Here’s our naming convention for Meta Ads. We have three layers of targeting: Top Funnel, Middle Funnel and Bottom Funnel targeting.

Properly naming our Facebook and Instagram ads is crucial for seamless campaign management, efficient reporting, and effective collaboration among team members. This guide provides a standardized naming convention that all team members should follow to ensure consistency and clarity.

Naming Structure #

We use a three-layered funnel system for our targeting, which is reflected in our ad naming convention:

1. Top Funnel (ToFu): This targeting aims at potential guests who are at the awareness stage of the buying cycle. They are generally not familiar with our clients property or brand.
2. Middle Funnel (MoFu): This targeting focuses on potential guests who have shown interest in our product/service but haven’t made a purchase or significant commitment yet. Interest may be from being a past guest (custom audience of email list), retargeting (via website visitors – Pixel) or those who like or engage with either FB or IG pages.
3. Bottom Funnel (BoFu): This is for guests who are at the decision stage and are most likely to convert, either by making a purchase or some other conversion activity. Typically this is retargeting a very deep visit into the funnel (visiting the checkout page, but NOT converting).

Ad Naming Format #

Our ad names should follow this format:

[Funnel Stage] – [Ad Type]

Where:

• [Funnel Stage] can be:
• ToFu (Top Funnel)
• MoFu (Middle Funnel)
• BoFu (Bottom Funnel)
• [Ad Type] represents the specific purpose or type of the ad. For instance:
• Traffic
• Lead Generation
• Conversions
• Brand Awareness

Examples #

1. A top funnel ad aimed at driving website traffic would be named:
   ToFu – Traffic
2. A middle funnel ad focused on generating leads would be:
   MoFu – Lead Generation
3. A bottom funnel ad aimed at increasing conversions would be:
   BoFu – Conversions

Best Practices #

1. Consistency is Key: Always use the given naming convention. This makes it easier for the team to identify and manage campaigns.
2. Avoid Abbreviations: Other than the funnel stage abbreviations provided (ToFu, MoFu, BoFu), try to avoid using any other abbreviations. This ensures clarity.
3. Review Before Publishing: Double-check the ad name before launching to ensure it follows the convention and avoids any potential mistakes or typos.

Conclusion #

Using a standardized naming convention for our Facebook and Instagram ads is essential for the effective management and tracking of our campaigns. Ensure you familiarize yourself with the format and best practices mentioned above and apply them consistently in all your campaigns.