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How To Name Your Facebook Ad Campaigns – Tony Does Ads

How To Name Your Facebook Ad Campaigns – Tony Does Ads


Today’s video. We’re talking all about how to name your
Facebook campaigns properly and we’re also going to talk a little bit
about your ad sets and your ads. Don’t get confused,
don’t let your teammates get confused. When you get into scaling
bigger and you’re doing
custom reports and dashboards, you definitely are going to want to make
sure you have proper naming conventions that your whole team is aligned with.
Or if it’s just you, you want to make sure that
you can go in a year later, five months later or whatever,
and still know what’s going on, how your ads are being ran, what are your targeting based
on these naming conventions. So let’s dive into it here.
Before we do though, make sure you hit that subscribe
button and the little bell somewhere. I’ll have a little graphic like woo.
and then a little fly out anyway, so let’s dive into the video. All right, so in today’s video we’re talking all
about Facebook naming conventions. I would just want to talk a little bit
about where this question came from. I have a Facebook group. I just created and you should definitely
join it for any kind of Facebook ads advice. I’ll make sure to put the link
below, but it’s called the Ads Collective, The Facebook Ads Collective.
There’s the URL there. Again, I’ll put that link in the description
below so you can go in and join the group. Uh, but on it today I just asked what
questions do people have for Facebook and Instagram advertising. Now my buddy Warwick from the UK asked
for some advice on how to organize and name his ad set versus the campaigns. He says he’s made a real mess of them
and it is partly because of Facebook he said and their crappy default names. It’s definitely something that they
do and it’s definitely a problem. I see a lot of people having with their
Facebook campaigns and they’re naming structures. So he said,
I can use this image. So we’ll go ahead and show it here and
you can just see just how hard it is to keep up with what you’re doing,
especially when you’re having this minute, this amount of campaigns like Warrick
has here as well as his ad sets here. They just get very,
um, kind of combobulated there so
you’re not sure what’s going on. Um, so we’ll just dive into exactly
what you should be doing. Uh, how I use it at different agencies
that I’m working for, as well as how I, how I kind of teach people to use it. So you won’t get confused when it comes
four months down the line or if you’re sharing a accounts with other
teammates or whatnot, you’ll be, you’ll be fine and all on the same page. So you definitely want to make sure
you have some good naming conventions, especially when you’re working with
the team and when you’re with yourself. So we’re just going to dive into it right
here. So I made this little sheet here. You guys want it? I’ll make sure to put a link below
for just a free download for it. Um, if it’s just a quick guide in,
this is definitely just very loose guide. You can definitely do any kind of tweak
that you want for your own campaign. You don’t have to or your ad
sets and your ads, you know, uh, you don’t have to follow this to a tee.
You can do kind of whatever you want. Really. It’s just you just want to make sure your
team and you know exactly what’s going on and you’re all on the same page. So I’ll just run through it real quick
and then I’ll show real examples of how that looks on just the demo
ad account that I made here. So we’re just going to go straight
through it here. Just follow along here. So four campaigns.
What I do is I, with the number of the area of the funnel,
so, uh, I’m going to add number there, just so you know.
Um, I have them numbered here where one
is the top of funnel awareness. Um, and I’m going to add that too. Um,
and that equals your top of funnel. Okay. Um, and then two is
your consideration, which
is your middle of funnel and three is your conversion, which is
your bottom of funnel. Imagine that. So I always do ads, um, as a funnel. So because I do it as a funnel, I want to know w with all of the campaigns
that are making where they lie in that funnel. So I can go in and I can kind of debug
different issues that might be happening. You know, what’s really
working, what’s not. If it is it based on the campaign
and the campaign type. Um, and if so, then I can kind of dive in and be like,
oh, how’s our top of funnel health? How’s our middle of funnel health?
How’s our bottom of funnel health? Now just a quick overview. Again,
the top of funnel is about awareness. It’s about kind of getting attention
and your brand is that kind of that no stage of the funnel. The second part
of the funnel is your consideration, that middle of funnel. Um, and a lot of
that is going to be, um, for me it’s, it’s kind of sending
traffic to the website. Um, it’s that it’s been like
part of the funnel and then
the bottom of the funnel is your conversion. So this is where people are actually
buying and where you’re going to be doing more.
Um, things like dynamic product ads and more
pushier ads that have like bigger calls to action to actually buy compared to the
other ones that might be just learning more or just hearing
more about your brand. So what that looks like here
with these examples is again, I do the number of the area of the
funnel plus the campaign objective. And in certain ones I write
what the conversion is. So I’ll give you an example here.
