30 seconds to make your ad analysis less annoying

She’s started screaming…


“what took you so f***ing long?” My fiancé hisses at me as I run back into the dark room quickly and quietly (that is, in the way drunk people think they’re being quiet when stumbling home at 3am).

“sorry sorry sorry”

“here you go”

I hand her the drugs, and with one hand restraining while the other tries to force the syringe past those now locked shut lips.

Finally. The Calpol is administered, the shushing and rocking calms things, and our little 7 month old (Romy) will soon be numbed from the pain of teething and back asleep.

As will we.

A.A. Milne said – “One of the advantages of being disorganized is the joy of discovery

That’s all well and good, but charming a sentiment as it is – it doesn’t hold water in the middle of the night when you don’t know where you left the medicine and your screaming baby is moments away from waking up her older brother….

It also doesn’t work when it comes to marketing.

‘Discovering’ that one of your campaigns has been doing terribly for weeks without you noticing is not so joyful.

So let me fix that for you.

One of the easiest little fixes I get clients to implement when it comes to getting better results with their FB ads is using a simple naming protocol.

Most people are using the standard FB naming conventions, which can lead to confusion.

You end up with unclear names for things and everything takes longer – look at this example, I clicked 3 related campaigns from a recent client, and went to compare them at ad level, but I can’t easily tell which is which:

So what do you name them?

Glad you asked.

Here’s the naming protocol I recommend.

    • Campaign:
        • “Objective | description | date”
      • E.g. “Guide download | Overwhelm | Jun 2018” or “Purchase | blue widget | Sept 2018”
    • Ad Set:
        • “Description | date | testing variable“
      • E.g. “Overwhelm | Jul 2018 | email lookalike”  or “blue widget | Sept 2018 | Interest: tech”
  • Ad:
    • For your ads, just use the same name as the ad set, and do all testing (targeting, placement etc) at ad set level (this is the best way because of how FB does split-testing).

Or click here to download a copy of this to keep to hand

This sort of thing isn’t the most exciting topic in the world, but keeping your account organised is one of those little things that will take you 30 seconds at the time and save you 5 minutes every time you look it up.

Do it now.

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