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05/27/2020 | by Singlot
  • Online marketing
  • Performance marketing
  • Online advertising
  • Social media
  • Tips & tricks
Naming convention

Online marketing can be challenging on its own. There are so many variables you need to take into account: which platform I’m in, who is my target audience, where in the purchase process are they… but there’s an often overlooked element that can make your life as a marketer much easier. We’re talking about the naming convention.

Before you continue reading, we have a video to illustrate this post, so feel free to take a look!

Blog2 2

You decide it

A naming convention is just a set of rules you decide in order to name your online marketing efforts. To us, it means helping us organise our marketing campaigns, but to you it could mean a big help in your organic posting efforts. It is that versatile!

Having a clear naming convention in place, will not only make it easy to improve your workflow, but also read the results better, as well as letting new team members jump right in.

There is a naming convention for each of us, so you need to find which one works for you. Remember though it is important that your convention gives you the information you find useful in your case.

You may now be a bit confused as to how to start, so we thought we’d share our own naming convention.

We always divide our naming convention into three sections:

  1. Objective
  2. Audience
  3. Ad


Here we mention the campaign name, the objective we have for it, the month we start it and a digit (1 to 4) that refers to where we’re reaching the customer in the conversion funnel (link to blog 4 “always on”).


This is the section where we will note our audience and which platform we’re advertising on. There are so many platforms to choose from nowadays, that this became crucial.


Finally in the third section we talk about the ads we are going to use. We do this for a couple of reasons. Normally you’ll have more than one creative, so it’s important to label the ads correctly. The other reason has to do with A/B testing. If you’re running two different videos for the same audience, you need to name each video properly to know at a glance which performed better.

Building a naming convention

In order to illustrate our naming convention, we have an example. Let’s imagine a conversion Black Friday campaign, where we’ll use lookalike audiences on Instagram stories and where we’ll test two different creatives:

Blackfriday-conversion-nov-3 (campaign name, objective, month, funnel)

Blackfriday-IGS-LKvideo3 (campaign name, platform, audience)

Blackfriday-IGS-rediphone (campaign name, platform, creative 1)

Blackfriday-IGS-blackiphone (campaign name, platform, creative 2)

So get out there and start playing with your naming convention until you find one that is useful for you. Only by testing can you reach a point where you’re comfortable. However, if you’re not sure how to do it, reach out to us and let’s discuss it. We’re always happy to help!

Thanks for reading!