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Campaign Naming Convention

Campaign Naming Convention

Bench naming convention was designed to easily identify and manage data in a coherent and logical manner. The main aim of using a naming convention was to provide greater efficiency in data handling, reduction in errors in data process and design; and more importantly, reduced confusion among users who handle the data. 

The below sections will address all predefined naming conventions and formats to be used across all platforms.

Campaign Name

The naming convention for the Campaign name (applied at the campaign-level within an ad-buying platform) incorporates a number of dimensions including Advertiser, Campaign, Layer, Channel, Partner, Source/Media Type and Platform. Whilst other naming conventions for audiences and ads can be considered optional (data for these dimensions will appear as ‘Unknown’ within reporting), the campaign naming convention is vital in ensuring data is categorised to the correct Advertisers, campaigns etc.

Campaign naming convention:

  • c[Advertiser Code]-[Campaign Code]-[Layer]-[PartnerCode]c-

Example:

  • eg: c[SSSW]-[EcoLa]-[AW]-[A82tV]c- Scarlet Eco Campaign

     a)  For [Layer], possible values include:

  • AW - Awareness Layer

  • EN -  Engagement Layer

  • LD  -  Leads Layer

  • DR  -  Direct Response Layer

  • AQ  -  Acquisition Layer


To ensure data accuracy within Bench Connect, do not edit any values within the provided campaign naming convention (between the ‘c' and ‘c-’ values). Additional values can be appended to the provided naming convention provided that it appears outside of the ‘c’ identifiers. In the example provided above, a friendly identifier (’Scarlet Eco Campaign') for the campaign activity has been accurately appended to the end of the naming convention string.


Audiences / Ad Sets / Line Items

The Audience naming convention reflects the Audience Group, Audience Strategy and Behaviour (Prospecting vs. Retargeting) values defined during the audience profiling process. This value is applied at the Ad Set, Ad Group, Line Item or similar level within each specific buying platform.


Audience naming convention:


Advertiser-Campaign-a[Audience Group]-[Audience Strategy]-[Behaviour]a-


Example:


eg: SSSW-CC-a[Sales]-[AU]-[RT]a-


Ads / Creatives

The Ad naming convention reflects the 3 creative-level dimensions that are used to define each Ad uploaded to Bench Connect. They are the Promo and Message information and the Ad-version if required. 


Ad naming convention:

  • Advertiser-Campaign-m[Promo]-[Message]m-Ad Version

Example:

  • eg: SSSW-CC-m[Winter Sale]-[Sustainable Materials]m-16:9_15'

Conversion Pixels

For any pixel-based goal, a conversion pixel naming convention will need to be applied within the ad-buying platform. The specific Goal Name will be dictated by the Goal name selected within the ‘Goals’ page of your campaign.

Conversion Pixel Naming Convention:

  • p[AdvertiserCode]-[Goal Name]p-

Example:

  • eg: p[SSSW]-[Leads]p-

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