Tutorial naming conventions ·1 min ·Recorded Apr 2021

Motion: Naming Conventions

Elliott Brand explains that robust ad naming conventions are essential for effective creative analysis in Motion. He demonstrates how structured names allow users to segment ads into comparison groups to test hypotheses, such as comparing the performance of images versus videos. Brand outlines the key components of an ideal naming convention and directs viewers to a Motion blog post that includes a free template generator.

Outline

What's discussed, in order

The Importance of Naming Conventions for Creative Analysis

Frameworks presented

1 named framework

01 The Ideal Ad Naming Convention

A structured method for naming ads that includes key testable elements to facilitate creative analysis.

presenter's own (Motion / Elliott Brand) · ~00:33Play

Claims & hot takes

What's actually believed — in their own words

The more robust your naming conventions are, the more value you'll be able to get out of Motion.

Elliott Brand · 2021 · observation 00:04 #

Naming conventions are important because they allow you to identify the various hypotheses you are running about your creatives.

Elliott Brand · 2021 · observation 00:10 #

To effectively test a hypothesis like images vs. videos, you must be able to identify which ads belong to which category.

Elliott Brand · 2021 · observation 00:17 #

The best naming conventions include a standard set of elements (ad type, offer, angle, landing page path, etc.).

Elliott Brand · 2021 · opinion 00:29 #

Tactics & anti-patterns

The do's and don'ts pulled from the session

Do this

Elliott Brand: Implement robust and consistent naming conventions for all ads. 00:04 #
Elliott Brand: Include key testable variables in your ad names, such as Ad Type, Offer, Marketing Angle, and Landing Page Path. 00:33 #
Elliott Brand: Use your naming convention to filter and segment ads into Compare Groups to test hypotheses. 00:16 #
Elliott Brand: Use the linked Motion blog post and its free template generator to get started with naming conventions. 01:00 #

Don't do this

Named entities

Everything referenced on-screen and by name

People mentioned (excluding speakers listed above)

Brands / companies referenced

Tools / products referenced (excluding Motion)

Google Sheets — The blog post references a Google Sheet template for naming conventions ("SETUP FASTER NAMING CONVENTIONS WITH OUR GOOGLE SHEET TEMPLATE").

External frameworks / concepts cited

Ad examples shown

1 ads referenced

Show all 1 ads with extraction details

Ad #1 — Potted plant ad example

unknown brand ·image ·01:00

Duration shown in this video: 5 seconds
Hook (first 3 sec): N/A, this is a static image. The image shows a potted plant in a basket on the floor of a minimalist white room.
Product / pitch: The image features a houseplant, but it is used as a generic placeholder to illustrate ad naming conventions, not to sell a specific product.
Key on-screen text: The ad image itself has no text. The graphic overlaying it contains the following labels pointing to different parts of a hypothetical ad name: "Creative Name", "Ad Type", "Offer", "CTA", "Destination". The blog post title above is "THE IDEAL AD NAMING CONVENTION FOR CREATIVE ANALYSIS".
Key spoken lines: None used
Visual style: polished
CTA / offer (if shown): None used
Narrative arc: None observable
Why shown in this video: To visually illustrate the components of an ideal ad naming convention, as part of a screenshot of a blog post on the topic.
Speaker's take: "We've created a a comprehensive blog post about naming conventions that you can find below and it also includes a free template generator that you can use to get started."

Slides & visual artifacts

4 slides, in order

Show all 4 slides with full slide content

Slide #1 — Naming Conventions Title Card

text-overlay ·00:03 ·Play

Title / header text: Naming Conventions
Body content: None used
Embedded data (charts/tables): None used
Embedded examples: None used
Annotations / visual emphasis: None used
Reveal state: None used
Re-reference: None used
Speaker's framing: "...is that the more robust your naming conventions are, the more value you'll be able to get out of motion."

Slide #2 — Compare Groups UI

screenshot-with-annotations ·00:16 ·Play

Title / header text: COMPARE GROUPS - Segment your ads into groups and compare them
Body content: - Search bar with text: "Images vs Videos" - Group A: Images | Search and filter - Group B: Video | Search and filter - Buttons: + Add Group, + Filter All Groups
Embedded data (charts/tables): None used
Embedded examples: None used
Annotations / visual emphasis: At 00:23, a dropdown menu appears from the "Search and filter" box for Group A, showing the following options: - Search bar with text: "image" • Campaign contains "Single Image Ad" • Ad set contains "Single Image Ad" • Ad contains "Single Image" • Campaign name contains image • Ad set name contains image • Ad name contains image (mouse cursor hovers over this option)
Reveal state: - 00:18: The text "Images vs Videos" is typed into the main search bar. - 00:24: The text "image" is typed into the "Search and filter" box for Group A, revealing a dropdown menu.
Re-reference: None used
Speaker's framing: "So let's say you wanted to test whether images are working better or videos. Well, you would need to be able to identify which ads are running images, which ads are running videos to be able to compare them against each other."

