But you don't have to take my word for it. Let's take a look at some examples.
That means that you have to figure out new name for Meta Ads campaign. Now your thought are:
- Which name do I choose for campaign with same assets but different structure?
- How do I remember that they both have the same assets (copy, landing page, etc)?
- How do I make it easy for my collegues to understand that those are similar campaigns without scheduling a meeting or writing some kind of documentation?
Since it's best to analyse perfomance on campaign level, I need to know which campaign's results I am looking at. That's where naming convention also helps.
| Campaign name | Cost | Impressions | Clicks | CTR | Purchases | Conversion rate | Cost per purchase |
|---|---|---|---|---|---|---|---|
| Demo | $400 | 50,000 | 1,500 | 3% | 50 | 3.3% | $8.00 |
| Demo US | $400 | 40,000 | 800 | 2% | 40 | 5% | $10.00 |
| Demo EU 1 | $400 | 30,000 | 450 | 1.5% | 15 | 3.3% | $26.67 |
| Content | $400 | 60,000 | 3,000 | 5% | 30 | 1% | $13.33 |
| Generator | $400 | 20,000 | 3,000 | 15% | 150 | 5% | $2.67 |
- How to restructure your budget?
- What funnel step needs to be optimised?
- Which market brings in most conversions?
Of course, you can create your own naming convention for your own use case. You shouldn't just blindly use mine. But I think that the following naming convention covers a lot of pain-points and is quite versitile.
MARKET-FUNNEL_STEP-ASSETS-SETUPEU-PRO-Product Demo-PMax
Let's go thought each part of this naming convention.
This is the market where you are running your campaign. It could be either country or region.
Possible values:
- EN
- EU
- DE
- FR
Note, that definition of “market” may differ from company to company. For some, there could be only 2 markets: local/oversees (especially true for small SAAS companies who focus on local market but also sell oversees).
Every experienced marketer knows the concept of marketing funnel. It's important to understand at which step of the funnel you are running your campaign.
Possible values:
- PRO Prospecting, meaning that you are running campaign for new customers
- RET Retargeting, meaning campaign audience had previous contact with your brand or ad
- REM Remarketing, meaning that you are running campaign for existing customers and aimed at upselling
- GEN General/generic, meaning you are not using funnel strategy and don't want to specify funnel step in campaign name
You can also use other naming of marketing funnel stages:
- TOFU Awareness stage. Blog and social media posts, infographics, multimedia, videos and podcasts, newsletters, white papers.
- MOFU Engagement & consideration stage. Educational resources, webinars, surveys, downloads, promotional material.
- BOFU Sales & loyalty stage. Case studies, demos and trials, consultations, customer stories, events.
- Landing page
- Visuals (including ad creatives)
- Copy, both on landing page and in ad creatives
For example:
- Product Demo. Assets that show product demo and has a goal of gathering demo requests via a form on landing page.
- Content Library. Assets that show content library, like PDFs, tutorials or articles.
- Testimonials. Assets that show testimonial from Truspilot or Google Maps.
- CSS Generator Tool. Assets that promote your online tool for generating CSS.
This part of a template is specific to a platform. Possible values:
Meta Ads:
- Engagement
- Leads
- Sales
- Awareness
- Traffic
Google Ads:
- Search
- Display
- PMax (Perfomance Max)
- Shopping
- Video
- App
So in my example "EU-PRO-Product Demo-PMax", I can tell that:
- Campaign is running in EU
- Campaign is running in Prospecting step
- Campaign has assets with name "Product Demo"
- Campaign setup is PMax (Perfomance Max, Google Ads)
Let's take a look how a naming convention might be helpful once you have exported data about your campaigns from different platforms in a single spreadsheet. Following table has same data as above but uses naming convention.
| Campaign name | Cost | Impressions | Clicks | CTR | Purchases | Conversion rate | Cost per purchase |
|---|---|---|---|---|---|---|---|
| EU-PRO-Product Demo-Traffic | $400 | 50,000 | 1,500 | 3% | 50 | 3.3% | $8.00 |
| US-PRO-Product Demo-Traffic | $400 | 40,000 | 800 | 2% | 40 | 5% | $10.00 |
| EU-PRO-Product Demo-Sales | $400 | 30,000 | 450 | 1.5% | 15 | 3.3% | $26.67 |
| EU-PRO-Content library-Traffic | $400 | 60,000 | 3,000 | 5% | 30 | 1% | $13.33 |
| EU-PRO-CSS Generator Tool-Search | $400 | 20,000 | 3,000 | 15% | 150 | 5% | $2.67 |
After having a quick look at that data we can immideately say, that:
- There are currently 4 campaigns running in EU market.
- There are 3 campaigns with "Traffic" setup, 1 with "Sales" and 1 with "Search" setup.
- All campaigns are running in Prospecting step.
- "Product demo" assets are perfoming better in EU market.
- "Product demo" assets are getting worse CTR on with Sales campaign optimisation on Meta platform.
- "Content library" assets are perfoming better than "Product demo" in EU market.
- "CSS Generator Tool" assets are performing better that any other assets and generating most conversions.
CAMPAIGN_NAME.ASSETS-AUDIENCE-ASSETS- CAMPAIGN_NAME.ASSETS: Name of parent campaign's assets
- AUDIENCE: Audience settings, can be similar to campaign's funnel step
- ASSETS: Short description of assets inside this ad group (headlines, visuals, LP etc), can be "General" if single ad group in campaign
Naming convention: TYPE-ASSETS-INDEX
- TYPE:
- V1) static / carousel / collection / video
- V2) square / vertical / horizontal
- ASSETS: Short description of ad assets (headlines, visuals, LP etc)
- INDEX: 2-digit number
| Campaign name | Ad Group name | Ad name |
|---|---|---|
| EU-GEN-Product Demo-Traffic | Product Demo-GEN-General | static-product demo-01 |
| static-product demo-02 | ||
| static-product demo-03 | ||
| carousel-product demo-03 | ||
| Product Demo-GEN-Free | static-product demo free-01 | |
| video-product demo free-02 | ||
| EU-PRO-CSS Generator Tool-Search | CSS Generator Tool-IT-General | static-generator-01 |
| video-generator-02 |
As you can see, clear naming convention can help you organise your campaigns and make better decisions. Remember, that in the end the choise of naming convention is yours. Don't just blindly take advise of someone else.