---
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title: About Web Campaigns and Templates
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version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mc_pers_web_campaign.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mc_pers_web_campaign.htm&release=264.0.0&type=5
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content_type: documentation
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description: Campaigns are at the heart of providing personalized website experiences that resonate with your users. Using a web campaign, you can personalize various aspects of your website for your users based on their behavior, affinities, preferences, location, or other qualifying criteria.
products:
  - Marketing
  - Salesforce Personalization
release: "264"
---
# About Web Campaigns and Templates

Campaigns are at the heart of providing personalized website experiences that resonate with your users. Using a web campaign, you can personalize various aspects of your website for your users based on their behavior, affinities, preferences, location, or other qualifying criteria.

- **[About Web Campaigns](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_web_campaign_about.htm&release=264.0.0&type=5)**  
    Campaigns are at the heart of providing personalized website experiences that resonate with your users. Using a web campaign, you can personalize various aspects of your website for your users based on their behavior, affinities, preferences, location, or other qualifying criteria.
- **[A/B Test Campaigns](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_web_campaign_a_b_test.htm&release=264.0.0&type=5)**  
    When creating an A/B test campaign, you include multiple experiences, and assign each experience a percentage of traffic. A/B tests give you flexibility and control over how Personalization distributes traffic and which users see which experiences.
- **[Campaign Targeting Rules and Rule-based Tests](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_web_campaign_rule_based_test.htm&release=264.0.0&type=5)**  
    Rules determine when, where, and how your campaigns display and who sees them. You can add rules when you create or edit a campaign at the campaign level for campaign targeting or when defining rule-based test experiences.
- **[Rule Categories](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_web_campaign_rule.htm&release=264.0.0&type=5)**  
    There are a variety of rules that you can add for campaign targeting and rule-based campaign experiences when you create or edit a campaign.
- **[Web Campaign Experiences](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_web_campaign_experience.htm&release=264.0.0&type=5)**  
    A web campaign experience is the _experience_ an individual customer has with a particular web personalization or activation campaign. You can use experiences to create different personalization results within the same campaign.
- **[Comparison Shopping Web Campaigns](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_web_campaign_comparison_shopping.htm&release=264.0.0&type=5)**  
    Online shoppers have many options available, and savvy shoppers visit several websites to compare products before making a purchase. Marketing Cloud Personalization helps you target these comparison shoppers to help boost your conversion rates and reduce your bounce rates.
- **[Web Campaign Types and Templates](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_web_campaign_types.htm&release=264.0.0&type=5)**  
    Learn about different types of web campaigns and the available built-in templates.