What’s up, y'all?!

Welcome to our marketing nurture program.

There’s no point in hiding it — you know how the game is played just as well as we do.

So here's the truth:

1. I'm Evan Lee and I run partnerships at Motion. I wrote most of this email content and Brock on our growth team cleaned it up for me.
2. What you're about to receive is the most tactical email content we've ever developed.
3. Over the next 6 emails, I'll show you exactly how to build a strong creative analysis muscle at your company.

Some of these steps won’t require Motion’s product, but all of them will be easier with it. 

Today’s topic: naming conventions.

Naming conventions are the backbone of any great creative strategy. This is how you mine more data from your ads by attaching identifiers to ad attributes at the ad, ad set, and campaign levels.

But before we get into the technicalities — you’ve gotta start with a goal. What creative elements are you testing for? What feedback would be most valuable to your creative team? 

Here’s the naming convention framework that our growth team uses every day. Feel free to clone this and make your own mods: Motion Naming Convention Template

The ad level is the most important. Use this to create custom identifiers for attributes like:

• Key message: Educational, problem-solution, benefits, etc
• Emotion: Humor, excitement, emotive, etc
• Product/features
• Creator
• Offer
• Hook copy
• Hook content (video)
• Quality (video): Lofi, Highfi

Then when you export your ad data, you can tap into the essence of the creative when you run your analysis. Instead of creating a list of top-performing ads and working backwards to guess why they’re working, you can quickly identify some of the macro-level creative trends that are actually driving performance.

Analyzing creative without naming conventions is like rating the quality of a dish without knowing what’s in it. You might know it’s good, but you have no idea why. I mean — don’t be a food snob, but do be a creative performance snob. 😂

And you can take it further with Motion.

Index your naming conventions in your account settings to match your naming generator. 👇

Then use any of these properties to create comparative reports that will automatically group your ads based on your naming conventions.

Peep this video if you wanna see a walkthrough of the process.

Once y’all have your naming conventions in order, you’re well positioned to run deeper analysis on your ads.

I’ll pop by again in a few days with more content. Til then, peace! ✌️

Evan Lee

Head of Partnerships | Motion

evan.lee@motionapp.com

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