Glossary

Campaign

A campaign is defined as having more than one group of ads and can be specialized to different purposes within the same web page such as for different ads. Keywords and bids are parts of campaigns. Campaigns will create a number of different types of advertisements to use in banners and email marketing as well as other methods. The different advertisements will be with a view to targeting each type of consumer that the product could appeal to. Products that appeal to multiple generations and demographics have to be targeted to each market for optimal sales. Performance of the individual ads is tracked throughout the duration of campaign and tweaked to increase their performance.