A fallback campaign acts as a safety net to ensure that all products remain eligible for advertising, even if they haven’t yet received a Labelizer label (e.g. Hero, Sidekick, Zombie, Villain). This is particularly useful for newly added or recently updated products that may experience a short delay in being labeled, which can prevent them from being included in your main campaigns.
The fallback campaign will include products that haven’t been assigned a label yet keeping them visible on Google Shopping ads.
How to set up a Fallback Campaign
Create a new campaign in Google Ads that will serve as your fallback, excluding Hero, Sidekick, Zombie, and Villain products.
To do this, simply select all four labels in the asset group and manually disable them (see the image below). This way, only products without any of the above labels will be included in this campaign (i.e., newly added or unlabeled items).
In most cases, this campaign will stay empty or only fill up when new products are added to your feed, but it is a simple backup to make sure unlabeled products are still visible on Google Shopping ads until they receive their label.