How to name Facebook Ads

Purpose

To establish a clear and consistent naming convention for Facebook and Instagram ad campaigns. This ensures streamlined collaboration, efficient reporting, and rapid campaign analysis across SWEAT’s marketing team.

Scope

This SOP applies to all members of the Marketing Department at SWEAT, including Junior, Mid-Level, and Senior Marketing Specialists, as well as the Marketing Manager.

It governs naming conventions used in Meta Ads Manager (Facebook and Instagram Ads) for all client ad accounts managed by SWEAT.

This SOP does not apply to naming structures for Google Ads, organic content, email campaigns, or other platforms unless explicitly noted in future revisions.

Responsibilities

  • Marketing Manager

    Oversees adherence, leads quarterly reviews, and ensures updates are implemented.

  • Senior Marketing Specialists

    Support compliance and coach junior team members on correct application.

  • All Marketing Specialists

    Are responsible for using the correct naming convention during campaign build and launch.

Definitions

  • Campaign: The top-level structure in Meta Ads Manager where the advertising objective is set.
  • Ad Set: Defines targeting, budget, placements, and scheduling parameters.
  • Ad: The individual creative that appears to users (e.g., static image, video, carousel).
  • Placement: Where the ad is served (e.g., Feed, Stories, Reels).
  • Creative Version: A version identifier for testing variations (e.g., Video1, Static2).

Procedure

Follow these structures exactly when naming ads in Meta Ads Manager:

Campaign Level Naming Convention

Format:

YY.MM.DD | Brand | Objective

Example:

25.11.01 | SWEAT | Leads

25.11.01 | SWEAT | Awareness


Ad Set Level Naming Convention

Format:

YY.MM.DD | Campaign | Audience

Example:

25.11.01 | 8WC | Female


Ad Level Naming Convention

Format:

YY.MM.DD | Campaign | Audience | Angle | Creative

Example:

25.11.01 | 8WC | Open | Inclusions | Text


Examples

Campaign: 25.11.01 | SWEAT | Leads

Ad Set: 25.11.01 | 8WC | Female

Ad: 25.11.01 | 8WC | Female | Offer | Training Video


Campaign: 25.11.01 | SWEAT | Awareness

Ad Set: 25.11.01 | Global Access | Open

Ad: 25.11.01 | Global Access | Open | Video

Tools and Templates

Refer to this SOP in onboarding materials for new Marketing Team members.

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