IE or Firebird? Typically, to rename links you can right mouse click on the object, then click on properties.
One other comment... Are these really IE pop-ups that you get from browsing web sites--or do you get these pop-ups if you are on the Internet but your browser is closed (or inactive)?
If you are getting pop-ups every few (or tens of) minutes and your browser is inactive (but are logged on the Internet through DSL or dialup)--you may have picked up a piece of Ad-ware that is serving ads directly to your screen.
I found, by installing the free version of Zone Alarm, I could see each program as it accessed the Internet and I quickly found the one that was serving the adds (Spybot, Search and destroy, Norton, Ad-Aware did not find this program).
I went into msconfig--turned off the program from the startup list and then went to the window system directly and deleted the file--and the regular pop-ups every few minutes stopped.
-Bill