Before we get into the juicy details, let’s take a quick second to define what we mean by naming conventions.
In the context of performance creative and digital marketing, naming conventions refers to how you name each one of your ads or creative assets. Typically, they follow some kind of formula designed to keep creative organized, and easy to find.
Yes, and here’s why.
We’re constantly thinking about how to maximize the reduced number of levers left for digital marketers to pull in the wake of changes to Meta and Google’s ad platforms over the past few years. And we operate on the idea ad creative is one of the only meaningful levers left for digital marketers to manipulate.
But, in order to use creative to effectively scale ad performance, brands need strategies that are backed by as much data and performance metrics as possible.
Over the past few months, we’ve experimented with creating a naming convention structure that breaks down as many creative variables of each ad as possible, instead of just covering the basics.
For example, an ad that we once would’ve named AlixEarle_v1, now gets a name like UGC Video_16-30s_Alix talking about her new favorite snack_Testimonial_Informative_Pickles_Alix Earlev_N/A_Bundle Page.
This seemingly small change to our process unlocked a treasure trove of new actionable data about why and how one version of an ad outperforms another. And we’ve found ways to analyze all that new data to fast-track creative testing, saving our clients a ton of time and money on blindly experimenting to understand what creative will resonate most with their customers.
When done right, naming conventions provide the foundation you need to effectively drive the creative iteration process.
By including key information about an ad in its name, you’re able to answer questions like…
When each ad is uploaded into Meta’s platform with information on key creative variables baked in, you’re able to dig more deeply into performance data than ever before. Gathering insights at the ad level is one thing, but digging deeper into the variables of the ads that drove, as well as impeded, performance is the necessary next step to take your ad account to the next level. This is especially true in a post-iOS 14 world where creative is one of the biggest areas where performance can be optimized.
The information they extract allows you to go way beyond traditional metrics like thumbstop, hold time, CTR, and ROAs to really get to the heart of what's working, and what isn’t.
Like with everything in digital marketing, overhauling your naming conventions without a strong strategy will get you nowhere, fast.
So, when thinking about what to standardize in your naming conventions going forward, there are a few best practices to be aware of.
When putting together a naming convention formula for our clients, these are the variable we typically want to track — and therefore make sure to include in each ad’s name:
If we want to get even more granular, we’ll also track variables like…
Once you’ve landed on a strategy with those two factors in mind, the effectiveness of the data you gather boils down to consistently applying that convention across every ad you create — and having an expert on your team to help pull key insights from the performance of each.
Looking to take your performance to the next level? Let’s talk.
With cutting-edge creative strategies and relationships with the partners your brand needs to succeed, Coast Digital takes the guesswork out of producing scalable campaigns.