Google announced Google Labels last month giving advertisers a new way to organize AdWords keywords, ad copy, ad groups and campaigns into custom groupings for easier filtering, reporting, and analysis.
Google labels seem extremely helpful for smaller advertisers, adding a layer of organization beyond campaigns and ad groups. But, they offer just a hint of what is available through more sophisticated reporting, bidding and automation systems, like we have at RKG.
We have actually been ‘labeling’ internally since our beginning days in 2003. When building out keywords, we categorize them with multiple attributes: categories, subcategories, manufacturer brands, etc, etc. This allows for some pretty savvy reporting, showing client trends by a specific dimension, by week/month/etc. In addition, we use multiple ‘labels’ to guide our bidding strategy.
RKG also speaks the brand/non-brand homily often (focus on non-brand performance metrics, instead of allowing brand keywords to cover up account problems). And so, as Google mentions in their label post, assigning keywords a brand/non-brand label can be helpful. At RKG, we use internal regular expressions to define brand keywords -- regardless of where these keywords live in the account -- for easy reporting and analysis. So, labeling for brand/non-brand isn’t necessary for our reporting purposes either. (Yes, we usually have brand keywords grouped together in the same campaign(s), for quick Google UI account analysis anyway.)
Cool Labeling Possibilities?
In addition to the categorization abilities shown in the image above, labels may be useful for adding important ‘notes’ in the account. Sometimes, even if a business has great systems on the back end, it's preferable or even necessary -- if API functionality doesn't exist -- to do certain tasks through the UI or AdWords Editor. (Even with API access, some folks like to go the interface or Editor route anyway!)
In these cases, using labels as notes can help speed up the process. So, if pausing keywords for merchandising issues or flipping copy often, it may be nice to make those notes in the labels column. For example, maybe it is smart to label keywords that may need checking again next month. Or, maybe label copy promos (10% off category or 10% off site-wide or…) and generic copy, for easy flipping.
Just a thought on a neat way to use labels. It’ll be nice to see a 'labels' column in AdWords Editor, so advertisers wishing to take advantage of this added functionality can do so in bulk. And while AdWords labels aren't a game changer for us here at RKG, kudos to Google for recognizing that their rigid hierarchical account structure isn't sufficient for conveying the complicated relationships within a paid search program. We hope they continue to iterate in this direction.