With creative performance, you want to be able to pull as many creative insights out as possible - this is where your ad naming conventions come into play!
The biggest sticking point when it comes to ad naming is not including enough within your ad names, or including everything and anything which gets too granular and makes it hard to pull higher level trends and insights.
With that in mind, here is our recommended elements of an ad name that everyone should be tracking!
Creative Format: Video, GIF, Static
Ad Type: What is the larger bucket for this type of ad? When you look at all of your ads how can they be divided out? This may be UGC, advertorial, flat lay, product on model, etc. These should be broad categories, not specific.
Messaging Theme: What is the crux of the message you are using? If you are doing lots of mashups you may end up breaking this into different modules like hook message, post hook message etc.
Visual Theme: When looking at previous ads you've run (or new ones you are launching) what visual themes emerge? This may be post-it note, before & after, unboxing, etc.
Video Length: I like to bucket this into <3s, 4-6s, 7-15s, 16-30s, 30s+. If you are running long-form content then I would add additional buckets.
Offer Type: If you are heavily running offers and it isn't the main messaging theme, this is great to include. Even things like 'Free Shipping' are great to capture in this bucket.
Talent Descriptors: If you are using lots of ads with humans, it is great to capture attributes about the person. This could be their name so that you could find overall talent performance, or you could lean into larger trends like age (I typically use generations), gender, and/or vibe.
Hop over to our next lesson to find Tell Stories and Build Hypotheses with Metrics.
Resources:
If you want to explore a more advance naming convention recommendations, check out our Optimized Ad Naming - Creative Learnings Template!