Campaign Structure

A campaign is a marketing program that represents one or more contracts or orders from a customer. For example, you might have a campaign to introduce new products, retain existing users, or increase market share. Each campaign may include multiple campaign items: ads, discounts, or direct mail messages.

You use the Campaign Manager module to create and manage customers, and then campaigns, and then campaign items.

The following figure shows the hierarchical structure of the Campaign Manager tree.

Customer information, such as billing address, is used for all campaigns created for that customer. You can view all your customers in alphabetical order in the Campaign Manager module.

All campaign items within one campaign have a common customer and date ranges. For example, in the travel section of a Newspaper site, an advertiser might request the delivery of 10,000 requests within a week to users from the Northwest. The advertiser might decide to run three different ads to fill those 10,000 requests and then see which one of the three ads creates the highest click rate. Each ad is a campaign item.

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