Campaign Setup
Part of Programmatic campaign setup
Building a readable campaign naming structure
Choose a clear campaign, insertion-order and line-item naming pattern that helps traders read reports and find saved records.
Choose a short field order so another trader can recognise a record in an export. Define each field once and keep the platform ID beside the name. The name helps people find a record; its saved settings govern delivery.
Give each level enough detail
In Display & Video 360, campaigns group insertion orders, which contain line items. Each level has a name field. A campaign name can identify the initiative and flight; an insertion order its buying group; a line item the rule that distinguishes that buy. These are team conventions, not Google requirements.
Brand | Initiative | Market | Flight
Brand | Initiative | Market | Flight | Buy group
Brand | Initiative | Market | Flight | Buy group | Rule
For example, a fictional campaign could use ExampleCo | Spring enquiry | AU | 2026-10; a display insertion order could append | Display; a distinct NSW prospecting line item could append | NSW prospecting. Use only fields that someone needs to identify or compare the record.
Define the tokens
| Field | Rule to document |
|---|---|
| Initiative | Use the approved brief name or a controlled short form. |
| Market | Say whether AU means national delivery or merely an Australian account. |
| Flight | Use one date format and specify whose dates it represents. |
| Buy group | Identify a real grouping, such as a shared budget or format. |
| Rule | Describe the buying distinction that makes the line item separate. |
Decide how a revised brief or temporary test will be labelled. A v2 suffix is useful only with a change record explaining what changed. Do not use a name as evidence of a budget, exclusion or frequency cap; inspect the saved control.
Key Naming Best Practices Summary
- Market code
- `AU` = Australia; clarify if national or regional
- No reliance on name
- Do not use name as evidence of budget, exclusion, or frequency cap
Test readability before launch
Read the hierarchy as it will appear in the team's handover or report. Can a reviewer distinguish the records without opening each one? Are market and flight tokens consistent? Do different buying rules have distinguishable labels?
Resolve ambiguous names and keep a mapping of names, platform IDs, owners and approved brief versions. That mapping also preserves the handover when a name changes.
