How to tame Facebook Ads Manager, Part 1 (Organization Tips)
Published: December 7, 2016
Author: Carolanne Hornung
Any marketing professional will agree that measurability of success is the most important part of any campaign. While we wish it were as easy as saying “Yes, it worked,” or “Let’s never try this again,” marketing campaigns have extensive amounts of data behind them that will help determine whether or not they were successful.
For those who run Facebook campaigns, the daunting feeling of Ads Manager may be as fresh as the first time you opened it. Ads Manager doesn’t have to be scary; here is the first blog post in a series of tips on how to minimize time in Ads Manager while maximizing your data’s value.
This may be the most important tip to help minimize time. When your account is well structured, your time spent searching and reporting can be cut significantly. Organizing your campaigns can be as easy as separating by goal (Acquisition, Retargeting, etc.) and objective (Website Conversions, Mobile App Installs, etc.).
For example, campaigns looking to retarget customers can simply be put in a campaign named “Retargeting”. Similarly, campaigns with a goal of acquiring new customers can simply be put in an “Acquisition” campaign. Below is an example of an easy way to organize your campaigns if you’re running only a few.
Of course, this will vary slightly if you’re running more than a few campaigns, especially if your campaigns span multiple geos and have different objectives. To keep organized, these campaigns would be named “Goal/Objective – Geo” or, for example, “Acquisition – Canada” or “Mobile App Installs – Canada.” From here, you’ll separate your different ad sets into the appropriate campaign. Below is an example of a way to keep your campaigns organized when they vary in goal, objective, and geo.
Ads and ad set organization
The organization doesn’t stop at the campaign level; ad sets and their ads should follow similarly structured naming conventions. At the ad set level, include who you’re targeting, what type of audience it is, and the geo (if applicable). If your ad set is targeting a 5% lookalike of your most valuable lifetime users in Ireland, naming your ad set “Ireland – Lookalike 5% LTV” will help you easily find the geo, target, and lookalike size while searching. This naming convention also makes it easier to group and sort your data once exported. Additional audience types might be website custom audiences (WCA), demographics, or even interests.
At the ad level, keep your naming consistent between the different creative and copy you use across your campaigns. For example, if you’re using the same infographic in ads both in the US and Canada, keep the ad name the same. When you’re searching for the ad in Ads Manager or looking through your data in Excel, it will be significantly easier to keep things simple, consistent, and organized.
On the flip side, if you’re using the same image but using different copy in ads, include the first few words of your copy in the ad name. For example, you’re running two ads that have the same infographic creative: one ad copy says “Learn How We Increased CVR by 40%,” while the other ad copy says “We Increased CVR by 40%. Learn how!” Naming these two ads “Infograph – Learn How” and “Infograph – We Increased” will allow you to easily differentiate between both ads while searching in Ads Manager and analyzing your data in Excel.
Do you have any tips or tricks that help you keep organized? Share them in the comments below! Keep an eye out for Part 2 of this series.