A clear Facebook naming convention helps teams stay organized, analyze performance faster, and avoid confusion across campaigns, ad sets, and ads. By following a structured system such as using prefixes, descriptive names, and CTAs, marketers can quickly identify campaign purpose, test variations efficiently, and maintain consistency across all advertising activities.
Table of Contents
Introduction
What is the naming convention in regard to advertising? To make it simple, it’s the way you name your campaigns, ad sets, and ads in order to make it easy to understand to everyone who works on the project. In this blog post, we will dive deeper into the world of naming conventions. You will learn how to properly name campaigns, ad sets, and ads so you can navigate through your ad manager with ease.
The campaign, ad set, and ad naming convention mainly depend on your company’s marketing practices. If you need to create a naming practice, it could be something like an example.
Set some basic rules that will help you more easily manage your campaign in web analytics and social analytics.
Do not use default Facebook campaign names. Facebook always creates the same name per objective, and you could end up with a mess, such as a screenshot below, where you only know the campaign objective from the name and nothing that differentiates one from another.
With Ad sets and ads, you get the same result.
The same goes for ads.
Examples of bakery campaign naming conventions.
Bakery is running a campaign for large order donut sales with phone calls only.
The idea behind the campaign is to maximize larger volume orders and reduce excess production in order anticipation and therefore increase efficiency and profitability.
Products
- Black chocolate donut with top and side image, total 1 product with 2 images
- White chocolate donut with top and side image, total 1 product with 2 images
Simplified rules:
- Do not use Facebook’s default names
- Use prefix if needed + short campaign description + all call to actions(if needed)
- Use prefix if needed + short ad set description + call to action on ads per ad sets
- Use prefix if needed + short ad description + call to action per specified ad.
A suffix that is, in this case call to action can be anything that is important or informative enough for you. If you are testing two calls to action in a campaign, add them in the campaign name so you know.
Examples on campaign level:
My bakery + large order donut sale + phone call / send msg
My bakery + large order donut sale + CTA test + phone call / send msg
Now you can differentiate the campaigns you are running.
Examples on ad set level:
My bakery + White chocolate donut + phone call
My bakery + Black chocolate donut + send msg
Using Template
By clicking and creating templates, you can speed up your process of naming campaigns, ad sets, and ads.
You can add components such as Campaigns fields with three options: open text field, or a Custom field.
Ad set name template
Under the ad set name template, you get more options. Specifically, under ad set fields, you can choose between 15 additional options.
Ad name template
Under the ad name template, you can find 5 fields with special ad fields with 9 additional options.
As you can see, your campaign/ad set/ad names can be quite complex. But remember that the main point of naming is to get information from it. The level of detail is up to you and your newly set rules regarding the naming convention.
Best practices have shown that naming the campaigns, ad sets, and ads in a way that is easily understandable gives the best results, especially if there are more people working together in teams. In those cases, the naming convention is essential to maintain high efficiency.