Google Shopping segmentation
Maximise Shopping performance
Segment your products into Heroes, Villains and Zombies.
- Boost revenue
- Increase performance
- Lower cost per conversion
App Dashboard
Active products
447
Lookback
60 days
Account ROAS
6.78
Hero threshold
5.43 @ 80%
94
21% of products
90
20% of products
260
58% of products
3
1% of products
Minimum clicks
Ignore low-signal products
Higher means more zombies
Hero ROAS %
Hero threshold
Higher means less hero products
Google Ads Labels
Split your products by their performance.
-
Heroes
Drives most of your revenue
-
Villains
Burns budget without converting
-
Zombies
Sleeping products
Performance Max
Guide PMax instead of guessing
- Choose what works for you
- Optimise your spend
- Advertise the right products
Label settings
Set thresholds before classifying products into Heroes, Villains, and Zombies
Minimum clicks
Ignore low-signal products
Products below this get fewer impressions in the lookback window
Hero ROAS %
Hero threshold
Top performers above account ROAS at this percentage
Adjust once — daily sync keeps buckets current as ROAS shifts
Example account setup
Segment campaigns by label
Once products are labelled in Merchant Center, split Shopping and Performance Max into separate campaigns for Heroes, Villains, and Zombies — so budget follows performance instead of one blended target.
| Campaign | Budget | Status | Avg. target ROAS | Conv. value | Conv. value / cost | Cost | Conversions |
|---|---|---|---|---|---|---|---|
| Drafts in progress: 0 | |||||||
| Shopping Villains | £110.00/day | Eligible (Learning) Bid strategy learning | 749.09% | 5,937.45 | 10.78 | £550.67 | 17.81 |
| Shopping Heroes | £230.00/day | Eligible (Learning) Bid strategy learning | 673.69% | 97,679.78 | 6.40 | £15,263.57 | 328.82 |
| Shopping Zombies | £100.00/day | Eligible | 600.00% | 1,062.21 | 3.11 | £341.18 | 1.31 |
| Total: All enabled campaigns in your… | 674.71% | 104,679.45 | 6.48 | £16,155.42 | 347.95 | ||
| Total: Account | £820.00/day | — | 186,244.38 | 6.66 | £27,955.71 | 620.69 | |
Setup guide
Help & setup
Our apps are designed to be super simple to use. If you need any help please contact support@day.technology .
Setup guide
Setup
Connect accounts, classify products, and segment campaigns by label.
1. Connect Google Ads and Merchant Center
Link your Google accounts in the app and confirm access to the Merchant Center feed you use for Shopping.
2. Set label thresholds
Choose minimum clicks and your Hero ROAS percentage over a 60-day lookback. Our defaults — 20 clicks and 80% Heroes — work well for many accounts. Products need enough signal before they are classified as Villains instead of Zombies.
Label settings
Set thresholds before classifying products into Heroes, Villains, and Zombies
Minimum clicks
Ignore low-signal products
Products below this get fewer impressions in the lookback window
Hero ROAS %
Hero threshold
Top performers above account ROAS at this percentage
Adjust once — daily sync keeps buckets current as ROAS shifts
3. Classify and sync labels
Run classification to label products as Heroes, Villains, or Zombies, then sync the supplemental feed to Merchant Center.
App Dashboard
Active products
447
Lookback
60 days
Account ROAS
6.78
Hero threshold
5.43 @ 80%
94
21% of products
90
20% of products
260
58% of products
3
1% of products
Minimum clicks
Ignore low-signal products
Higher means more zombies
Hero ROAS %
Hero threshold
Higher means less hero products
4. Find the feed in Merchant Center
In Merchant Center, go to Settings → Data sources → Supplemental sources to see the Ads Labels feed.
FAQ
Common questions
Quick answers on the labelling strategy and how to get the most from Shopping and PMax.
What is the Google Ads Labels strategy?
Google Ads Labels is a performance-based segmentation approach for Google Shopping and Performance Max. Instead of one blended campaign for your whole catalogue, you label products by how they actually perform — then steer spend so Google bids more on winners and less on waste.
How does Google Ads Labels work?
Google Ads Labels classifies your Shopify catalogue daily using Shopping performance — clicks, conversions, and ROAS over your lookback window. You control the thresholds; the app handles the sorting.
- Heroes: Strong ROAS with enough clicks to trust the signal. Give them more budget and visibility.
- Villains: Plenty of clicks but poor returns. Lower bids and stop budget draining on products that do not pay back.
- Zombies: Barely any impressions or clicks. Revive them in dedicated tests — or clear them out of Shopping.
Labels sync to Merchant Center through a supplemental feed, so you can segment campaigns and product groups in Google Ads.
What are the main benefits for my campaigns?
- Save ad spend: Pull budget away from Villain products that soak up clicks without converting.
- Grow revenue: Push Heroes harder and give sleeping Zombies a structured chance to perform.
- Guide PMax: Steer Performance Max with product-level labels instead of relying on one account-wide target.
How do I set up Google Ads Labels?
Connect Google Ads and Merchant Center in the app, set your minimum clicks and Hero ROAS threshold, then run classification. Once labels land in Merchant Center, create separate Shopping or Performance Max campaigns for Heroes, Villains, and Zombies.
See the example account setup on this page for how split campaigns can look in Google Ads.
Do I need to adjust the strategy every month?
No — Google Ads Labels is an always-on strategy. Once campaigns are segmented by label, keep the structure running so Google can learn. Daily classification updates labels as ROAS shifts.
You do not need to rebuild campaigns each month. Adjust thresholds when your account strategy changes, not on a fixed calendar.
Early access
Get early access to Google Ads Labels
Google Ads Labels is built for merchants who want Shopping and Performance Max spend tied to real product performance — not guesswork.