PPC Campaigns - Naming Convention

Having a structure in how we name campaigns, ad-sets and ads in a standardised, logical and intuitive way ensure that anyone in the team can create, manage and report our PPC client projects.

In this document:

Campaign name

Depending on the channel you advertise, we may set up 1 to 5+ campaign types simultaneously. All channels will have a similar structure but provide slightly different information.

Facebook

Campaign types:

Creative testing
Audience testing
Scaling campaign
Retargeting campaign
Promo (name)

Naming convention:

Campaign type - Budget Optimization - Goal - Date - YourInitials

Example naming convention on Facebook:

Creative testing - ABO - PUR - 10/07 - AP
Scaling - CBO - PUR - 15/06 - AP
Scaling - CBO - Contacts - 01/12 - AP
Retargeting - CBO - Contacts - 01/12 - AP
Promo (35% Off Poncho) - CBO - PUR - 01/12 - AP
Promo (Black Friday) - CBO - PUR - 10/11 - AP

AP = Alex Pilotto

Google Ads

Campaign types:

PMax
Search
Display
Etc

Naming convention:

Campaign type - Location detail - Product/Category - Date - YourInitials

Example naming convention on Google:

PMAX - AU - All products - 10/07 - AP
Search - US - 12/05 - AP
PMAX - California - Dresses - 30/03 - AP
Display - US+AU - Shoes - 01/11 - AP
Display - Melbourne - 01/11 - AP

Ad-sets or ad-groups

Ad-sets or ad-groups follow a more simplistic approach to the naming convention.

Targeting type:

Interest or keyword topic
LLK (lookalike)
Retargeting

Naming convention:

Targeting type - Details(if applicable) - Restriction(if applicable)

Example ad-sets naming convention on Facebook:

Interest - Broad
LLK - 1% PUR 180
Interest - Broad - M30+
Retargeting - VC 14
Retargeting - ATC 30 - NZ only

Example ad-sets naming convention on Google:

Retargeting - ATC 30
Men Shoes
Cashmere Australia
Retargeting - VC 7

Ads

The naming convention for ads only applies to Facebook, Instagram, Display and PMax campaigns and does not apply to search or call ads.

Asset type:

Image
Video
Carousel
Mix
GIF
Other

Naming convention:

Asset type - Page/Product title - Source or file name(if applicable)

The Source or file name is useful to quickly find the asset on Google drive or any folder where it's located.

Example ads naming convention on Facebook:

Video - Rejuvenating eye mask - 0392_02_03.mp4
Video - Weight loss program - Interview-with-mike.mp4
IMG - Homepage - page post
Video - Homepage - page post

Example ads naming convention on Google:

Mix - Service page
Video - Homepage - Interview With Mike
Mix - Rejuvenating eye mask

References

Platform	Abbreviation	Meaning
Facebook	PUR IC ATC VC VV	Purchase Initiate checkout Add to cart View content Video views
Facebook	M F MF M25+	Male only Female only Male + Female Male with 25+ years old
Facebook	VV 25% VV 100%	25%+ video views 100% video views
Facebook	PUR 180 ATC 90 VC 7 VV 30	Purchases past 180 days Add to cart past 90 days View content past 7 days Video views past 30 days

The reference section will be updated frequently and we might apply changes to the naming convention n the future.

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