Use Price benchmark labels in Google Ads

Map Price benchmark data to a custom label and use it in Google Ads campaigns.

Price benchmark labels show how your product prices compare with the market average. Map them to a custom label, then use them to organize Google Ads campaigns.

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Before you start

You'll need:

• An active supplemental source in Channable.
• At least one unmapped custom label slot available

Good to know

• Labels won’t appear in Google Ads until your feed successfully syncs to Google Merchant Center via your supplemental source.

1

Map the Price benchmark to a custom label

1. In Channable, go to CSS Merchants > [your market] > [your merchant].
2. Click Source settings.
3. At Select a Custom Label for Price benchmark, click the dropdown and select an available custom label.
4. Click Save.

During the next feed refresh, Channable will automatically populate this label slot for every product with one of four real-time values: Below benchmark, At benchmark, Above benchmark, or No benchmark.

2

Check the labels in Google Merchant Center

1. In Google Merchant Center, go to Products > All products.
2. Click a product.
3. In Final attributes, find the custom label you selected.

The attribute shows the selected label, such as Custom label 2, and its value.

3

Segment your Google Ads campaigns

Once the feed updates, these values become immediately actionable inside Google Ads.

You can use them to break out either your Standard Shopping or Performance Max (PMax) campaigns.

Method A: Multi-Campaign approach

This strategy gives you maximum budget control by splitting your budget based on price competitiveness.

1. Create a brand-new PMax or Shopping campaign and name it something clear (like 'US_PMax_Price_Below-Benchmark'.)
2. Go to the campaign's Listing Groups (Asset Group level for PMax) and click the Pencil icon next to All Products.
3. In the campaign’s listing groups, click the pencil icon beside All products.
4. Change the subdivision from Category or Brand to the custom label mapped in step 1.
5. Select Below benchmark, and then save the listing group.
6. Create another campaign for Above benchmark or At benchmark products.

Give the Below benchmark campaign a higher budget and consider a lower Target ROAS. Competitive prices may attract more conversions. Restrict the Above benchmark campaign budget when those products underperform.

Use a Single Campaign structure ( Easier management)

If you don't want to split your budgets into multiple campaigns, you can segment them within a single campaign to adjust your bidding structure.

1. In your campaign, go to Listing groups.
2. Subdivide All products by the mapped custom label.
3. Add Below benchmark, At benchmark, Above benchmark, and No benchmark.
4. For Standard Shopping, adjust bids by label value.
5. For Performance Max, review performance by label and exclude underperforming Above benchmark products.