What Is It?
The Smart Product Labeler tool by Optmyzr helps you simplify and enhance product labeling in your shopping campaigns. You can create custom rules to label your products based on performance metrics and feed attributes.
You can also get custom suggestions for performance buckets and labels, to help you segregate your products more efficiently.
Why Should I Use It?
Segmenting products into performance-based buckets is a proven strategy to improve the efficiency and profitability of shopping campaigns. With the Smart Product Labeler, you can:
Segment Products Easily: Group products into categories or buckets based on performance metrics or feed attributes, using customizable rules.
Optimize Campaigns Without Scripts: No coding knowledge is required. Simply set up the rules in the tool and get your supplemental data feed in just a few clicks.
Automate Label Updates: Keep your labels up-to-date with changing performance metrics and new product additions.
Handle Large Product Inventories: The tool is designed to work seamlessly with large merchant center accounts, without the need to create listing or product groups for every Item ID.
Enhance Campaign Strategies: Use these labels to create more targeted Standard Shopping and Performance Max (PMax) campaigns with tailored bids and budgets.
How Does the Tool Give Product Label Suggestions?
The Smart Product Labeler analyzes performance data for the selected Merchant Center account and provides actionable suggestions by segmenting products into five performance-based buckets. The segmentation is based on two key parameters:
Performance: Measured using Return on Ad Spend (ROAS)
Volume: Measured using Cost
Following are the five performance buckets:
Heroes
High-performing products that have yielded strong results, often even without significant investment in advertising. These are the top-performing products where you can increase bids and budgets to further improve returns.
Sidekicks
These are products that perform moderately well and are on the verge of becoming top performers. This category is used to avoid extreme differences in bidding actions for products that are performing just below the level of Heroes or just above the level of Villains. It provides a "middle ground" to ensure that products close to the thresholds of these two categories are not treated with drastic changes (like very high bids for Heroes or very low bids for Villains).
So, you might want to consider a gradual increase in spend for products under sidekicks, to help them move closer to top performance without overspending at once.
Villains
Poor-performing products that incur high costs without delivering adequate returns. Since these products have seen enough traffic, but continue to underperform, it is recommended that you lower bids or budgets for these products, or consider excluding them from campaigns.
Zombies
Low-performing products with low traffic or opportunities and little return. Zombies have not yet had enough opportunities to prove their potential and may require strategies to improve their visibility and performance, such as testing new targeting options, optimizing product listings, or increasing exposure with moderate bids.
Flukes
Flukes, as the name suggests, are products that have unusually high returns despite having limited exposure or opportunity. These can be nurtured with minor bid increases to capitalize on their success.
You can use these categories to create dedicated campaigns or ad groups with tailored strategies for each of them.
Where to Find It?
Follow the steps to find the Smart Product Labeler tool in Optmyzr:
Navigate to the ‘Shopping’ section on the left side menu
Find the Smart Product Labeler under ‘Shopping & P Max Retail’
Setting It Up
Once you’re in the tool, click on “Create a New Strategy” and name your strategy to help you identify it in the future. You can also copy a strategy from another account.
Select a Merchant Center Account
Select the Merchant Center account you want to work with. Ensure the account is linked to Optmyzr and that the product feed is accessible.
Product Selection (Optional)
The Product Selection feature allows you to precisely control which products Smart Product Labeler evaluates before it applies labels.
This helps you focus on specific subsets of products, instead of the entire feed. You can filter products using rule-based conditions built on product feed attributes.
To set up a rule, you'll have to enter the:
Attribute (for example, Brand, Product Type, or Custom Attribute)
Condition (such as equals, contains, greater than)
Value
To refine product selection, you can add multiple rules. Smart Product Labeler labels only the products that match all the Product Selection rules. This ensures that you only target relevant products, and you no longer need to add these filters in the performance bucket rules.
Custom Label Selection
Next, select the Custom Label you want to use for categorizing products in this strategy.
When selecting a custom label, you will be able to see if it has existing values. You can also see the percentage of products with that attribute populated. This helps you decide whether you want to use or avoid an attribute.
Applying labels overwrites existing values for the selected products.
The usage warnings help you avoid loss of existing feed data, simplify attribute selection, and make it easy work with large or complex product feeds.
Create Performance Buckets Based on Performance Metrics and Feed Attributes
The Smart Product Labeler analyzes performance data for the selected Merchant Center account and provides recommendations for performance buckets.
However, you can also create your own rules to categorize products into different buckets using the following steps:
Date Range: The default date range is "Last 14 Days," but you can modify it using the date range selector. You can also offset the date range by a certain number of days to account for any conversion delays.
Choose Performance Metrics and Feed Attributes: Define thresholds for metrics like impressions, clicks, ROAS, conversion value, etc., to categorize products. You can also use existing feed attributes such as categories, brands, or custom labels to refine your rules.
You can define multiple ways for a product to qualify for the same label or bucket using the "Add OR Condition" option. Smart Product Labeler evaluates each definition separately, and a product qualifies for the bucket only if it meets all conditions.
The OR logic reduces the need to create multiple labels for similar product groups. It also makes complex rule setups easier to build, manage, and understand.
Apply Custom Label: Define the custom label that will apply to products that will fall under the rule you created.
Note: If you’re creating custom rules to categorize products, we recommend using a “catch-all bucket” to include all products that do not fall into any of the buckets created by you.
Save and Preview: Once you have the rules in place, you can preview the supplemental data generated. You’ll be able to view a sample of the updated feed, showing Item ID, custom labels, and other metrics or attributes used in the rules. Download the full CSV file if you'd like to review all products.
You will be able to see the existing labels for all the products, as well as what they are being updated to.
Advanced Settings
You can choose how Smart Product Labeler evaluates performance data when the same Item ID appears across multiple primary data sources.
If aggregation is enabled, Smart Product Labeler combines performance metrics with the same Item ID before evaluating Product Selection and Performance Bucket rules. This is useful if your product exists across multiple feeds, but needs to behave as a single entity.
When you disable aggregation, Smart Product Labeler evaluates each product independently using its own performance data.
Upload as Supplemental Data Source to Merchant Center
A URL is generated for the supplemental feed, along with instructions for uploading it to the Merchant Center. Follow the instructions to upload the CSV link as a supplemental data source.
Automate Strategy
Set up a schedule to automatically update your supplemental data at a frequency of your choice. This ensures that product segregation stays up to date as product performance evolves or changes over time and when new products are added to your feed.
Use Cases
Improve Budget Allocation
Problem: You are running Shopping or PMax campaigns with a large product inventory, but you are allocating budgets uniformly. As a result, high-performing products do not get enough spend, while low-performing products continue to waste budget.
Solution: The tool lets you segment your products into performance buckets based on ROAS and cost. You apply these labels to your feed and create separate campaigns or adjust bids based on performance tiers.
This allows you to direct more budget toward products that drive higher returns.
Test and Scale High-Potential Products
Problem: Some products show promising performance but do not receive enough visibility or budget to scale. You are unsure which products deserve incremental investment.
Solution: You can leverage the Flukes and Sidekicks buckets to identify products with high potential but limited exposure. Once you identify these products, you can gradually increase bids or budgets for these segments and monitor their progress toward top-performing categories.
Run Targeted Campaigns Using Custom Product Segments
Problem: You want to create more granular campaign strategies based on specific attributes like brand, category, or seasonal products, but lack a flexible way to segment products.
Solution: Use Product Selection rules combined with custom labels to segment products based on feed attributes and performance metrics. Apply these labels to build highly targeted campaigns with tailored bidding and messaging.
Demo Video