ON THIS EPISODE OF GO-TO-MILLIONS
There’s nothing more important to a media buyer or a creative team than their naming conventions.
My team spent forever on ours and it’s always evolving. I won’t go into every column because our generator carries on until column T but I think it’s important that there’s 1 central place where creative and paid decide together what an asset is BEFORE IT IS MADE.
A few important aspects of ours:
1️⃣. Job Number (this begins at 001 for each client) – important here when you don’t have to describe ads by attribute but by a code – then there’s never any question as to what asset we’re all talking about. Plus, the 00 in front of it feels a little fancy, no?
2️⃣. SKU – because we want to filter reporting and build funnels per product not per promotion, not per creative style, but per what the business needs to push. Easy to get top performers on lower-priced SKUs – that’s not what we’re doing. We’re studying each product alone and optimizing from there. Also, in case of an OOS or another reason to take down a product – let’s you be accurate and quick, quick, quick!
3️⃣. Information Level – we don’t have this column for all clients but for higher-priced items, classifying an ad by low-information and high-information helps us to attract different types of buyers. Carly (my Creative Director) says it best. Low-information = people have a problem and are looking for a solution
High-information = people are aware of this category of product as their solution and need convincing of which brand to buy.
We want them to buy from our brand. 🙂
4️⃣. Messaging Hook – defined as what makes this asset different at a glance. Our drop-down menu here features items like (but varies per client):
5️⃣. Spend Threshold Met – let’s us mark once live that the ad has reached scale and it’s early #s. For most of our ad accounts that’s 3x CAC but depends.
6️⃣. Scaled – if it left Creative Testing and was moved over to a scaling campaign (based on if it hit our KPIs once the spend threshold was met.
There are so many important inputs here and all that matters is that these naming conventions feed into better decision making and true ANALYSIS.
LMK if we should talk about this more. I could go on and on LOL.
