How to name your Facebook campaigns

21. 9. 2018

The naming convention you follow with your Facebook Campaigns, Ad sets, or even Ads can play a significant role to your success. In this tutorial, I will show you how to name your Facebook campaigns and Facebook assets.

Naming your Facebook campaigns and assets may be a time-consuming process but it is also a valuable one. Here are some benefits on naming your assets properly:

  1. Get a quick overview of the type of the campaigns you are running and their target audience.
  2. Assess the campaigns or ad sets that perform well.
  3. Perform bulk updates in regards to ad copy, targeting, creatives etc.
  4. It allows team-members and clients to get an overview and lessens the time needed to understand what’s going on.
  5. Minimises learning curve and ensures a smooth handover to a client or an agency.
  6. Allows for a clean and tidy ad account that is consistent across campaigns, ad sets and ads or even ad accounts.
  7. Allows for easy auditing when you are looking to work with an agency.

The names you choose, need to be as descriptive as possible to allow you to infer as much info about their set up and targeting without going through the settings.

Following are some suggestions on how to name your Facebook campaigns, ad sets and ads.

Naming your Facebook campaigns

Consider including the below info:

  • Country: The name of the target country, if you are targeting more than one countries
  • Objective: The objective that you are using
  • Targeting: This can be either prospecting or remarketing.
  • Type of ads: It can be a dynamic ad, static ad, carousel etc.

An example may be: GR-Conversions-PROSP-Static

The above is by no means binding as you can include info about the ad you are promoting, if you are using Campaign Budget Optimisation, etc

Naming your Facebook Ad sets

Here are some suggestions on what to have in mind when naming your Facebook ad sets:

  • Language: If you are targeting one country where people speak more than one languages.
  • Targeting Audience: The age group and/or gender you are targeting or the custom audiences used.
  • Bidding strategy: The bidding strategy you are using.

An example may be: EN-F:25-45-oCPM

Naming your Facebook Ads

Here is what you can use:

  • Date: The date your ad went live, and the period it will run for.
  • Product info: the name of the product etc.
  • Offer: If you are displaying a discount etc.

An example may be: 20.08-tshirts-20%off

Naming your Audiences

One valuable asset of your Facebook Ads is audiences. An adequately named audience should enable you to understand how it was set up and where or when you should use it.

You can create and name your audiences in the Audiences section of your Ad Account.

A good practice would be to include the type of audience website audience, lookalike, CRM list etc. and a time window. For example US-WebVisitors:180d is ideal to name the US visitors who came to your website in the past 180 days. You can also use UK-AddTocart:14days-excl.View14days if you are looking to create an audience of people who only added to their cart (cart abandoners).

Following a good naming convention ensures that your campaigns, ad set and ad consistency across your account. This will come in handy if you want to perform changes in bulk, such as update ad copy of specific ads, change post id, update targeting. Another thing this practice can help you with is that your client, team or the next agency that will come after you don’t have to guess how everything is set up and make the hand-over as smooth as possible!


In Business Factory, I work as a Facebook Marketing specialist helping both Czech and international clients to enhance their Facebook advertising efforts. For you, I wear my data-glasses and creative ideas-hat and share with you the tips, suggestions and tutorials that will help you step up your Facebook marketing game.


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