SKILLstrategy

Campaign Naming Convention

By Toffu
Toffu
campaignsnamingorganizationads
SKILL CONTENT

Use this naming convention for all ad campaigns, ad groups, and ads across every platform.

Campaign Name Format

[Platform]_[Objective]_[Audience]_[Region]_[Date]

Examples:

  • GADS_Search_BrandTerms_US_2026Q2
  • META_Conversions_Lookalike1pct_US_2026Q2
  • BING_Search_CompetitorTerms_UK_2026Q2
  • LNKD_LeadGen_CMOs_Global_2026Q2

Ad Group / Ad Set Name Format

[Targeting]_[Match/Placement]_[Variant]

Examples:

  • ExactMatch_BrandKeywords_v1
  • Feed+Stories_InterestMarketing_v2
  • Remarketing_SiteVisitors30d_v1

Ad Name Format

[Format]_[Hook/Angle]_[CTA]_[Version]

Examples:

  • Static_PainPoint_FreeTrial_v1
  • Video15s_HowTo_LearnMore_v2
  • Carousel_CaseStudy_SignUp_v1

Rules

  • Use underscores as separators, never spaces or hyphens
  • All caps for platform abbreviations: GADS, META, BING, LNKD, TKTK, TBL
  • Keep date as YYYYQN (quarter) or YYYYMM (month)
  • Increment version with _v1, _v2, _v3