So the first one you see is a one, which means it’s our top of funnel in
awareness campaign and we’re going for engagement. Now this is typically
four different posts you can do. So I just want more people to engage
with it to see kind of what my brand is about. Now the second one here is video views
and it’s a one because it’s at the top of the funnel again, and this is where
the conversion comes into place. So when you go to a video view ads and
Shaul dive in here real quick for Ya, uh, we’ll click on video views and on
the ad set level, it’s not on the, on the campaign level, but on the ad set level you’ll see at the
bottom here what you’re optimizing for. And this is what I mean by conversion. So is it through plays at 10 seconds
is a two second continuous views, whatever you might click there, you might want to have that in your
naming conventions just so you know, uh, what you’re optimizing for. Now as we scroll down to conversion here, I do the same exact way where I’m
talking about that conversion. So again, it’s the name, the area of
the funnel since the middle
of funnel because the two, um, and, and like I said, again, you
can, you can name these however you want. This might be a,
B or c or you might just write awareness, consideration conversion or you might
just have it be a totally different structure. It’s really
up to you. But again, you just want to make sure
you’re on the same page. A document like this is great
to share with your team. So I’ll make sure everyone’s on the same
page and they’re using the same naming conventions because it’s really,
really key, especially when you’re sharing ad
accounts with other team members or like I said, if you’re gone and then come back in a
few weeks or like you’re revisiting an account from years ago or something that
you ran ads and you want to know what you were doing right away,
it’s going to help you tremendously. It’s going to save you a lot of times. So really make sure you have
good naming conventions. Now let’s dive into this one again.
I’m going to go right to it here. This is from the example. So like what
I was saying there and we’d go back. So here’s the conversion ad to cart. So
it’s a conversion ad when you create it, but then when you click in,
there are those optimization here and now that’s it’s red,
don’t worry about it, whatever. But this is your conversion. What is
optimizing for? So I have add to cart, so that’s why I named it up here.
Add to cart, so I know right at the campaign
level what it’s convert, what’s what it’s optimizing for. Right,
so it’s optimizing for add to cart. Okay. Okay. In the next one here is a three.
That means it’s a bottom of funnel. It’s going to be again like one of those
more pushier sales type of ads and it’s optimizing for purchase. As you
see, they’re both conversion ads, but this one here is an add to cart.
It’s not really telling people to buy. It might be something that’s just sending
them to the website and then I’d be interested in, and we still might be
wanting them to purchase a, but we’re not, we’re not pushing that as much. That’s not the overall ad objective or
campaign objective there compared to these three conversion purchase campaign. It gets a little little
weird and convoluted, but that’s how I do it there because
an add to cart is not quite like their purchasing, but they might add
it and then come back later. So we might have to bring
them to a remarketing ad, which might be this third level, that bottom of funnel a remarketing
campaign that we’re running. Right. Okay. So then I can,
you know, basically run ads like dynamic product
ads if people that already added items to their cart.
So that’s what this DPA stands for. Just stands for dynamic product ads.
So I know this is a bottom of funnel, add a campaign that is optimizing
for dynamic product ads. Okay. And then this middle one here is similar
to this one above it where it’s a conversion ad campaign objective
and it’s optimizing for a purchase. So I hope this makes sense. If you have
any questions, feel free to comment below. I’m just going to keep running through
it all here I’m in and then we’ll kind of dive a little bit more into the ads
manager and how I go about looking through things. But I definitely want to give you kind
of a high level overview of it all and really practical advice and tips on how
we do it and how you can leverage it for yourself as well.
Now for ad sets, there’s a similar again guys where you
can do kind of whatever you want to do with this is how we do
it. Typically. Um, I, I’ll tell you a few things I might do
differently, but it really doesn’t matter. Again, you just want to make
sure everyone’s on the same page. I have to just keep saying
it because it’s so important. It’s going to save you a lot of
time again. So for ad sets and I, it might be good too for me to
just quickly go through what every, what each part is, right? So for campaigns
here, it’s your overall objective. So this is, are you choosing awareness
consideration or conversion, right? So if I click create here, I’m just
going to click start over. Here you go. Where does consideration conversion?
