0 Zombies is an optional fifth label you can add to the Labelizer framework, expanding the original four labels (Heroes, Sidekicks, Villains, Zombies) into a five-segment structure. This additional label helps you identify and manage products that have never generated any performance data.
The ‘0 Zombies’ label is part of Labelizer, and therefore, a PRO subscription is required.
What are 0 Zombies?
0 Zombies are products that have no performance history whatsoever. No clicks, impressions, conversions, or costs. Unlike standard Zombies, which may have limited performance data (such as clicks without conversions), 0 Zombies are completely blank with no associated metrics.
Why use 0 Zombies?
This label allows you to distinguish between:
Products with no performance history at all (0 Zombies)
Products with limited data (standard Zombies)
By separating these product types, you can create more informed decisions about campaign structure, budget allocation, and product prioritization in Google Ads.
💡 New or freshly restocked products will fall into the 0 Zombies category.
Since they start with no performance signals, they need extra visibility and budget at the beginning to collect data. Giving them higher priority early on helps Smart Bidding understand their potential and optimize more accurately.
Enabling 0 Zombies
You can activate the 0 Zombies label by navigating to Advertising > Adjust Labelizer Strategy > Separate your inactive products from your Zombies.
Understanding the impact
Once enabled, the product distribution chart will reflect this change immediately. Monitor this chart carefully, as a significant shift in product categorization may affect your campaign performance.
The changes also reflect on the “All Products” overview. As the 0 Zombies have no data, the graphs will remain empty.
Budget implications
0 Zombies receive a higher budget multiplier in the budget recommendations compared to standard Zombies. This prioritization reflects the strategy of allocating more budget to products without any performance history, as they require initial data collection.
Important considerations
When you enable the 0 Zombies label, the supplemental source updates immediately. Once Merchant Center processes these changes, products newly classified as 0 Zombies will be automatically excluded from your existing Zombies campaign, as their label values no longer match the campaign's filter settings.
Creating a 0 Zombies campaign
After Google Ads and Merchant Center have processed the updated values, you can create a dedicated campaign targeting 0 Zombies products.
Note: Products move from 0 Zombies to the standard Zombies label as soon as they receive one or more clicks. This low threshold means products in a 0 Zombies campaign will frequently transition to other campaigns as they begin generating performance data.