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How to easily create structured advertising campaign names [FREE TOOL]

Written by Juuso Lyytikkä, Head of Growth at Funnel, November 14
4 min read
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I recently wrote a post about how to name your advertising campaigns in a way that makes managing your ad accounts easier. One of the most important learnings from that post was to be consistent when naming ad campaigns. This means, always use the same structure, the same variables and share this information with everyone managing campaigns in ad accounts. This sounds like a fairly easy task, but the truth is it's hard to follow these guidelines if you don't have a structured process in place.

To help you out, we’ve decided to share our campaign name and URL builder. In this post we're going to show you step-by-step how to get started with it. 

Open Campaign name & URL builder spreadsheet

create ad campaign

 

How to use campaign name and URL builder

Start by opening our campaign name and URL builder spreadsheet and make a copy of it. 

Step 1) Where is your traffic coming from? 

Add the sources you use to drive traffic to your website

Utm_source is the referrer of the visits, e.g., google, facebook, bing, twitter.  By adding traffic source to your utm-tagged destination URL helps Google Analytics to understand where the traffic is coming from and thus attribute it to right traffic source.

create ad campaign

 

Step 2) What kind of traffic are you driving to your website? 

Add the different traffic types you use to drive traffic to your website

Traffic type (utm_medium:  e.g., cpc, cpm, social, email) allows you to get insights on how the traffic you drove to your website was bought and whether it was organic or paid.

create ad campaign

 

Step 3) How do you want to group your ad campaigns and advertising data?

Add campaign variable categories to get better insights and for easier grouping

Add campaign variable categories to make your campaign names more informative and your ad accounts easier to handle. Also, by using thought through categories allows you to easily group and filter your advertising campaign data and hence makes analyzing the data easier. 

Before adding any, discuss and decide with your team which ad campaign variables to use. You can find inspiration for campaign variables in our post about campaign namings.

create ad campaign 

Step 4) What are you advertising, to who, and how?

Fill categories with values that mirror your business

Give all your categories values that make sense for your business. If you're advertising for multiple product categories or brands give them all a value under respective category. This way your ad campaign names will be packed with information which will allow you to create a better account structure that is easily interpreted. Finally, consider creating a coding frame to shorten the variables in your campaign name. This could be useful if your planning to use multiple variables in your campaign names. 

 
create ad campaign

Step 5) Start building

Create your first ad campaign name and utm-tagged destination campaign URL 

Start by pasting the landing page url into the “Destination URL” column. Choose utm_source and utm_medium from the drop-down list and give values to the rest of the campaign variables. The campaing name builder will create and update your ad campaign name and utm-tagged destination URL automatically.

create ad campaign

 Create your campaign name and utm-tagged destination URL

 

Step 6) Add campaign name to ad platform

Copy campaign name and paste it as campaign name in ad platform

Once you've added destination URL, utm_source, utm_medium and all the campaign variables you'd like to use, just copy the campaign name from the “orange area” and paste it as campaign name in the ad platform you’re using. By copy pasting the campaign name directly into the ad platform you ensure that your tracking platform can do a good job linking your ad platform data with your website data. 

advertising campaign ideasCopy the campaign name 

 

advertising campaign ideas

Paste it as campaign name into the ad platform you're using

 

Step 7) Add UTM-tagged destination URL

Copy and paste full destination URL as destination URL in ad platform

campaign url

Copy the utm-tagged destination URL

campaign urlPaste it as destination URL in the ad platform you're using

 

And you're done. Easy right? As it should be.

Hope you’ll find this useful. As always, if you have any feedback on how to make our builder even better, drop us a line in the comments.