I’m not, I’m not making this stuff up. It’s just pretty much coming right
from Facebook. Now awareness, these ones over here are basically
for the really big brands like coke, like Pepsi, all those like big billboard type brands
on that are putting tons of money. I think about like Taco Bell, Wendy’s, all
those sorts of like huge, um, you know, top whatever, 400 global, 400 fortune
companies, all that, all that fun stuff. 400 was a weird number, but you know
what I mean? Fortune 500 fortune $100, big companies that might be doing
huge awareness campaigns, you know, like dove and all those things. We don’t really mess with these that much
just because they’re not as useful for us. Um, tested, you know,
you, you, you might find it’s
working for you. But anyway, so we’re doing a consideration is
basically all of our awareness campaigns. It’s things like video views, maybe
traffic, maybe engagement, um, even messages or whatever you might
might want to have lead generation. Um, and then your middle of funnel again, is that consideration. So it’s, it’s
things like adding items to cart, video views,
again, bringing people to the website and then
the bottom of funnel dynamic product ads are under catalog sales or
conversions or purchases and all that. So it kind of like overlays with
each other. Don’t worry about it. That’s kind of how we run it. Um, but
basically this is kind of how it is, where it’s awareness,
consideration or conversion. So think about what are your
campaigns that you’re creating. Are they w which area of
the funnel do they hit? Um, and then mark those based on that, I
jumped around a lot there. So again, if you have any questions, make
sure to comment below. Now ad sets, you’re basically, it’s where
you’re doing the targeting, right? So it’s either lookalike and
custom or a saved audience. There’s those three different
audience types and you can pick, we’ll go into that.
I’m just like I was saying, you can pick what you’re optimizing
for. So it’s, it’s, it’s a little weird. I almost wished that was
part of the campaign level,
but we’ll just click on, um, conversion purchase here. Like I
said, and when you go to that ad set, I’ll click edit and see. This is going
to be what you’re optimizing for here. It’s, it’s part of the ad
set. It’s a little weird
because it’s you’re targeting, but it’s also has, has that uh, kind
of optimizing part there as well. So for this you can see over what we’re
targeting. We have engagers there. So I wrote custom because that’s
the type of audience it is. And then 30 day engagers cause
that’s what we’re targeting. So kind of like how we do it again,
it’s the audience type here. Look like customers
saved plus the targeting. So what exactly the targeting
is for this first example, it’s 1% look alike audience
of the purchasers. Um, and then I added location cause you
might want to have that when you’re doing ads. If you’re doing multiple
countries maybe and you the parse that out or if you’re doing different
cities or whatever it might be. See I might, I might add us or or a dash us
or a or whatever you might have. Um, so that’s just something to know.
You might want to have location on there. You might not even want to have these
audience types here of lookalike, custom and save. Because for me, I, if
I’m naming, I’m pretty properly here. You know, like 1% lal means lookalike
audience or whatever convention you have. So I don’t, I don’t want to stress
that you have to follow these. I just want to say just make sure you
have a convention and everyone kind of knows it and everyone’s on the same
page as the, it’s the biggest, uh, biggest factor for the
kind of the success of, of all this and having everyone
be able to communicate in the, just run the ads well, um, on every level. Okay. And then when it comes to the
ads, you’re basically, you’re, you know, you’re talking about what the ad is.
This, this is what I’m doing. For example, again, I’m, so I have like a perfect
pants testimonial, whatever that means. But this is a testimonial ad you can see,
and it’s for video one. Now if I have multiple ones of these
and I’m doing split testing and maybe I have a different video
than I will do video too. And you just instantly
know what those are. Now, if it’s not a testimonial and maybe it’s
like a review, that’s the same thing. It’s not a testimonial. But maybe
it’s like, um, uh, features, right? So perfect pants features.
So I might have it there. Um, and that would be video one as well. So I just want to know
right away what the ad is, what makes it different than the other
ads, if it, if there is a difference. Um, and then I put what, what,
what it is. If it’s a video, if it’s a carousel of it’s an image,
whatever it may be. Um, and the number, if there’s multiple different ones that
we’re having. So I hope that makes sense. We’re now going to dive a little bit more
into ads manager here and I’ll kind of show you again, uh, what
all this looks like. So these are the ones that I made.
Ignore the other stuff. It’s just a demo account anyway,
see? So you can click filter by selection,
which is kind of Nice. So I can just show you what I just made.
Um, and one of the cool things too, if you have this proper naming convention
where you’re having these different numbers, what you can do is then you can search
by campaign name and you can basically say campaign name contains one. And if you have a one at the
beginning, as you can see, Bam, it’ll just select those two campaigns. Now what’s cool about this is when
you get into making reports and custom reports, uh, like I’ve done it with
Google data studio using super metrics, which is like another third party app
that kind of combines Facebook metrics with a Google data studio
kind of connects them the two. So what’s cool is I can then make reports
based on if they start with a one or if they start with the two or an
a or B or c or whatever you have. So this is why those naming conventions
again can be very important when it comes to growing and scaling
an agency or your ads. Um, on another level for different clients. Or if you just want to have
your own kind of reports, you really want to drill
in and dive down into, hey, how was our top of funnel performing?
