Google AdWords Labels: Tactics to put them to use!

The Google AdWords chatter right now is definitely around the Near Match and Ad Rotation updates, but let’s not forget about the smaller updates that may be equally as actionable right now.

I’m an organizing freak. I like everything in my apartment to have a home that way I can de-clutter by putting everything back into its place.  Not surprising, many of those homes and compartments are labeled appropriately.  Google’s recent addition of “Labels” is a feature that is right up my alley.  In this post, I’ll explain what labels are, where you can find them and most importantly how to best use them.

What are “Labels?”

As explained in the Google AdWords blog post about a month ago, “you can organize your account’s keywords, ads, ad groups and campaigns into custom groupings so you can quickly and easily filter and report on the data that is of most interest to you.”

Use the “Labels” drop down menu on the campaign, ad group, ad or keyword tabs to edit and save labels.  Special note – When you’re implementing labels for large sections, the labels are only applied to what is selected on the first page.  I have found it can be easier to export the account into excel, use filters to populate the label column and re-upload.

How can I use them?

Account organization is an extremely important element to a successful PPC campaign.  It happens to be one of my favorite parts of the process (see organizational tendencies above).  Below are just a few of the ways I’ve found are actionable uses for labels.


Use labels on promotional campaigns, ad copy, ad groups or keywords. Not only will you be able to filter to find them easily, but you can segment the performance data out from the rest of the account to compare to the whole account, campaign or ad group.

Automated Rules:

Labels have been added to the criteria for setting up automated rules.  For example, you could set up an automated rule that tells Google to pause all ads labeled “Father’s Day” on 6/17.  Or maybe you want to bid up on certain keywords over the weekend for a particular event. You could assign the event related keywords labels and set the rule to increase bids on keywords with that label.


As a client manager, I spend a good amount of time reporting and analyzing data for client accounts.  Labels are a great way to simplify these processes.  Pivot tables are my go-to tool for quick analysis.  Including labels as a column makes it easy to pull aggregate results into a pivot table.  Example below:


A very basic example would be testing two types of ads against each other across an account or campaign. Label the existing ad as “Control Ad” and the others as “Test Ad.”  It’s that simple.  You could do the same to differentiate landing pages or calls to action for the ads. Now let’s just cross our fingers that Google changes their minds about the ad rotation changes…

Those are just a start to making labels useful for your account.  I’d love to hear about how other advertisers are using labels to help manage their accounts.


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