Set up Labelizer campaigns

Choose a Labelizer campaign strategy and set up new or existing Google Ads campaigns around your product labels.

Each suggested approach involves splitting at least one labelizer label into its own campaign.

• Basic approach: two campaigns required
• Intermediate approach: three campaigns required
• Advanced approach: four campaigns required

You can choose to convert an existing campaign to a Labelizer campaign, or create a new one to meet the required approach.

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Before you start

You’ll need

• An active CSS plan
• Your account connected to Google Merchant Center
• An active product feed
• At least one product approved in merchant center
• A supplemental source set up
• A Labelizer strategy configured in Channable
• You must know which custom label field holds the Labelizer Labels (for example, Custom label 0).

Good to know

• Labels won’t work unless they’re sent to Merchant Center via a supplemental source
• The Labelizer uses Google Ads performance data (clicks and conversion value) from your Shopping and/or PMax campaigns to assign labels.
• The Labelizer Target ROAS is not the same as your Google Ads tROAS. It is only used for labeling logic, not for bidding.

1

Choose your approach

Choose the approach that best matches your account data’s volume and goals.

Basic approach (recommended)

Good fit if you have:

• At least 30 conversions in the last 30 days
• More than 50 items

I want higher profits

Villains are low-performing items. They may get clicks, but they don't generate enough sales and can drain your budget.

A basic higher profit approach helps you:

• Reduce wasted ad spend on underperforming items
• Concentrate budget on items that are making you money

How to use this approach

• Group Sidekicks, Heroes, and Zombies into one campaign, and create a separate campaign for Villains so you can control them more tightly.

Why it works

A low budget combined with a relatively high Target ROAS pushes the algorithm to bid only on high-intent, highly relevant searches.

Example

Instead of broad searches like 'shower gel', the algorithm may prioritize searches like 'Heroshop pink rose shower gel 150 ml', which usually have higher purchase intent.

I want to generate more revenue

Zombies are low-visibility products with little to no impressions or clicks. They aren't contributing to revenue yet.

A basic revenue-focused approach helps you:

• Give inactive items more opportunities to appear
• See which products can improve when given visibility

How it works

Create a dedicated Zombie campaign, and group Sidekicks, Heroes, and Villains into a separate campaign.

As products gain clicks and sales, the Labelizer updates their label and moves them to the right campaign.

Intermediate approach

We recommend starting this approach once you see good results from the basic approaches. It helps you separate both underperforming and underexposed products.

Good fit if you have:

• At least 70 conversions in the last 30 days

See which products can become stronger performers once they get visibility

Create separate campaigns for Villains and Zombies, and group Sidekicks and Heroes together.

1. Separate Villains campaign: reduce wasted spend and improve profitability

   • Allocate the lowest budget to Villains Villains should get the smallest budget of the four labels.
   • Use the same Target ROAS across label-based campaigns Villains may sit far below your Target ROAS. Keeping the same Target ROAS helps Google bid on the best opportunities and improve efficiency over time.
2. Separate Zombies campaign: activate inactive products and improve revenue

   • Create a dedicated Zombie campaign to give low-impression products more chances to appear.

Advanced approach

Good fit if you have:

• At least 100 conversions in the last 30 days
• At least 30 conversions each for Sidekicks and Heroes
• Enough Villains to justify a dedicated campaign

Increase revenue and profitability while turning more items into Heroes

Create a dedicated campaign for each label so you can optimize each segment independently.

• Villains campaign: Reduce wasted spend and improve profitability.
• Give Villains the smallest budget.
• Use the same Target ROAS across all label-based campaigns. This helps Google bid on the best opportunities and improve Villains efficiency over time.
• Zombies campaign: Activate inactive items and improve revenue.
• Sidekicks campaign: Increase visibility for items with good ROAS but low volume.

Keep campaign names consistent so they are easier to audit later. For example: PMax - Labelizer - Villains.

