sum digital tips and tricks for campaign naming
DESCRIPTION
Sum Digital Tips and Tricks to help you name, organize and ease reporting on your Facebook Ads and Google AdWords Campaigns.TRANSCRIPT
A good naming system is the firststep to creating an organizedaccount
CAMPAIGN LEVEL
Group campaigns by the three main distinguishingattributes of Facebook ads – device, placement,and targeting.
For example, separating out right column andnewsfeed ads into separate campaigns keeps themillions of impressions for right column ads fromskewing the performance data of your newsfeedads, with relatively less inventory, when viewed atthe campaign level.
CAMPAIGN LEVEL
Here is an example of what a recent test for one of ourclients looked like, using a Website Custom Audience toretarget their website visitors. This format :[DEVICE] [PLACEMENT] [TARGETING] Campaign Name helps us to know generally how these big-picture segmentsbehave, and also works as a filter, since sortingyour campaigns by name now sorts them by device, thenplacement, then targeting, in alphabeticalorder.
AD SET LEVEL
Here is an example of ad sets within these two campaigns,each running a creative test of American flag and beachimages. Each ad set has one ad within, with the samename. With this naming, all of the information needed forreporting is available without having to click into the ads.Also, the | symbol between the campaign name and thecreative, shows which ads are being tested against oneanother at a glance.
ANALYZING IN EXCEL
When analyzing the performance of your ads in Excel,it’s helpful to parse the attributes of campaigns, andcreate pivot tables to see data rolled up in anydimension.
The following trick is great to use when exportingyour campaigns or ad sets into Excel, that will makeanalyzing the data more dynamic, and ultimatelymore useful.
ANALYZING IN EXCEL
The formula will search the cell in the campaign namecolumn, and display words according to whether or notthe searched term is found. You can string the equation along indefinitely toallow for all possible terms and end the formula with“error” to see ifanything has been missed when theword error shows up in the column.
The formula=IF(ISNUMBER(SEARCH(“term“,Cell#)),”displayterm if found“,”display if not found“)
ANALYZING IN EXCEL
Here’s an example of how this can be used to make yourtable more robust, and provide you with more options topivot on (I duplicated some ad sets and changed theirnames to show more data)
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TERRY WHALENVice President@jmthefourth
JOEY MULLER240 2nd Street - 2nd floorSan Francisco, CA 94105(415) [email protected]
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