Setting up your ad account structure correctly from day one
- Again, lots of different styles/schools of thought here
- But believe me, you want SOME kind of clear system going into this
- What I’ve settled into over the years:
- Campaign: Optimization goal (purchase, lead, click, video view, etc.)
- Ad Set: Audience testing (split based on interests, demographics, etc.)
- Ads: Testing different messaging/creatives
- Also pay attention to your naming conventions:
- Campaign: [DATE] || [CONVERSION EVENT]
- Ad Set: [DATE] || [CONVERSION EVENT] || [AUDIENCE]
- Ad: [DATE] || [CONVERSION EVENT] || [AUDIENCE] || CREATIVE IDENTIFIER
- Let’s take a look at one of my accounts…