This article describes high level concepts you will find in the Outbound web app.

Campaigns

A “Campaign” empowers you to advertise a product, service, or your brand on any supported Ad Channel without needing to understand the ins and outs of how the Ad Channel works.

An Outbound Campaign is built for business users in mind. Instead of needing to be an expert digital marketer Outbound Campaigns are configured based of a few basic questions:

1. What do you want to advertise?
2. Who do you want to advertise to?
3. Where are they located?
4. Where do you want to show your Ads?

With these basic questions Outbound Campaigns build and launch a complete advertising strategy on your a channel of your choosing!

Business Context

Business Context is what personalizes the Outbound AI for your business. When you first get started with Outbound you generate your Business Context by providing your website and confirming what Outbound AI has learned about your business or organization. Business Context includes your Business Details, Brand, Locations, Services and Customer Profiles.

Leads

A Lead is a record of someone who engaged with your landing page by filling out a form or making calling a phone number on the landing page.

Outbound Leads require the use of an Outbound Landing Page and are available on our Starter plans and above.

Locations

Locations represent the physical places where a business or organization operates.

Outbound offers two types of locations:

1. “Physical Locations” are represented by an address and are places you want your customers to visit to purchase goods or services.
2. “Service Areas” represent the geographical area that your business operates. Service areas should be used for two types of business.
   1. Businesses that travel to their customers. Use Service Areas to define where you will travel.
   2. Businesses that ship products. Use Service Areas to define where you will ship to.

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A note about Locations and Ad Targeting. It is important to note that locations are meant to describe where your business operates, not for fine-grained ad-targeting. Outbound will use the operating location of your business as well as your industry and what you are advertising to place ads in the optimum area based on the Ad Channel. Different channels offer different precision and may have different dynamics at play that could influence how Outbound chooses to target ads to maximize your Ad spend.

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Customer Profiles

Customer profiles are a way to describe who your typical customer is. It is common that you will have multiple customer profiles in Outbound.

Services

Services represent a service that is provided by a business to its customers. This can be online services such as web-design, in home services such as lawn care or pest control or in-office service such as dentistry.

Service Offerings

A “Service” can have one or more “Service Offerings”. A “Service Offering” describes what is provided or can be provided with a Service. Service Offerings are used when generating Ads and especially useful for Ad Channels such as Google Search where people typically search for very specific things.

Ad Channel

An “Ad Channel” is a type of Ad and the place where the Ad is posted. For example with Google we have two Ad Channels, Google Search and Goole Display (Coming Soon). When creating a Campaign you pick an Ad Channel where you would like for the Ads to be shown.

Publishing

Once you are satisfied with your Ad Campaign you Publish it to the Ad channel. Behind the scenes the process of getting your Campaign from Outbound to the Ad Channel is called a Deployment.

A deployment will package up any Creatives that your Campaign needs, build and setup your Landing Page (For Outbound Pro Customers) and create your Campaign on the Ad Channel.

When you make changes to your Campaign and Publish those changes, Outbound will begin another deployment of your Campaign.