Manage labels

Apply labels

Add labels to line items, orders, companies and more

Next: Label inheritance and removing labels

You can include labels on advertisers, ad units, creatives, line items, orders, and companies, which become available to use across your entire Ad Manager network. Depending on the label type and how you plan to use a label, you may apply it to more than one item. The following lists indicate where a given label can be applied.

Remove labels

If a label that was inherited from an advertiser doesn't apply to a particular order or line item, you can remove the label. When you remove a label from an advertiser, it will also be removed from all of the advertiser's orders and line items. Likewise, when you remove a label from an order, it will also be removed from all of the order's line items.

You can ensure that a label will always be assigned to an order or line item by adding the label specifically to that order or line item instead of relying on the label being automatically inherited.

To remove a label, click the X on the label.

Apply labels to different items

Labels are applied to different items across Ad Manager depending on your goals or ad serving needs.

Inventory

Labels to inventory are set for two reasons:

As label for frequency caps: limits the number of times an ad shows to a given user over a specified time period
As labels for creative wrappers: applies code that wraps around ad creatives to ensure desired ad serving behavior

You can apply these labels either for individual ad units or for all ad units across your network. There may be cases, for instance, where you want to ensure that ads, no matter where they show, are capped on a per users basis. Similarly, you might have some templatized HTML or CSS that ensures ads display in a consistent way across your network.

Ad units across the network

Sign in to Google Ad Manager.
Click Inventory Network settings.
Click the Labels box and select the checkboxes next to the labels you want to add.
Click Save.

Ad units

Sign in to Google Ad Manager.
Click Inventory Ad units.
Click an ad unit's name to open its settings.
Select the checkbox next to Set label frequency caps.
Select the label, enter a maximum number of impressions per user, and then set how often the cap will be reached. Learn more about labels and frequency caps.
Click Add label frequency cap to add more frequency caps as needed.
Next to "Labels," select the labels you want to add so creative wrappers can be applied when creatives are served to the ad unit. Learn more about labels and creative wrappers.
Click Save.

Companies

Sign in to Google Ad Manager.
Click Admin Companies.
Select a company. You can apply labels to advertisers, house advertisers, and ad networks, but not to agencies or house agencies.
Click the Labels box and select a label. Repeat to add more labels.
Click Save.

Orders

Sign in to Google Ad Manager.
Click Delivery Orders and select an order.
Click Settings, then click the Labels box.
Select a label. Repeat to add more labels.
Click Save.

Line items

Sign in to Google Ad Manager.
Click Delivery Line items and select a line item.
Click Settings, then click the Labels box.
Select a label. Repeat to add more labels.
If you're applying competitive exclusion labels but want to allow line items from the same advertiser to serve, then select Allow same advertiser exception (optional).

See Prevent labeled line items from delivering together for more information.
Click Save.

Creatives

Sign in to Google Ad Manager.
Click Delivery Creatives and select a creative
Click Settings, then enter the labels in the Labels field.
Finish trafficking the creative and save it.

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