> For the complete documentation index, see [llms.txt](https://docs.publicit.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.publicit.com/advertiser/campaigns/campaign-types.md). # Campaign objectives Every campaign on Publicit starts with an objective. You choose it when you create the campaign, and you can change it while the campaign is still a draft. *** ## The six objectives | Objective | Use it when | | ----------------- | ---------------------------------------------------------------------------------------------------------- | | **Awareness** | You want to be seen by as many relevant people as possible: a launch, a repositioning, staying top of mind | | **Traffic** | You want people to visit a site or a landing page | | **Leads** | You want contact details or sign-ups | | **Sales** | You want a purchase | | **Retargeting** | You want to reach people who already interacted with your brand | | **App Promotion** | You want installs or activity in a mobile app | *** ## Why the objective matters The objective travels with the campaign and is one of the things publishers see when they decide whether to accept your request for their space. A publisher reviewing an Awareness campaign for a premium billboard is assessing something different from a publisher reviewing an App Promotion campaign, so an objective that matches your creative and your landing page makes acceptance more likely. It also frames which inventory is worth shortlisting. Large-format outdoor, DOOH in high-footfall locations, CTV and TV sponsorships suit Awareness. Digital placements, newsletters, native and podcast sponsorships suit Traffic, Leads and Sales, because the response can be attributed. *** ## Changing the objective You can change the objective freely while the campaign is in **draft**. Once spaces have been requested and publishers have started deciding, changing the objective would change what they agreed to review, so create a new campaign instead. {% hint style="info" %} When creating a campaign you can also enable the **AI assistant**, which helps you build the campaign and shortlist inventory. {% endhint %} --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation by asking a question. Perform an HTTP GET request on the following URL with the `ask` and `goal` query parameters: ``` GET https://docs.publicit.com/advertiser/campaigns/campaign-types.md?ask=&goal= ``` `ask` is the immediate question: it should be specific, self-contained, and written in natural language. `goal` is what the user is ultimately trying to achieve, the reason they need the answer. Sharing it helps GitBook give you a better, more relevant answer. A goal is most helpful when it describes the outcome the user wants rather than restating the question. For example, with `ask=how do I create an API token`, a goal like `automate deployments from our CI pipeline` lets GitBook tailor the answer to that use case. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.