⚖️Karsa vs. Alternatives

When optimizing Google Shopping campaigns, advertisers have several approaches to product segmentation to choose from. Karsa Labelizer offers a unique solution based on artificial intelligence that differs significantly from traditional methods. Let's look at the main differences:

1. Manual Product Segmentation

Manual segmentation involves manually dividing products into different campaigns or ad groups based on criteria that the advertiser sets themselves (e.g., category, brand, price, seasonality, or rough performance estimate).

• Advantages:

  • Full control over structure.

  • No external tool needed (except Google Ads interface).

• Disadvantages:

  • Extremely time-consuming: For e-commerce stores with hundreds or thousands of products, detailed and effective manual segmentation is practically unsustainable.

  • Limited complexity: It's very difficult to manually consider multiple performance metrics simultaneously for each product.

  • Subjectivity and lower accuracy: Decisions are often based on estimates or simplified rules, which may not lead to optimal distribution.

  • Static nature: The structure adapts poorly to dynamic changes in product performance unless constantly manually adjusted.

  • Karsa Labelizer: Automates the process, uses AI for multi-dimensional analysis, and dynamically adapts segmentation.

2. Rule-Based Tools and Scripts (e.g., Google Feed Segmenter)

There are tools or scripts (such as Google Feed Segmenter) that allow automating the creation of custom labels (Custom Labels) based on predefined rules and data (often from BigQuery). These labels are then used for segmentation in Google Ads.

• Advantages (e.g., Google Feed Segmenter):

  • Possibility to automate label assignment.

  • Potentially low direct software costs (if open-source scripts).

  • Flexibility if the user has technical knowledge to modify scripts and work with data.

• Disadvantages and differences compared to Karsa Labelizer:

  • Simple logic vs. AI clustering: Rule-based segmentation is often based on fixed threshold values of one or two metrics (e.g., ROAS > 300% = "Top"). Karsa Labelizer uses ML algorithms for multi-dimensional clustering that look for optimal and internally consistent product groups with the goal of maximizing their predictability for Google. This can reveal more efficient groupings that simple rules would not detect.

  • Static number of segments vs. Optimal number: Rule-based tools often lead to a predetermined number of segments (e.g., 3-5 performance levels). Karsa Labelizer using ML dynamically determines the optimal number of clusters for the specific data and structure of a given e-commerce store.

  • Movement stability control: With dynamic performance changes and product movements between segments, there's a risk of disrupting the learning phase of Google algorithms. Karsa Labelizer offers a stability control feature that limits the rate of product migration and helps prevent performance drops. Standard scripts usually don't include this logic.

  • Handling new products: Rule-based systems may have trouble with new products without history. Karsa Labelizer offers intelligent solutions (deriving performance from similar products or placing in an "incubation" campaign).

  • Technical complexity and maintenance: Deployment, configuration, and maintenance of script solutions require significant technical knowledge (Google Apps Script, BigQuery, GCP) and time. Karsa Labelizer is a SaaS platform with support and simpler deployment.

  • Unsupported status (for GFS): Google Feed Segmenter is experimental and officially unsupported. This presents a risk in case of API changes or issues – all responsibility for fixes lies with the user. Karsa Labelizer is a commercial, supported product.

Karsa Labelizer: Key Differences and Benefits

Feature / Aspect	Manual Segmentation	Rule-Based Tools (e.g., GFS)	Karsa Labelizer
Segmentation Method	Manual	Defined rules	ML multi-dimensional clustering
Segment Number Optimization	Subjective	Predetermined/limited	Automatic finding of optimal number
Consistency and Predictability	Low to medium	Medium	High (primary AI goal)
Dynamic Adaptation	Very slow	Requires script execution	Automatic, daily, with controlled movements
Movement Stability Control	Not applicable	Missing	Built-in, configurable
New Product Handling	Manual	Requires custom logic	Intelligent solutions (derivation/incubation)
Automation Scope	None	Label generation	Data collection, analysis, clustering, export, dynamic product management
Technical Complexity (user)	Low	High (for GFS)	Low to medium (SaaS platform)
Support and Maintenance	N/A	None (for GFS)	Included (commercial product)

Karsa Labelizer thus represents a comprehensive, intelligent, and managed solution that overcomes the limitations of manual approaches and simple rule-based systems by focusing on maximizing campaign predictability and consistency through sophisticated AI clustering, leading to more efficient collaboration with Google Ads algorithms and better overall results.