The Ideal Naming Convention for Facebook Advertising Campaigns

Facebook Campaign Naming Convention

[AUDIO VERSION: I also recorded an audio version of this blog post. Click below to listen. Let me know if this is something you find helpful!]

The best advertisers are organized. They can easily and efficiently find any campaign, ad set or ad that they want. And they can easily and efficiently uncover little hidden gems about their advertising to isolate what works and what doesn’t.

The secret to accomplishing this — to becoming an organized and efficient Facebook advertiser — is found within the naming convention of your advertising campaign.

If you don’t have a naming convention, forget about it. You’re just flying from the seat of your pants.

But if the right information exists within the name of your campaigns, ad sets and ads, Facebook custom ad reports become infinitely more valuable. The purpose of this post is to help you understand the qualifiers that need to exist within your naming convention so that you can become a more efficient advertiser.

[NOTE: If you want to learn more about how you can master Facebook ad reports, sign up for the 2015 FB Mastery Workshops!]

Understanding Why Naming Convention is Important

Let’s say that you’re running a Facebook ads report for the past 30 days to determine how well your campaigns have driven traffic to a particular client’s website (they have three websites). In order to do this, you’d need to focus only on the following:

  • Campaigns associated with that particular client
  • Campaigns associated with that particular client’s single website
  • Campaigns with the “Clicks to Website” objective

You don’t care about other clients. You don’t care about that client’s other two websites. And you don’t care about campaigns run for page likes, post engagement, website conversions or anything else other than clicks to website.

But when you load that report for the past 30 days, it includes a whole bunch of stuff. Following are the things that you don’t want to see:

  • Campaigns for other clients
  • Campaigns for this client’s other websites
  • Campaigns utilizing other objectives

To limit what you see in this report, you’ll need to do some filtering. That’s done by clicking on the “Add Filter” button…

Facebook Ad Reports Add Filters

You can then add filters for things like the name of the client, name of the website and objective. Here are a few examples of filters…

Facebook Ad Reports Add Filters Facebook Ad Reports Add Filters Facebook Ad Reports Add Filters

[For more information on utilizing Facebook ad reports, take a look at this checklist.]

Of course, these things won’t work unless you’re using a proper naming convention. An example of a poor naming convention — and one in a long list of reasons why you shouldn’t boost a post — is found in your boosted posts.

Here’s an example of a campaign name, ad set name and ad name of a boosted post:

Campaign Name: Post: “We have it all wrong. When setting a Facebook ads…”
Ad Set Name: Post: “We have it all wrong. When setting a Facebook ads…”
Ad Name: Post: /jonloomerdigital/posts/679029765519276 to fans

I don’t know nearly enough about this campaign. Of course, since it’s boosted I also know the options are limited. But this is a prime example of the headaches you can cause yourself without an effective naming convention.

Campaign Name

The ideal campaign name will include the following qualifiers:

  • Client Name
  • Page Name
  • Item Promoted
  • Objective
  • Other Variations

It would look something like this (you’d replace each qualifier):

[Client Name] – [Page Name] – [Item Promoted] – [Objective]

Note that a qualifier is only necessary if you create campaigns with variations of that item. For example, if you don’t take on clients, there’s no need to reserve a spot for the client name. And if you only manage one page, that may not be necessary either (though you may want to plan for expansion).

Here’s a real life example of a name of a campaign that is pushing users to the landing page for my Power Editor ebook with the end goal of a conversion:

9 Ways Ebook – Website Conversions

In this case, the name of my campaign is very simple. If I was running multiple campaigns for this ebook, it may be necessary to include the “Other Variations” qualifier as well to isolate the difference between this campaign and the others.

Ad Set Name

Quite a bit of variations can occur within an ad set, so expect the name of your ad sets to be more descriptive.

Your ad set name could include details about any of the following:

  • Daily/Lifetime Budget
  • Scheduling
  • Audience Targeted
  • Placement
  • Optimization
  • Pricing
  • Other Variations

It would look something like this (you’d replace each qualifier):

[Daily/Lifetime Budget] – [Scheduling] – [Audience Targeted] – [Placement] – [Optimization] – [Pricing] – [Other Variations]

Once again, you’d only need to provide a qualifier if it’s something that is likely to have a variation. For example, if you only use daily budgets, don’t worry about qualifying that.

Here’s a real life example of an ad set name:

Nov. 11-30 – Fans – News Feed – Optimized for Website Conversions – Optimized Pricing

So in this case, the ad set is running from November 11-30 and will be targeting fans only within the News Feed.

If I was targeting my website visitors during the past 30 days, I would have used the “WCA 30” qualifier instead of “Fans;” or if I were targeting interests, I would have used “Interests;” or if I targeted Lookalikes that qualifier would have been “Lookalikes.”

Note that while the objective is Website Conversions, that doesn’t mean it needs to be optimized for it (this ad set is). Instead of “Optimized for Website Conversions,” I could have used any of the following:

  • Daily Unique Reach
  • CPC
  • CPM

And I chose to let Facebook optimize the pricing. But I could have also set the amount a conversion is worth to me. In that case, my final qualifier would have clarified the value of my conversion like this:

Conversion Value = $5

Once again, if any additional variations need to be addressed regarding your ad set, specify them within the name.

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Ad Name

The ad name tends to be a bit more simple, particularly if you’re promoting an existing post. Here are the qualifiers to consider:

  • Inline Post, Promoted Post or Unpublished Post
  • Copy Details
  • Imagery Details

It would look something like this (you’d replace each qualifier):

[Inline Post, Promoted Post or Unpublished Post] – [Copy Details] – [Imagery Details]

For the first one, you’d simply indicate which of the post types you’re promoting (if that’s what you’re doing). For the second and third, you’d outline the specifics to help you understand the copy and imagery used — particularly if there are variations.

A real-life example would look like this (you’d replace each qualifier):

Inline Post – “Power Editor is essential” – Orange Face Image #1

However, it could be much simpler than this. If you simply promoted a post — thereby eliminating the possibility of variations — your only ad name qualifier may be “Promoted Post.”

Even in that case, you may prefer to include some copy and imagery details, but it’s up to you.

Your Turn

Keep in mind that there isn’t necessarily a right and wrong naming convention. In fact, I used to be even more specific in the past. Previously, I’d include all qualifiers from the campaign within the ad set and ad names as well. I just find that to be overkill since you will always see the name of the campaign when viewing the ad set or ad.

What naming convention do you use for your campaigns? Anything to add?

Let me know in the comments below!