2

Set up your Labelizer campaigns

Convert an existing campaign to a Labelizer campaign

1

Open the listing groups for your campaign

1. In Google Ads, open your existing PMax campaign.
2. Go to Asset groups > Listing groups.
3. At All products, click the plus icon.
4. At Subdivide all products by, select the Custom label where your Labelizer labels are stored (custom label > custom label containing your labelizer labels).
5. Select a label based on the tag you want to isolate based on your chosen approach. (e.g. Villains)

1. Click Save. This will add that label to your listing group.
2. Repeat this process for each tag you want to isolate.

2

Convert the existing campaign into campaign(s)

Based on your decided approach, convert your existing campaign into one or more campaigns.

1. In the overview, set the label(s) you chose to Excluded (click the green dot > Exclude).
2. Make sure All other products remains Included (indicated by a green dot).

Example setup: ‘Isolating villains’

In this example, we’ll explain how to convert an existing campaign to include everything except Villains.

1. In Google Ads, open your existing PMax campaign.
2. Go to Asset groups > Listing groups.
3. At All products, click the plus icon.
4. At Subdivide all products by, select the Custom label where your Labelizer labels are stored (custom label > custom label containing your labelizer labels).
5. Select Villains.
6. Click Save. This will add Villains to your listing group overview.
7. In the overview, set Villains to Excluded (click the green dot > Exclude).
8. Make sure All other products remains Included (indicated by a green dot).

3

Create an additional campaign (based on goals)

If you’re following an approach, you will need to make separate campaigns for the labels you want to isolate.

If you have another existing campaign, repeat the steps above. If you don’t, follow ‘Create a new labelizer campaign’ to create a new campaign from scratch.

Create a new Labelizer campaign

1

Create a new PMax campaign

1. Go to Overview > + New campaign > New campaign.
2. Provide the following details:

   1. For your objective, select Sales.
   2. At Use these conversions to improve Sales, keep the Purchases goal, but remove the Submit lead forms goal (three dots > Remove “Submit lead forms” goal > Remove)
   3. Click Continue.
   4. For Select a campaign type, select Performance Max.
   5. At To advertise products on your website select a merchant account, select your Merchant Center account.
   6. For Campaign name, give your campaign a descriptive name to help you identify it later (like ‘NL_pmax_villains’).
3. Click Continue.
4. Configure your bidding settings:

   1. For Bidding, select Conversion value and check the Set a target return on ad spend checkbox.
   2. In the Target ROAS field, enter your target ROAS %. We recommend setting the same target ROAS across all Labelizer labels for the best performance.
   3. Based on your preferences/goals, select Optimize campaign for acquiring new customers or leave it unchecked.
5. Click Next.
6. Configure your campaign settings:

   1. For Locations, set the countries you want to target.
   2. For Languages, select the language(s) spoken in that region. For broader reach, include English.
   3. For Automatically created assets, uncheck Text assets.
7. Click Next.
8. Configure your asset group settings:

   1. For Asset group name, give your campaign a name based on which labels it concerns (e.g. ‘Villains’, ‘Heroes_Sidekicks’)
   2. For listing group, click > Use a selection of products.
   3. For Select products by: click the dropdown and select the custom label group containing your labelizer labels.
   4. For Assets, ignore this section.
   5. For Audience signal add or ignore this section based on your preferences.
9. Click Next.
10. For Budget, set the budget you want to assign to the campaign. You can find a recommended budget in the Labelizer section of your Channable CSS account.
11. Click Next.
12. Review the Summary page to ensure you’re happy with the setup of your new campaign.
13. Click Publish.

2

Set the listing group for a campaign

1. Go to Overview > [your new campaign] > Asset groups > Listing group.
2. At All products, click the plus icon.
3. At Subdivide all products by, select the Custom label where your Labelizer labels are stored (custom label > custom label containing your labelizer labels) and select a label based on your chosen approach. (e.g. Villains)
4. Select the label(s) for the groups you want to isolate.
5. Click Save. This will add those labels to your listing group.
6. Exclude All other products from the group (click the green dot > Exclude).

Repeat these steps for each campaign you want to create.