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SEM Data Made Simple: AdWords Labels

Posted on Tuesday, April 24th, 2012 by Print This Post Print This Post

Categories - Featured, News, SEM

What is it?

Google has launched a new AdWords feature called “Account Labels”. Google launched the feature today to help advertisers organize keywords, ads, ad groups, and campaigns into custom groupings. Once these groupings are set, an advertiser can pull reports to view performance against the labels. This type of technology has been referenced in the industry as dimensions, categories, tags, labels, folders, etc.

Advertisers can now label their accounts with

  • Brand
  • Non-brand
  • search network
  • display network
  • geo-targeting
  • geo-modification
  • actual geo names
  • product categories,
  • Ad or expansion tests,
  • Etc.

Labels can be used to organize your campaign elements in any way you choose.

Why is it significant?

This change is significant because advertisers will not have to rely on 3rd party tools or their actual account structure to dictate reporting capabilities for multiple dimensions of their business.

What should search marketers do?

Implementation as easy as 1-2-3

Step 1: Add a label to campaigns, ad groups, keywords, or ads.


Step 2: Run a report against labels within the Google AdWords “Dimensions” tab to check your implementation.


Step 3: Go to the next level of your account to apply labels.



  • Labels at parent levels will not pass on the label to their child structures.  For example, if you label a campaign, the ad groups and keywords in that campaign will not have the same label.  If you do want this type of result, you will need to label the campaign, ad group, and keywords separately.
  • A common implementation will be multiple labels on one element, advertisers will often see label reports not add up to account level totals.
  • Label your favorite keywords or recent tests so you can quickly review them every morning.

Labels will begin rolling out this week to all AdWords accounts.  For more information, please read Google’s FAQ at https://support.google.com/adwords/bin/answer.py?hl=en&answer=2475865


About Ranil Wiratunga

Ranil Wiratunga+ works in Search Marketing, at The Search Agency as Senior Director, Paid Media - Website: www.thesearchagency.com

Ranil Wiratunga manages a cross-functional team of search account management, project management, development, and performance-driven web strategy experts. He joined TSA’s SEM team in November 2006. He has account management experience in various verticals such as finance, CPG, travel, directory, entertainment, electronics, dating, etc. As an expert in SEM, he holds Google AdWords Professional and Yahoo! Advertising certification. Ranil graduated from Gonzaga University with a Bachelors in Business Administration with a concentration in Finance and a minor in Philosophy.

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One Response to “SEM Data Made Simple: AdWords Labels”

  1. Anchor2 says:

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