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Mastering Ad Naming: Boost Organization and Creative Analysis

Mastering Ad Naming: Boost Organization and Creative Analysis


When it comes to managing ad campaigns, keeping track of your ad creatives can rapidly become disorganized and overwhelming. Often, teams resort to ad-hoc naming conventions, which can complicate organization and make identifying top-performing ads a challenge. This is where the power of proper naming conventions steps in.

In this guide, we'll explore why naming conventions are crucial for ad creative analysis, introduce our recommended naming convention, and show how you can utilize this naming convention to analyze your ads and uncover insights within Triple Whale Creative Cockpit.

Let's get started!

Why Naming Conventions Matter

Better Ad Management: When dealing with a large volume of ad creatives, appropriate naming conventions can aid you in staying organized and locating the ads you need effortlessly. By employing a consistent naming convention, you can swiftly sort, filter, and search through your ads to identify specific groups of creatives you need to address. This can save you invaluable time and effort, and prevent potential mistakes or oversights associated with ad-hoc naming conventions.

Improved Creative Analysis: Adopting a consistent naming convention also simplifies comparing the performance of different ad creatives. By incorporating pertinent details such as the ad type, the product being advertised, and the audience segment, you can quickly discern patterns in performance across varying groups of creatives. This empowers you to make data-driven decisions about which creatives to scale up, modify or replace, and retire.

Triple Whale’s Recommended Naming Convention

To help you stay organized and get the most out of your ad campaigns across all major platforms, we recommend using the following naming convention:

Theme_Type_Product_Asset_Hook_Text (shortened)_Headline (shortened)

Let's break it down:

  1. Theme: This refers to the overall concept or subject of the ad. For example, if you're running a holiday-themed campaign, the theme might be "Holiday2023".
  2. Type: This represents the type or format of the ad. For instance, if the ad is a video, you might use "Video". Other examples might include "Image", "Carousel", "Story", etc.
  3. Product: This specifies the product or service that the ad is promoting. If you're advertising a specific pair of shoes, for example, this might be the product name or SKU.
  4. Asset: This indicates the specific creative asset being used in the ad. It could refer to a specific image, video, or other creative material. This might be an internal reference number or a brief descriptor.
  5. Hook: This refers to the primary selling point or unique value proposition of the ad. It's the main message you want to communicate to your audience. For instance, it could be "FreeShipping" or "50PercentOff".
  6. Text (shortened): This is a shortened or abbreviated version of the ad's main text or copy. It should be concise and meaningful enough for you to understand the main content of the ad.
  7. Headline (shortened): This is a shortened or abbreviated version of the ad's headline. Like the text, it should be brief but still provide a clear sense of the ad's message.

Here's an example of how this naming convention could be applied to a specific ad creative:


Triple Whale’s Creative Cockpit

Triple Whale’s Creative Cockpit empowers ecommerce operators to unlock the full potential of their ad campaigns. Offering in-depth insights, intuitive data visualization, and customizable creative grouping, the Creative Cockpit streamlines ad performance analysis. Drive your creative strategy with precision, enhance ad resonance, and amplify your overall success by analyzing creative performance across your major social platforms with the Creative Cockpit.

Segmenting Your Ads with Creative Cockpit

Within Triple Whale’s Creative Cockpit, it’s easy to create segments to analyze your ads. See the visual below on how to get started.

There are several options of filters to create your segment. With our recommended naming convention, we can leverage the ‘Ad Name’ filter. (See below)

Using a structured naming convention allows you to easily create segments by focusing on a specific section of the naming convention. For example, you could create a segment of ads that all fall under the same theme, or you could determine which hooks work best by analyzing segments based off each hook.

Using Triple Whale’s Creative Cockpit to Analyze Your Ads:

Triple Whale offers a range of tools and features that can help you analyze your ad performance and uncover insights. By using Creative Cockpit in conjunction with the naming convention outlined above, you can quickly identify which ads are performing best and make data-driven decisions to optimize your campaigns.

Here’s an example. Let’s say we want to see what ad hook is performing best.

We’ll start by creating a segment with our hook example above—Spicy Grandma:

I want to compare my hooks against each other, to see which hook has the best Thumb Stop Ratio. From my segments, I going to select Spicy Grandma, Grumpy Grandpa, and Sweet Suzy. Once I’ve applied my three segments, I’m going to select Video and then instead of Creatives, I’m going to select Segments.

Once we’ve selected our view, we now can see what Segment is performing best over time with trend analysis by different metrics using the line graph:

(Pro Tip: I usually like to choose the same metric when using the line graph to keep it clean and easier to visualize)

Or we can aggregate the data over the same time period and compare it using the bar graph:

(Sweet Suzy might be getting the boot)

We can analyze more than just hooks with Segments. Theoretically, we could create a segment based on anything included in our ad nomenclature ****or anything that falls within Campaign Name, Adset Name, Ad Name, Campaign ID, Adset ID, and Ad ID:

Segments allow for more efficient creative analysis.

Wrapping Up

In conclusion, adopting a proper naming convention is crucial for organized ad campaign management and effective creative analysis. By using a consistent naming convention that includes relevant details like ad type, product, and audience segment, you can easily organize and locate ads, as well as compare their performance. This enables data-driven decision-making to optimize your campaigns.

Triple Whale's Creative Cockpit, combined with the recommended naming convention, empowers you to analyze ad performance, create segments, and uncover valuable insights for optimizing your campaigns.

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