What is Campaign?
A coordinated set of ads with a shared objective, budget, and timeframe. A BFCM campaign might contain multiple ad sets targeting different audiences with different creative.
In mani: Mani's campaign planner generates 90-day content calendars with per-platform creative.
Campaign structure fundamentals
A campaign is the top level of the advertising hierarchy. On Meta: Campaign > Ad Set > Ad. On Google: Campaign > Ad Group > Ad. On TikTok: Campaign > Ad Group > Ad. The campaign defines the objective (conversions, traffic, awareness, lead generation) and the overall budget cap. Everything beneath it inherits the objective. One campaign per objective is the standard best practice. Do not mix conversion and awareness ads in the same campaign.
Types of campaigns for DTC
The core campaign structure: (1) Prospecting: cold audiences, broad targeting, highest budget allocation (60-70% of spend). (2) Retargeting: warm audiences (site visitors, cart abandoners), 20-25% of spend. (3) Retention: existing customers, cross-sell and upsell, 10-15% of spend. (4) Testing: dedicated creative testing campaign with controlled budgets ($20-50/day per variant). This four-campaign structure covers the full funnel.
Campaign planning with AI
AI campaign planners generate 90-day content calendars aligned to your business events, seasonal trends, and product launches. The planner outputs: which campaigns to run each week, how many creative variants to produce, which formats to prioritize, and which audiences to target. This transforms campaign planning from a 4-8 hour monthly task into a 30-minute review session. Mani generates campaign plans grounded in your Brand DNA and product calendar.