What is that?
Alvie Shopping Labels are custom product classifications that provide clear insights into your products' performance across key metrics such as conversions, click potential, and profitability. Designed for both Shopping and Performance Max campaigns with product listings, these labels allow you to quickly identify top performers and spot items that may be at risk. This enables more effective campaign segmentation and precise bidding strategies in Google Ads, reducing wasted spend and aligning your marketing efforts with actual product performance for improved returns.
Enabling the Supplemental Feed
In your configuration, enable the Create Merchant Outputs for Alvie Shopping Labeller option. Once activated, the system automatically generates a merchant-specific supplemental feed in BigQuery containing product identifiers and the associated Alvie Shopping Label. This feed can then be synced with the Merchant Center, allowing you to assign these labels in Google Ads for more targeted bidding strategies - such as increasing bids for "Bestseller" products or reducing spend on "Money Wasters."
Customizing Output Column Names:
By default, the supplemental feed includes columns named id and custom_label_4. If your workflow or data schema requires different naming conventions, you have the flexibility to modify these. For instance, you can adjust custom_label_4 to another custom label of your choice, ensuring seamless integration with your existing systems and targeted ad strategies.
How to Export Data to Google Sheets
For users who prefer a more accessible, non-technical format, you can easily export your BigQuery data to Google Sheets using Connected Sheets:
Open Connected Sheets:
In Google Sheets, navigate to Data > Data Connectors > Connect to BigQuery.Select Your BigQuery Project:
Choose the relevant BigQuery project and locate the table containing your supplemental feed data.Configure Your Query:
If needed, use the query editor to filter or modify the data. This step allows you to customize the feed data according to your specific needs.Import the Data:
Click Import to load the selected data into your Google Sheet. The data will now be accessible and refreshable directly within Sheets.Schedule Automatic Refreshes:
For continuously updated data, set up an automatic refresh schedule to ensure your Google Sheet always reflects the latest supplemental feed information.
Labels & Their Meanings
Each product id is assigned a single label based on a predefined priority order. This means that if a product qualifies for multiple labels, only the highest-priority label will be applied. For example, if a product meets the criteria for both the "Bestseller" and "Trending" labels, and "Bestseller" is determined to be the highest priority, the product will only receive the "Bestseller" label. This system ensures that each product is uniquely classified and avoids overlapping labels by excluding any lower-priority labels once a higher-priority label is assigned.
Bestseller:
Top 5% of products by conversions over the last 180 days, typically accounting for a significant share of total Shopping conversions. Ideal candidates for higher bids or featured promotions.Trending:
Products experiencing rapid growth in clicks and impressions in the last 30 days, compared to the previous period. Act quickly to capitalize on rising interest.Price Leader:
Products priced at or below benchmark levels, based on Google's latest pricing standards.Hidden Gems:
Products that achieve high conversion rates during the last 30 days, despite low visibility (low impression or click share). Often benefit from higher bids and increased ad spend.Top Click Potential:
The top 10% of products with the highest likelihood of attracting traffic, based on product details and past performance.Top Gross Profit:
The top 10% of products in profit margins during the last 30 days, delivering the highest profit when clicked on Google.Top Cross Sell:
The top 10% of products in cross-sell revenue during the last 30 days. These products often serve as entry points and can boost overall sales when promoted separately.New Products:
Items recently added or reintroduced in the Merchant Center (within the last 5 days) that have not received impressions in the previous 175 days. A targeted boost is recommended to quickly build ad rank and establish query semantics, ensuring the product starts off strong.Draggers:
Products with low ROA, but high spend relative to account average over the last 180 days. Reevaluate or lower bids to reduce wasted advertising dollars.Money Wasters:
Products with above-average spend yet no conversions over the last 180 days. Immediate budget reallocation is recommended.Zoombie:
Products with minimal impressions and clicks in the last 30 days, that need targeted bidding or promotional focus to improve query relevance, ad rank, and overall performance.
How It Works in Looker Studio
Daily Updates:
Labels are updated daily based on the latest product performance data. This means that if a product’s performance improves or declines, its label is adjusted accordingly.Visual Summaries:
Within Looker Studio, you can group or filter products by label to easily identify where your advertising spend is most effective - or where it might be wasted.
Why It Matters
Boost Performance:
Quickly identify and promote proven revenue generators (e.g., Bestsellers, Top Gross Profit) by increasing their budgets or bids.Cut Waste:
Reallocate spend from underperforming products (e.g., Draggers, Money Wasters) to improve overall campaign efficiency.Refine Bidding Strategy:
Use granular, product-level insights to tailor your Google Ads spend based on each product’s profitability and growth potential.
By enabling Alvie Shopping Labels and leveraging its supplemental feed, you can systematically eliminate outliers, concentrate spend on your highest-potential products, and ultimately enhance both your campaign performance and return on investment.