December 5, 2018

Things they don’t tell you about Facebook ads (#2)

The frustrating thing about Facebook ads is nothing works indefinitely: you need to test a wide range of offers, ads, incentives and bonuses.

The result of which is your ads account can quickly look like a creative bomb site. It quickly becomes difficult to find campaigns you created more than a week ago, or determine what settings you used.

The answer is to use a consistent naming syntax, where information about the campaign, ad set or ad is contained within the name itself.

For example I might name a campaign using the following structure:

Thing I’m promoting | Campaign objective

E.g. ‘Magnetic Expertise book | Conversions’

Within that campaign I’ll have one or more ad sets, which is basically a group of people I’m targeting. I’ll store as much information about the targeting settings as possible in the name, so I know instantly what each is doing.

E.g. ‘Warm 7 Day Audience | US | Mobile | Newsfeed only | £25/day | End 31/12’

My ad might then be called:

‘Book cover image | Funnel rant text | Buy now button | Link to order form’

It takes about an extra ten seconds to name things in that way, but doing so means I can glance at any campaign, ad set or ad, and know exactly what it is supposed to do. As far as I know, there’s no character limit to these names. So give your future self a clue what you were thinking when you set the thing up.

I use a similar naming convention to this in Google AdWords and Infusionsoft. It saves hours of time later on, and is essential if you have multiple people working on these things.

If you wanted to you could shorten your names down to an abbreviated code, but unless you’re operating at scale I’d just use full words separated by pipe signs.

This is a very simple organisational step that very few people do… often because ads are created in a hurry. Taking a few extra seconds to name things correctly is always worth the effort, in any platform.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.