If you landed here you must be curious and it also means you know already what the Facebook naming convention is and why it is important for the efficiency of your account.
Luckily for you, in this blog post, we are going to explain how to properly name your Facebook campaigns, providing some recommendations that can be easily applied on your account.
Organization Matters
Imagine yourself for a moment attending a PPC monthly meeting. The teammate seated in front of you is presenting a report graphically poor, unclear, and confusing.
What is your feeling at that moment?
..Let me guess!
Confusion? Sense of blindness?
Exactly like in this example, having a poor nomenclature does not help the reader to analyze the campaign and report straightway.
In a world where we have endless data at our fingertips, and less and less time available it’s easy to get stuck analyzing and looking at the wrong data.
What to consider before setting up the naming convention
Facebook Ads are structured into three layers: Campaigns, Ad Groups and Ads. Well structured accounts will lead to a higher quality ranking, lower overlapping between audiences, lower CPM and then better ROAS or CPI.
You will be also better able to optimize your ads and manage them with a clearly defined structure having a clear naming convention in place.
There is not a pre-fixed rule about naming conventions. However, you will want to make your ad set and ad names as clear as possible highlighting any features (eg. targeting, bidding options, graphics element) so you don’t get confused when you upload or optimize ads.
To prevent your campaigns from becoming difficult to manage in the long run, try to maintain a consistent nomenclature over time.
Not all accounts are the same. For example, you might want to name campaigns in a way to help the delivery of monthly reports. Other people, might want to highlight the targeting or positioning.
Before getting started ask yourself some question.
- Will you need to filter/reporting campaigns by name?
- How have you structured your audiences and campaigns?
- Do you find managing and uploading ads confusing?
Our Tips to Properly Name Facebook Campaigns
When naming Facebook Ads we can not apply a universal rule that works for everyone. As mentioned above, the tactic you might want to apply depends on a number of factors, such as your needs and strategy in place.
Follow this structure
Name your campaigns following the structure of a classic Facebook account.
Within each layer customise your naming as follow:
- Campaign
Include the campaign goal, Business name, Product or Page Name.
- Ad Groups
Add the targeting options, Placement, Remarketing, Scheduling or Optimization
- Ad Names
Name the Adverts numbering them progressively. Include a CTA and formats (eg. carousel, dynamic, or single image)
Build a spreadsheet including that information where for each column you create a name you keep consistent over time. The nomenclature helps the UTM Tracking on Google Analytics too. Make use of this free tool to build your own UTM tags. If you are not familiar with the UTM tags, learn more about this topic, check out the ultimate guide written by Neil Patel.
3 Examples
This is just an example to help you better understand how to name Facebook Ads following the rules mentioned above.
Following the 3 layers:
Campaign | Ad Group | Name
- Mobile-App | Sneakers-UK-EN | #1_LearnMore
- MOFU | Traffic Ads-Berlin | #3LearnMore-Carousel
- Purchase | Twitch-Gaming-19-34yrs | #4_ShopNow
Conclusion
Implementing naming conventions for Facebook Ads is important for you as a marketer. Whether you are running ads for gaming apps or for eCommerce you need a consistent nomenclature. Naming conventions should be set up together with Google Analytics and their UTM Parameters to help the whole team working jointly to measuring performance over time. As an extra tip, don’t forget that Facebook offers a native solution to create a naming template in ad account settings. To learn more about this feature, click here.
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