdWords Labels? This relatively unused feature allows users to tag campaigns, ad groups, ads, and keywords with whatever label you deem useful to gain insights into account performance.

Why should I use it?

In its most basic terms this feature allows you to slice and dice large sets of data instantly (if set up correctly). If used correctly it will help you save time by displaying the most pertinent information faster so that you can make account changes sooner and with more confidence. This feature is especially useful for large accounts because you can view predefined data sets faster.

How to set it up:

After you have considered what kind of information you’d like to glean from this tool it is rather easy to set up. It can however be rather tedious for large accounts as there is no AdWords Editor integration as of yet.

Let’s say for example you want to label one of your campaigns “English” because you have multiple languages in your account and want to see how English performance compares to other languages.

For this example you would:

  1. Go to the Campaign tab of your account
  2. Click the check box beside the English campaign (#1, Screen shot 1)
  3. Click the drop down menu “labels” (#2, Screen shot 1)
  4. Type “English” in the “New Label” text box and save (Screen shot 2).

Similarly, if you want to label ad groups, ads, or keywords the process is the same all you need to change is the tab you are viewing.

How to view the data:

  1. Click on your “Dimensions” tab
  2. Click on the “View:” drop-down menu
  3. Click “Labels”
  4. Click “Labels – Campaign”

Useful Label Examples:

Campaign Labels:

  • Geographic targeting
  • Language targeting
  • Product/Service Segmentation
  • Goal Based – Sales/Sign Up/Branding

Ad Labels:

  • Message Segmentation
  • DKI vs Static
  • In the case of image ads – colour, CTA, text, imagery, sizes, upload date etc

Ad Group/Keyword Labels:

  • Match Types
  • Brand, competitor, exploratory, research etc.
  • Product type
  • Keyword theme

The point of this is to reduce time spent on repetitious tasks by appropriately labeling things you want to see often that aren’t readily visible elsewhere. Thus the initial time investment to set up the labels will pay itself off when you can check large/complicated sets of data instantly at any time; giving you clear, potentially powerful and actionable information.

Feel free to get creative as the goals and data mining in each account and campaign vary, my examples are only intended to get you thinking of usable labels.

*Note be sure to keep up to date on your labels as you add in campaigns/ads/ad groups/keywords or this powerful tool could lead to critical mistakes.

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Jeff Johnson

Director of Paid Media @ Bloom


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