1. Objective
The objective of this SOP is to establish a standardized, logical, and consistent naming system for all components within a Google Ads account (Campaigns, Ad Groups, Ads, Audiences, etc.).
Key Benefits:
- Easy Navigation & Management: Quickly find and edit any component in any account, regardless of its size or complexity.
- Effective Analysis & Reporting: Easily filter, segment, and aggregate data in both Google Ads and external reporting tools (e.g., Looker Studio) for deeper insights.
- Error Reduction: Avoid confusion when applying settings, budgets, or making bulk changes.
- Faster Onboarding: Help new team members quickly understand the structure and history of an account.
2. When to Use this SOP
This procedure must be applied AT ALL TIMES when creating any new asset within a client’s Google Ads account, including but not limited to:
- Campaigns
- Ad Groups
- Ads / Creatives
- Audiences
- Conversion Actions
3. Responsible Parties
All team members who have access to and edit Google Ads accounts, including (but not limited to):
- Ads Specialists
- Technical Specialists
- Account Managers
4. Core Principles
- Clarity over Brevity: The name should be clear enough for another person to understand its contents without having to click into it.
- Consistency: Use the same structure, format, and abbreviations across all client accounts.
- Scalability: The naming system must work effectively for an account with 5 campaigns as well as one with 500 campaigns.
- Data-Driven: The components within a name should be useful elements for filtering and data segmentation.
5. The Naming Formulas
Use an underscore _ to separate components. Components in square brackets [] are variables that should be replaced with specific information.
5.1. Campaign Naming Convention
This is the most important level, providing a high-level overview of strategy and purpose.
Formula: [CampaignType]_[Targeting]_[Objective/Product]_[Identifier]
| Component | Description | Examples |
| [CampaignType] | The type of campaign. (See Component Dictionary in section 6) | SRCH, PMAX, DISP |
| [Targeting] | The primary geo-location or audience type. | US-CA, UK, RE (Remarketing) |
| [Objective/Product] | The main business goal or product line. | Leads-RealEstate, Sales-WomensFashion |
| [Identifier] | (Optional) A unique identifier for tests or promotions. | Test-Bidding, Promo-Q4, Brand |
5.2. Ad Group Naming Convention
The Ad Group name must reflect the keyword theme or audience targeted within.
Formula (for Search): [KeywordTheme]_[MatchType]
| Component | Description | Examples |
| [KeywordTheme] | The central theme of the keywords in the group. | Luxury-Apartments, AC-Repair-Service |
| [MatchType] | (Optional) The primary match type used. | P (Phrase), E (Exact), B (Broad) |
Formula (for PMax / Display / Video): [Audience]_[CreativeAngle]
| Component | Description | Examples |
| [Audience] | The audience targeted by the asset group. | InMarket-RealEstate, Custom-Competitors |
| [CreativeAngle] | The creative angle or format. | Image-Lifestyle, Video-Testimonial |
5.3. Ad Naming Convention
Helps to easily identify and compare the performance of different ad creatives.
Formula: [AdType]_[Angle/Hook]_[Date]
| Component | Description | Examples |
| [AdType] | The ad format. | RSA (Responsive Search Ad), IMG (Image) |
| [Angle/Hook] | The main message or offer being tested. | Best-Price, Free-Shipping, Payment-Plans |
| [Date] | The date the ad was created (Format: YYYYMMDD). | 20250822 |
5.4. Other Asset Naming Conventions
- Audiences: [Source]_[Type]_[Detail]
- Examples: GA4_All-Visitors_30D, CustomerList_VIP_2025-Q3, Ads_Video-Viewers_90D
- Conversion Actions: [Source]_[ActionName]
- Examples: GA4_Generate-Lead, GA4_Purchase, Ads_Phone-Call
6. Component Dictionary
This is the official reference table for standard abbreviations.
| Component | Code | Description |
| Campaign Type | SRCH | Search |
| PMAX | Performance Max | |
| DISP | Display | |
| VID | Video | |
| SHOP | Standard Shopping | |
| Targeting | US-CA | United States – California |
| UK | United Kingdom | |
| WW | Worldwide | |
| RE | Remarketing | |
| PROS | Prospecting | |
| Match Type | P | Phrase Match |
| E | Exact Match | |
| B | Broad Match | |
| Ad Type | RSA | Responsive Search Ad |
| IMG | Image / Static Ad | |
| VID | Video Ad | |
| Audience Source | GA4 | Google Analytics 4 |
| Ads | Google Ads Tag (e.g. video viewers) | |
| CustList | Customer List |
Adhering to this SOP demonstrates professionalism, discipline, and a systematic approach by the entire team.