When Bella plays she does growl and all though it sounds vicious it's cute, but when it gets to be a bit much we stop playing immidiately. I read an article and it was teaching us how to correct her the way her mom would but in a human version. For instance, if she was playing too rough her mom would normally pin her down with her teeth, it did tell us we could use our own teeth if we wanted, lol, but a more human like way would be to use your first 3 fingers and place them on the puppies neck as if it were her mom biting her. Do note that the bite does not hurt, but it is firm so she can snap out of it and know that no means no. Once she is calmed down then you can let her go and then walk away. The article does say this is only used if she is being persistant with her rough play and has not listened to you telling her "NO" or walking away previously.
I had to do it to Bella a couple times, but I only did it when she was about 10wks because I wanted her to get used to me before I had to correct her and be the "party pooper". She still loves me the most and is my little baby girl.

Now when she gets wrapped up in playing and bites a little bit firmer, not even hard, we just say no biting and then she corrects herself and continues playing, or we just give her a toy and she is perfectly fine. However, she does growl a bit at times, but she's just playing. It's harmless. Oh and one more thing, at the beginning I didn't let her play rough at all because I didn't want her to think that was the only way to play. At 5 months I'm just now letting her play a little rough. Not sure if that was the right thing, but it made sense to me.