How is our middle of funnel performing? You can do that if you have this naming
convention set up instead of properly. So all this, click in to all of them real quick and
kind of show you different ways that we use them. Um, what I typically do
though is I’ll click into each, each objective,
right? So I’ll do engagement and then I’ll look
at how those engagements ones are doing. So I can see this one’s a
saved and this is a look alike. And then I can tell how each of those
is performing and then I can dive into whichever one I want to dive into that
let’s me here on Facebook and then I can see,
you know, here’s a video ad and a carousel ad
and it’s kind of the same funny ads, um, copy that I might be having, right?
Again, this is just a demo account, so don’t worry about all that, but you get the idea of how
the naming conventions work. Now another way that you can do it is
you could have those same one, two, three numbers at the beginning
of these as well too. So you can then do reports and see exactly
how everything looks at the ad level, ad set level. You can do that at the ad
set level as well. But how I kind of do, I kind of go in and I look and I do
it mainly based on each campaign. I might group them together to
see a high level, like I said, custom report and see how the,
how the funnel is doing. Um, and then I can kind of dive in and say,
oh, the top of funnel isn’t doing great, but right here I can look at the
two top of funnel. Or like I said, that you can search and you can see how
they’re performing and then you can just dive into the one that you need to work
on and see basically stats again on your targeting here. And then if you want to look at your
actual ads in that target and you can dive into that as well.
But normally I’m kind of breaking it down. I’m looking at high level, what’s,
what’s working, what’s not working. And then I’ll kind of dive into each one, which is why I have them named like this. And I don’t have those numbers here
cause it doesn’t really matter as much. But if you are,
um, if you are wanting to dive in and kind
of look at all your top of funnel ad sets and how they’re performing, you might want to do a little bit
more naming structures on your ads. So you might want to even put
what the campaigns are here. You know I talked more about
the ads on the ad level here, but you might want to dive into that live
a little bit more, if that makes sense. Okay. So that was a pretty quick, pretty big
overview on how we name things. Again, you can kind of name them however you
want to. There’s a million different ways. Another way that we’re kind of
starting to lean towards now as well. Then I’ll show you is for the
campaign engagement type here. We’ll click in and then here we might
have different sort of campaigns. Since we’re doing the
campaign budget optimization, we might have a new initiative or
new product roll out or whatever, but we still might want it
to be a engagement campaign
or a video view campaign or whatever. Um, so it’ll still
have that same campaign objective. It’ll be under this, but then what we’ll do is we’ll
actually name what that is here as well. So maybe it’s like a new product release. So we might be saved and then do a dash
nursing interest and then another dash new product release and say
what that is or something. So that’s another way that you can do
it too and just get more granular how granular you gets all up to you. And it’s all up to really how
you’re doing your reporting, how you’re looking at your metrics.
Like I said, I kind of dive into each campaign and
look at them like this and then I look here and compare the two targets and
then I’ll dive in and look at each one. And I might go out and compare them all.
Um, but that doesn’t matter as much with how
I’m using it, how I’m optimizing my ads. So think about all of that thinking
about what worked work for you and what might not work for you. But the gist of everything is you
really just want to know right away, you want to be able to click into your
ad sets and know exactly what each targeting you’re doing is here. Under campaigns you want to know
what the campaigns are, right? Where are they in your funnel and what’s
the campaign type that you’re doing it as well as the objective. If there is
different possible objectives there. And then for the ads you want
to know what is the had right? And you want to know the ad
type. Now there’s tons of
different ways of doing it. You can do like view
setups here and they’ll, they’ll tell you quite a bit of different
things so you can see the objective here, whatnot. Um, so it’s, it’s
like I said, it’s all up to you, but this is how we do it. Uh, and
I hope this really helps. Again, if you have any questions about naming
conventions or what you’re doing or specific questions, feel free to comment below or comment in
the Facebook group and let me know and I can be sure to help you out. If you have any other questions
related to Facebook or Instagram ads, you can comment below as well or in
that Facebook group. And lastly, again, make sure you subscribe,
make sure you hit that bell. And if you’re not on the newsletter list, I put out a little little tidbit of Info, things that I’m enjoying as well as just
an update on the latest videos and what they’re about. You can feel free to go ahead and
add yourself to that list as well. Below the link will be in the description. I hope you have the greatest day
ever after you learned all this, and I hope you can kind of go in and
revamp all of your ads and they can make sense to you and your teammates
and you in the future. So you can thank yourself for doing
good naming conventions. Again, I hope this video helped you. I’m Tony
does ads. If you need more ads, help, feel free to reach out to
me at tonydoesads.com I’ll
see you in the next video next Wednesday.

1 thought on “How To Name Your Facebook Ad Campaigns – Tony Does Ads

  1. Tony that was brilliant. So incredibly helpful. You explained it so well and the structure you laid out makes it so easy to find everything and understand how it's performing. Thanks so much! #LoveYourWork

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