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How To: Naming Facebook Ad Campaigns

No one talks about naming facebook ads, but do you know that it is important for you to identify your ads and campaigns effectively when you are tracking them? Learn more here.

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Naming Facebook ad campaign

You just launched your first Facebook Advertising Campaign! However, you are not sure on naming Facebook ad Campaigns? Here’s a quick guide to naming your Facebook ad Campaigns, Ad Sets and Ads so you know exactly what you launched a few days ago…

The goal of naming your campaigns is to provide structure to your campaigns so you can easily and quickly identify and differentiate your campaigns, ad sets and ads. Instead of going in to each and every campaign, adset and ad that you have, you can take a glimpse of the naming to identify your ad campaigns.

Before we start on naming Facebook ad campaigns, let’s start by looking at the structure of the Facebook Ad.

Naming Facebook Ad Campaigns: Structure



Your AD is grouped within ADSETS (or ADVERT SETS), which in turn are grouped within CAMPAIGNS.

When naming your Facebook ad campaigns, you need to ask yourself: “What is the most important information that you want to display on the name?” The key to an effective naming convention is to look at the purpose of each of these groupings:


1) Campaign: This is where you set your campaign objective (Website clicks, Website Conversions, Page Likes… etc).

2) Adset(s): This is where you specify the audience targeting of your ads, specify conversion events, ad placements, and bidding.

3) Ad(s): Everything ad creative related, like images, videos, carousel, etc (doesn’t include targeting).

Naming Facebook Ad Campaigns: Examples

Here’s an example ad and how you would name it:

  • Campaign – Objective: Website Conversion
  • Adset #1 – Audience Targeting: 18-35 Year, Malaysia old men, Interest: Cooking
  • Adset #2 – Audience Targeting: 18-35 Year old Malaysia,women, Interest: Cooking
  • Ad (1 per adset) – Page Post Link Ad With Yellow Background

In this scenario, here’s how I could name each item. (note this is a simplified example, naming conventions can go much more deeper than this)

Campaign Name: Cooking, Malaysia – Lead Generation

Why did I put cooking as the name of the campaign, despite targeting being on the adset?

It’s because both adsets had cooking and Malaysia as a constant. I didn’t put age group in campaign name because I wanted to split test new age groups within the same campaign.

Adset #1 Name: 18-35 Males

Adset #2 Name: 18-35 Females

Self explanatory, now I have the flexibility to test different age groups and gender combinations (Men + Female, not what you are thinking) to see what works best.

For Ad, I named it as – Yellow Page Post Ad. This can be anything to describe the creative. For example if it was a red background, you could name the ad Red Page Post Ad. You can also name is as the format of your creatives, like video, carousel or catalogue ad.

You can also setup a name template for your ad account for future use. However, do aware that each ad account only supports one name template for your campaign, one for your ad set and one for your ads. Any edits made to an existing template will only be applied to future campaigns, ad sets or ads. Any name templates you have previously created and applied will be turned off for your existing campaigns, ad sets or ads. Only the names will be saved. You can edit existing campaigns, ad sets or ads to turn on your newly created template.

In summary, with a good naming structure you’ll be able to quickly and effectively identify your campaigns, adsets and ads for easy optimization.

Let us know in the comments below if you’d like to share your own unique naming conventions!

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