What is manual tagging?
Manual tagging lets you assign a tag to any product so you can promote seasonal items, clear stock, or highlight bestsellers.
Tag products in bulk to streamline your campaign management, link the tag to a custom label, and build campaigns that target it—ensuring the right products get the visibility they deserve. This gives you more flexibility to structure your campaigns on your own terms.
Manual tagging is available only on the PRO plan.
Step 1: Apply tags to your products
You can find the Manual tagging feature in the Products tab:
From here, there are three ways to apply tags:
Option A: Manual selection
Use this method when you already know which products you want to tag.
Use the checkboxes to select one or multiple products.
To select all products on the current page (up to 15), tick the checkbox at the top next to “Bulk optimize titles.
If you need to tag more than one page, click the popup on the right that says “Click here to select all products."
Click on “Add Tags” to assign a tag to the selected products. If needed, you can remove existing tags by selecting “Remove tag” instead.
Option B: Using Filters
Use filters to quickly find products that match specific criteria and apply tags to them in bulk. This is especially helpful when creating campaigns for: Low-margin products / Underperforming items / Seasonal or promotional groups
Click the Filter button on the top right.
Narrow your selection by attributes such as:
Product groups, Label, Brand, Category, Product type, Edited products, Tags
After applying your filters, select all matching products and add the tag at once, as shown in option A.
Option C: Tagging at product level
Use this option for one-off, product-specific tagging.
Simply select a product and type the value of the tag directly in the tag column:
Important:
Tags applied through filters or manual selection are static: they do not update automatically (Labelizer labels do update dynamically). To change a tag later, you must update or remove it manually.
Each product can only have one tag at a time.
Step 2: Assign tags to a custom Label
After creating your tags, you’ll need to connect them to a custom label so they can be used in Google Ads.
Click on “Source Settings”
Choose an empty custom Label for Tags (required to avoid overwriting existing values).
Once selected, your tag values are automatically added to your supplemental source.
⚠️ Make sure your Producthero Supplemental Source is set up! This is what allows your tags to sync to Merchant Center and Google Ads. Follow this guide to add the supplemental source to Merchant Center.
Keep in mind: There's a small delay between applying tags and seeing them in Merchant Center and Google Ads. After tagging products, manually refresh your supplemental source in Merchant Center to speed things up. Once the values appear in Merchant Center, it can take a few more hours before they show up in Google Ads.
Step 3: Use the tags in Google Ads
Once your tags appear in Merchant Center and Google Ads, you can start segmenting products in Google Ads using the custom label you assigned to them.
To avoid internal competition between campaigns, make sure each product is only active in one campaign at a time. If you're using the Labelizer, this means you must exclude your new tag from all existing Labelizer label groups.
Let’s walk through an example using a “sale” tag:
1) Exclude sale products from your campaigns
Open your campaign’s listing groups. In this example, heroes and sidekicks are grouped together in the same campaign.
Click the pencil icon (Edit subdivision) to add a filter.
Select the custom label where your tag is stored and choose the “sale” tag from the dropdown.
Exclude the “sale” value so sale products do not appear in this campaign.
This keeps your normal heroes and sidekicks in the campaign, while removing any that are marked as “sale.” Repeat the same setup for your Zombies and Villains campaign.
2) Create a dedicated sale campaign
Set up a new campaign for sale products.
In the listing group, filter by the “sale” tag, by selecting the custom label where your tag is stored.
Click the pencil icon (Edit subdivision) to create a subdivision to include all Labelizer labels.
Exclude all Labelizer labels so only “sale” products remain. Your listing group should look like this:
Your listing group will now show only products marked with the “sale” tag.
By hovering over the “sale” value, you can see how many products are eligible to serve. This helps verify that the filters have been applied correctly:
With this setup:
Only sale products appear in your sale campaign.
Regular products remain in their dedicated campaigns.
You can set separate bids and budgets for discounted items, helping boost performance during promotions.