From analytics to advertising: label products directly from statistics

Data without action is a waste of time

Most webshop owners know the feeling: you open your ABC analysis and can clearly see that 47 products are C-items that barely sell. Or you look at the dead stock overview and see tens of thousands of dollars of tied up capital. But what do you do then? Typically, you close the page and promise yourself to tackle it another day.

That's all changing now. With the new label feature in the statistics, you can act immediately - directly from the pages that show you the problem.

What's new?

Two things:

• Labels directly from the statistics. You can now put product labels on products directly from the ABC analysis and dead stock overview. Select products with checkboxes, choose a label from the dropdown menu at the bottom of the page and click "Add label". Done. Labels appear as colored badges in the table, so you can always see which products are already labeled.
• Labels in the Google Shopping feed. Product labels can now be mapped to Google Shopping custom labels. When editing a label, you can choose to send it to the feed as custom label 2, 3 or 4. Slots 0 and 1 are reserved for the automatic labels "discounted" and "bestseller".

What are custom labels?

Custom labels are five optional fields in your Google Shopping feed that you define yourself. They don't send any extra data to Google about the product - they are only used to organize your products in Google Ads and Meta Ads so you can manage bidding and campaigns more precisely.

Without custom labels, you can only split your Shopping campaigns by category, brand or product type. But these divisions say nothing about which products are actually making money or which ones need to be cleared from inventory. Custom labels let you group products according to your own business logic.

Practical examples

Clear stock: Dead stock out with lower bids

Open the dead stock overview and see the 52 products that haven't sold in over 90 days. Select them all with Cmd+A, label them "Sale" and go to Google Ads. Create a campaign that only targets products with that label and set the bid lower than usual. Lower the prices in the shop. Now the campaign is running and you've freed up capital instead of letting it gather dust.

Push B products up with extra budget

In the ABC analysis, you'll find B products with a good margin - those that sell okay, but with a little extra exposure could move up to the A class. Select the top 20, label them "Push" and create a higher bid campaign specifically for them. Give it 3-4 weeks and keep an eye on the results.

Seasonal items: Get them sold before it's too late

You still have 34 winter products in stock in March. The dead stock overview shows them clearly. Label them "Seasonal Sale" and run an aggressive campaign. When the season is over, remove the label with a few clicks and the campaign will automatically stop finding products.

Protect the margin: bid on C products

Your C products are eating into your ad budget without delivering enough sales. Label them "Low bid" and set the bid all the way down in Google Ads. They are still visible in Shopping, but you pay almost nothing. The budget instead goes to your A products, where the return is highest.

Prepare campaigns well in advance

Two months before Black Friday, start tagging products from the ABC analysis and dead stock with the label "Black Friday". Over the next few weeks, you continuously add more. By November, you'll have a curated product list ready - built over time based on data, not gut feeling.

Here's how to get started

1. Go to Products → Labels and create a label - for example, "Deadstock", "Push" or "Campaign". Give it a color that makes it easy to recognize.
2. Edit the label and select a Google Shopping custom label slot (2, 3 or 4) from the dropdown menu. Now the label name will be included in your feed.
3. Go to Statistics → ABC analysis or Statistics → Dead stock.
4. Select products with checkboxes - use Cmd+A (Mac) or Ctrl+A (Windows) to select all on the page.
5. Select the label in the dropdown menu at the bottom and click Add label.
6. The feed will update automatically. Go to Google Ads or Meta Ads and create a campaign targeting the custom label.

Tips

• Labels that are mapped to Google Shopping appear at the top of the dropdown menu with the slot name in brackets - so you always know which labels end up in the feed.
• You can freely add and remove labels without affecting the rest of the products. A label is just a marking.
• Combine with custom feeds for even more flexibility.

From data to action

Analysis without action is a waste of time and action without analysis is a waste of time. The new label feature ties the two together: you see which products need attention, label them immediately and run targeted campaigns based on data - not guesswork.

Do you have any questions? Write to support@shoporama.dk.