I would like to simply share our naming scheme for Facebook Campaigns and Ads.
We see complete chaos in Facebook accounts more often than not, and much of this confusion could be avoided with a bit of forethought on Facebook ad campaign names. I believe that unless you have your name scheme under control, it’s hard to consider strategy and tactics with a clear mind to improve the account’s performance, especially with a team.
These facebook campaign name conventions are meant to facilitate skimming… informative enough to remember what’s inside without having to open the respective editor every time.
Facebook Campaign Naming Scheme/Convention
“Platform.Purpose+Subpurpose.Location+Sublocation-LangCode.Gender.Promo in Plain English.BudgetUsed”
- Network – “FB” for Facebook. This simplifies blended reporting later. In Google Data Studio, for example, it makes filter creation much easier with use of tools like Supermetrics or other connectors bringing together from different ad networks, such as Google Ads (GDN,SN,YT,etc.), Pinterest, Microsoft (MSN,AUD,etc) and so forth.
- Core Purpose and Objective – “PS” or “RT” for Prospecting or Retargeting for example. Some might prefer TOFU, MOFU, BOFU for the segment of the funnel the campaign is meant for. You may want to classify your funnel stages like this “RT+Leadgen”
- Lang=Loc Code – The geographic target of the campaign. Whether you want this at the Campaign level depends on your specific application – since many have multiple languages at the adset level. I use WW for worldwide.
- Gender – Since we deal with brands that often have gendered products, this is important, “Men”, “Women” or “AllGender” are those we use. You may want to omit this if you have multiple Genders as adsets. Gender may not be relevant to your product, but it is relevant to your testing.
- ProPro (Products or Promotion) – This reflects the product set being promoted, for example “AllProd” or “Promo+ItemName”
- BudgetUsed – This is for our own accounting and is especially important when the client is running their own, internal campaigns (e.g. boosted posts) alongside our campaigns. AG=agency, IH=inhouse, etc.
FB.PS.EN-US.Unisex.Promo of All Products.AG
FB.RT.EN-US.Women.Promo of Patagonia.AG
FB.TOFU.EN-US+Miami.Women.Promo of Subaru.AG
FB.BOFU.EN-US+Miami.Women.Promo of Subaru TestDrive on Mobile.AG
Facebook Ad Set Naming Scheme
Naming ad sets varies based on the type of business your in, and whether you’re local, national or international. We have found that adopting a consistent scheme for defining the theme/category of ads within the Facebook adset is wisest.
- Location+Sublocation – The geographic target of the ad set. EN-US+Subregion is common.
- Gender – The gender target of the ad set.
- Audience+Refinements– We like to use plain English here but short and sweet to fit on a reasonable report.
- Placements – We like using AP and MP+Placements reminders here but you may choose to leave this off.
EN-US.Women.1% US Lookalike of All Ecommerce Buyers.AP
EN-US.Men.Viewers of Any Products in High Income Households.MP+InstagramOnly
EN-US+Lousiville.Women.Luxury Loving Hikers.MP+FBOnly
Facebook Ad Naming Scheme
- Type-Class reflects the ad presentation and behavior. For example “SingleImage+Dynamic” or “Collection+Static”.
- FreeFormHint– A verbal hint about what’s special about this ad. Very subjective and flexible but the goal is to recall without opening the ad editor. We will sometimes use the Stock image filename here.
- Version – simply V1, V2, V3, etc. reflecting iterations on the ad creative, headlines, etc.
Carousel+Dynamic+Sequence.Man Hiking Autumn.V1
Collection+Static+Provided Hiking Image 1299.V2
SingleVideo+Dynamic.Patagonia Vendor Image 341.V2
Facebook Audience Naming Scheme
- Location-Region is similar to above. “EN-US” or “EN-US.MemphisDMA” are examples
- Gender – Men, Women or MultiGender
- Age – 18up, 40up, 30under are typical
- Freeformhint – We use explainers+with+plus+signs between words, just long enough to give the jist.
EN-US.Men.18up.Buyer 1% US Lookalike
EN-US+MemphisDMA.MultiGender.40up.Hiking and Trekking Interests
Let me know what you think! …
How does your naming scheme improve on ours? We’d love to hear from you. We’re sure our ideas reflect the type of clients we work with (ecommerce retail) and may be different for, say, leadgen-heavy campaigns. I generally feel that as long as you are consistent, you’ll do great.
TIP: We put the naming scheme in a google doc and share it with the team and client. This document is not so different from this post – an explainer to help everyone use the same overall campaign language.