Slide #3 — Naming Convention Elements

text-overlay (bullet list) ·00:33 ·Play

Title / header text: None used
Body content: - Ad Type - Offer - Marketing Angle - Landing Page Path
Embedded data (charts/tables): None used
Embedded examples: None used
Annotations / visual emphasis: None used
Reveal state: The list items appear one by one. - 00:33: "Ad Type" appears. - 00:37: "Offer" appears. - 00:42: "Marketing Angle" appears. - 00:48: "Landing Page Path" appears.
Re-reference: None used
Speaker's framing: "The best naming conventions usually have a set of things included in them. Things like ad type... things like offer... things like what is the angle... what is the landing page path..."

Slide #4 — Blog Post Screenshot

screenshot-with-annotations ·1:00 ·Play

Title / header text: THE IDEAL AD NAMING CONVENTION FOR CREATIVE ANALYSIS
Body content: - Author info: Elliott Brand, Product Marketing Manager, Motion, @ElliottBrand - Top right ad: • Logo: Motion • Text: Stop guessing what creative works best • Image: Screenshot of a bar chart UI - Main article title: The Ideal Ad Naming Convention for Creative Analysis - Sub-header: SETUP FASTER NAMING CONVENTIONS WITH OUR GOOGLE SHEET TEMPLATE - Body text snippet: "As a critical component of a well-structured ad account, naming conventions should reveal the most important details of an ad at a glance. And with Motion, strong naming conventions unlock a world of creative analysis." - Section header: Why Naming Matters
Embedded data (charts/tables): None used
Embedded examples: - An example ad creative showing a plant in a pot.
Annotations / visual emphasis: - An arrow points to the example ad creative. - Labels point from the ad creative to text boxes: Creative Name, Ad Type, Offer, CTA, Destination.
Reveal state: The speaker scrolls down the page, revealing more of the blog post.
Re-reference: None used
Speaker's framing: "We've created a comprehensive blog post about naming conventions that you can find below, and it also includes a free template generator that you can use to get started."

Full transcript

Verbatim transcript, speaker-tagged

Read the complete 19-paragraph transcript

Speaker 1: One of the first things you'll learn really quickly is that the more robust your naming conventions are, the more value you'll be able to get out of motion.

White text box overlay with black text: "Naming Conventions"

Speaker 1: The reason naming conventions are really important is that they allow you to identify the various hypotheses that you're running about your creatives.

Screenshot of a software interface. The speaker's video feed is in a circle on the bottom right. The interface has a search bar at the top and a section titled "COMPARE GROUPS - Segment your ads into groups and compare them". There are two groups, A and B, labeled "Images" and "Video".

Speaker 1: So let's say you wanted to test whether images are working better or videos.

The user types "Images vs Videos" into the search bar at the top of the interface.

Speaker 1: Well, you would need to be able to identify which ads are running images, which ads are running videos to be able to compare them against each other.

The user clicks the "Search and filter" box for the "Images" group. A dropdown menu appears. The user types "image" into the search box. The dropdown menu shows suggestions like "Campaign contains 'Single Image Ad'" and "Ad name contains image".

Speaker 1: The best naming conventions usually have a set of things included in them. Things like ad type,

Text overlay on the left side of the screen: "Ad Type"

Speaker 1: is it an image, a video, a carousel, things like offer,

Text overlay on the left side of the screen, below "Ad Type": "Offer"

Speaker 1: is there a promo code, is it free shipping, things like what is the angle?

Text overlay on the left side of the screen, below "Offer": "Marketing Angle"

Speaker 1: Is it um featuring a testimonial? Is it product focused? What is the landing page path?

Text overlay on the left side of the screen, below "Marketing Angle": "Landing Page Path"

Speaker 1: Are you sending traffic directly to the product page or to a custom landing page? And all of the other elements that you might be testing in your ad or your copy.

Screenshot of a blog post. The speaker's video feed is in a circle on the bottom right. The blog post is titled "The Ideal Ad Naming Convention for Creative Analysis". It shows an example ad with labels like "Creative Name", "Ad Type", "Offer", "CTA", and "Destination".

Speaker 1: We've created a a comprehensive blog post about naming conventions that you can find below, and it also includes a free template generator that you can use to get started.