Sum Digital Tips and Tricks to help you name, organize and ease reporting on your Facebook Ads and Google AdWords Campaigns.

1. Tips & Tricks
NAMING FACEBOOK
CAMPAIGNS

2. A good naming system is the first
step to creating an organized
account

3. CAMPAIGN LEVEL
Group campaigns by the three main distinguishing
attributes of Facebook ads – device, placement,
and targeting.
For example, separating out right column and
newsfeed ads into separate campaigns keeps the
millions of impressions for right column ads from
skewing the performance data of your newsfeed
ads, with relatively less inventory, when viewed at
the campaign level.

4. CAMPAIGN LEVEL
Here is an example of what a recent test for one of our
clients looked like, using a Website Custom Audience to
retarget their website visitors. This format :
[DEVICE] [PLACEMENT] [TARGETING] Campaign Name
helps us to know generally how these big-picture segments
behave, and also works as a filter, since sorting
your campaigns by name now sorts them by device, then
placement, then targeting, in alphabetical
order.

5. AD SET LEVEL
Here is an example of ad sets within these two campaigns,
each running a creative test of American flag and beach
images. Each ad set has one ad within, with the same
name. With this naming, all of the information needed for
reporting is available without having to click into the ads.
Also, the | symbol between the campaign name and the
creative, shows which ads are being tested against one
another at a glance.

6. ANALYZING IN EXCEL
When analyzing the performance of your ads in Excel,
it’s helpful to parse the attributes of campaigns, and
create pivot tables to see data rolled up in any
dimension.
The following trick is great to use when exporting
your campaigns or ad sets into Excel, that will make
analyzing the data more dynamic, and ultimately
more useful.

7. ANALYZING IN EXCEL
The formula will search the cell in the campaign name
column, and display words according to whether or not
the searched term is found.
You can string the equation along indefinitely to
allow for all possible terms and end the formula with
“error” to see ifanything has been missed when the
word error shows up in the column.
The formula
=IF(ISNUMBER(SEARCH(“term“,Cell#)),”display
term if found“,”display if not found“)

8. ANALYZING IN EXCEL
Here’s an example of how this can be used to make your
table more robust, and provide you with more options to
pivot on (I duplicated some ad sets and changed their
names to show more data)

9. About
Sum Digital
President
@tdwhalenho
TERRY WHALEN
Vice President
@jmthefourth
JOEY MULLER
240 2nd Street - 2nd floor
San Francisco, CA 94105
(415) 673-3220
info@sumdigital.com
SUM DIGITAL