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:

  1. Creative testing

  2. Audience testing

  3. Scaling campaign

  4. Retargeting campaign

  5. 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:

  1. PMax

  2. Search

  3. Display

  4. 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:

  1. Interest or keyword topic

  2. LLK (lookalike)

  3. 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:

  1. Image

  2. Video

  3. Carousel

  4. Mix

  5. GIF

  6. 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.