Google Ads Naming Conventions Guide

Why Should You Care About Naming Conventions?

Let’s be honest– managing Google Ads can get messy, fast. That’s where naming conventions come in. Using a clear naming system lets you stay on top of your campaigns and view performance at a glance, without digging around in the weeds.

A good naming convention will help you to:

• Stay organised

• Quickly find what you’re looking for

• Use filters to view campaigns easily

• Collaborate easily with others

• See what’s working and what’s not

So, let’s keep things simple and create a system that saves you time and hassle.

What Should Be in Your Naming Convention?

When you name your campaigns, you want to include some key info. Here’s what matters most:

1. Campaign Type

   • Start by making it clear what type of campaign it is – is it a Search campaign, a Display campaign, or maybe Video?

   • Use short codes like: S_ for Search, D_ for Display, V_ for Video

   Examples:

   • S_Brand_Awareness_UK_Q4

   • D_Remarketing_Shoes_2024

2. Goal

   • What’s your goal? Are you trying to drive conversions, bring in traffic, or raise awareness? Add that to your campaign name.

   • Use codes like: Conv_ for conversions, Traffic_ for traffic, Aware_ for awareness.

   Examples:

   • S_Conv_London_Q4

   • D_Traffic_Shoes_Summer

3. Location

   • Are you targeting a specific area? If yes, add the location! It helps you easily spot where each campaign is focused.

   • Common codes: UK, US, NYC, LDN

   Examples:

   • S_Conv_UK_Q4_2024

   • V_Awareness_LDN_FashionLaunch

4. Product or Audience

   • What are you promoting, or who are you targeting? It’s always helpful to add the product category or audience group.

   • Example codes: Shoes_, B2B_, RMK_ for remarketing.

   Examples:

   • S_Conv_RMK_ShoppingCart

   • D_Traffic_B2B_IT

5. Timeframe

   • Is this a seasonal campaign, or does it run in a specific quarter? Add the time frame to keep track.

   • Example codes: Q4_2024, H1_2024, July2024

   Examples:

   • S_Traffic_Shoes_Summer2024

   • D_Conv_LeadGen_Q1

A Simple Formula for Naming Campaigns

You don’t need to overcomplicate things! Here’s a basic structure to follow:

Format: [Campaign Type]_[Goal]_[Location]_[Product/Audience]_[Timeframe]

Example: S_Conv_UK_Shoes_Q4_2024

You can use the same structure for your ad groups and ads, too!

Tips for Creating Easy-to-Use Names

1. Keep It Consistent: Make sure everyone on your team sticks to the same naming rules. This helps avoid confusion later.

2. Make It Short & Sweet: Don’t go overboard. Names should be short but still clear enough to know what the campaign is about.

3. Avoid Special Characters: Stick to underscores _ and dashes - to keep everything clean and compatible with tools.

4. Stay Flexible: Your naming conventions might need a refresh as your campaigns evolve. It’s OK to change things up, just keep it consistent once you do.

How to Name Your Ad Groups

For ad groups, focus on what you're targeting – whether it’s an audience or product – and the type of targeting (like keywords or demographics).

Format: [Product/Audience]_[Targeting Type]

Examples:

• Shoes_Women_BroadMatch

• B2B_IT_Demo

Naming Your Ads

Ad names should help you quickly understand the difference between your ads. Maybe you’re testing different headlines or images – include that in the name.

Format: [Ad Group]_[Ad Version]

Examples:

• Shoes_Women_TextAd1_HeadlineTest

• B2B_IT_DisplayAd1_Offer

By keeping things simple and consistent, your naming conventions will save you time and effort when managing Google Ads. You’ll know exactly what each campaign, ad group, and ad is doing, without having to dig around.