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Duane Brown — Custom Labels: An Important & Underused Feature

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These slides were presented at the SEMrush webinar "Drive Profitable Growth at Scale with Google Shopping Campaigns". Video replay and transcript are available at https://www.semrush.com/webinars/drive-profitable-growth-at-scale-with-google-shopping-campaigns/

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Duane Brown — Custom Labels: An Important & Underused Feature

  1. 1. Custom Labels An important and underused feature
  2. 2. ▪ What It Is ▪ Why Use It ▪ How To Use It Agenda #MeasureFest #AlwaysBeTesting @DuaneBrown#GoogleShopping #SEMRushWebinar @DuaneBrown
  3. 3. What It Is
  4. 4. ▪ Custom Label 0 – 4 Custom Labels Attribute #GoogleShopping #SEMRushWebinar @DuaneBrown
  5. 5. ▪ 90% of Clients Making Shopping Feeds Beautiful #GoogleShopping #SEMRushWebinar @DuaneBrown
  6. 6. ▪ The 80% Rule Where To Put Your Effort #GoogleShopping #SEMRushWebinar @DuaneBrown
  7. 7. Why Use It
  8. 8. Why Use Custom Labels #GoogleShopping #SEMRushWebinar @DuaneBrown ▪ The Magic – Monitor – Reporting – Bidding – Organizing
  9. 9. ▪ Other Options – Seasonal – Holidays – Price or Colour – Weight Custom Labels Options #GoogleShopping #SEMRushWebinar @DuaneBrown Custom Label Ex. 1 Ex. 2 Ex. 3 Gender Male Female Kids Material Bamboo Organic Non-Bamboo Margin High / Low Percent Exclusive Exclusive Size (shoe or top) Small 9 New Product Push
  10. 10. How To Use It
  11. 11. Custom Labels: Gender #GoogleShopping #SEMRushWebinar @DuaneBrown ▪ Gender – M + F + Unisex – Kids – Grandparents Product Groups Example One Example Two Level One Gender Gender Level Two Price Point Material Level Three SKU ID Price Point Level Four SKU ID
  12. 12. Custom Labels: Clearance / Sales #GoogleShopping #SEMRushWebinar @DuaneBrown ▪ Clearance / Sales – High / Low Bids – Profit Margins Product Groups Example One Example Two Level One Clearance/Sale Clearance/Sale Level Two Product Category Product Category Level Three SKU ID Material Level Four SKU ID
  13. 13. Custom Labels: Price Point #GoogleShopping #SEMRushWebinar @DuaneBrown ▪ Price Point – Under $20 – $20 – $40 – $40 – $60 – $60 – $100 – $100 – $250 – $250 – $500 – $500 – $1,000 – $1,000+ – Profit Margins Product Groups Example One Example Two Level One In-House Brand Clearance/Sale Level Two Product Category Material Level Three Price Point Price Point Level Four SKU ID SKU ID
  14. 14. Custom Labels: Seasonal Products #GoogleShopping #SEMRushWebinar @DuaneBrown ▪ Seasonal Products – Shoulder Seasons – High / Low Bids – Profit Margins Product Groups Example One Example Two Level One In-House Brands Seasonal Level Two Seasonal Product Category Level Three Product Category Price Point Level Four SKU ID SKU ID
  15. 15. Summary
  16. 16. Summary #GoogleShopping #SEMRushWebinar @DuaneBrown ▪ Use 3 Typical – Sales – Price Point – Colour or Exclusive
  17. 17. The End. Thank you. About Me ● Lived 6 Cities. 3 Continents ● Traveled 40 Countries ● Huge Gaming & Tech Nerd ● Brands: ASOS, D2C, Walmart #GoogleShopping #SEMRushWebinar @DuaneBrown @DuaneBrown

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