Google Merchant Center Feed Labels Guide

What Feed Labels Are

Feed labels are tags you assign to a Merchant Center data feed. Once a feed has a label, you can reference that label in Google Ads campaigns to target only the products in that feed. This lets you run different campaigns with different budgets, bid strategies, and targeting for different subsets of your catalog without duplicating product data.

How Feed Labels Differ From Feed Rules

Feed rules modify the content of your feed data (changing values, combining fields, mapping attributes). Feed labels do not change your data at all. They are organizational tags that control which products a given campaign can access. Think of feed labels as filters at the campaign level, and feed rules as transformations at the data level.

Common Use Cases

Seasonal campaigns: label a feed "summer-sale" and create a Shopping campaign that only runs on those products during the sale period. Country targeting: if you feed the same products to multiple countries from one Merchant Center account, assign separate labels per country to ensure each campaign pulls from the right regional feed. Brand segmentation: assign separate labels for your premium and budget product lines to bid differently on each group.

How to Add a Feed Label

In Merchant Center, navigate to Products then Feeds. Select the feed you want to label. In the feed settings, find the Feed label field and enter your chosen label. Labels are case-sensitive and cannot contain spaces. Once saved, the label appears in Google Ads when you set up or edit a Shopping campaign. Under Products, you can filter by feed label to restrict which products the campaign serves.

Feed Labels and Multi-Country Feeds

If you use a multi-country feed (one feed covering several countries), feed labels help you target campaigns to specific countries within that feed. Instead of separate feeds per country, you can assign a label per country and link the correct campaign to the correct label. This simplifies feed management while keeping campaign targeting precise.

What to Watch For

A product not assigned to any feed with the required label will not serve in that campaign. If a campaign is underdelivering, verify that the feed label is correctly assigned and that products in that feed are approved. Also confirm that the feed label in Merchant Center exactly matches the label referenced in Google Ads, including capitalization.