Create a Campaign

Create a Campaign that connects AI search priorities, action, and measurement

A strong Campaign starts with clear answers to three questions: what should improve, which topics and content collections should be in scope, and what action should happen when Quill finds an opportunity.

Ways to Create a Campaign

Create Campaigns with Quill. There are two common ways to start:

• Ask Quill from context: Use Quill when you are already looking at the priority you want to act on. For example, ask Quill to create a Campaign from an AI visibility gap, a sentiment theme, a page group, or a prompt set.
• Create from Campaigns: Open Campaigns, click Create to open Quill, then describe the Campaign you want Quill to build. Use this path when you already know the objective, scope, and action.

Both paths create a draft Campaign. Review the draft before publishing so the objective, scope, opportunity criteria, and action match the work your team wants to run.

What a Campaign Is Made Of

Campaigns connect strategy, action, and measurement. When you create one, define each part clearly:

Component	What to define
Objective	The AI search or marketing outcome the Campaign should improve.
Brand Kit	The brand context, topics, regions, competitors, and guidance Quill should use.
Scope	The topic and collection of content the Campaign should evaluate, such as a site folder, page group, prompt tag, or prompt set.
Opportunity Criteria	The rules Quill should use to decide what is worth surfacing.
Action	The workspace that operates like a Grid, where your team runs accepted opportunities through creation, refresh, review, or publishing.
Trigger	The cadence or event that generates new opportunities.
Measurement	The signals your team uses to decide whether the Campaign is working.

How Opportunities Are Generated

Quill uses the Campaign configuration to evaluate the topic and collection of content in scope against the objective and Opportunity Criteria. It then returns recommendations for your team to review.

You can generate opportunities in two ways:

• Click Generate Opportunities to run opportunity generation manually.
• Add a Trigger to generate opportunities on the cadence your team prefers.

Opportunity generation can take up to 30 minutes.

How Action Works

The Action tab works like a Grid. After opportunities are accepted, they appear as rows in Action. Add the relevant Playbooks, Workflows, review fields, publishing fields, and status fields your team needs to complete the work.

What Makes a Good Campaign

A good Campaign is specific enough for Quill to find useful opportunities and broad enough to support meaningful work. Define the Campaign around one objective, one scope, and one action path.

Strong Campaigns include:

• A specific outcome, such as improving citation rate, share of voice, sentiment, rankings, traffic, or launch visibility.
• A focused scope, such as a topic with a site folder, content collection, prompt tag, or prompt set.
• Clear opportunity criteria that tell Quill what to prioritize, exclude, or rank higher.
• An action that your team can run when an opportunity is accepted.
• Measurement signals that show whether the work changed the outcome.

Avoid creating a Campaign that combines unrelated efforts. If one effort is about refreshing product pages and another is about improving sentiment for a launch topic, create separate Campaigns so each one has clean opportunities, action, and measurement.

How to Configure

1. Start from Quill anywhere in AirOps, or open Campaigns and click Create.
2. Describe the Campaign you want Quill to build. Include the objective, Brand Kit, topic and content collection, and the action your team should take.
3. Review the draft Campaign configuration.
4. Set the scope:

   • For page Campaigns, choose Topic and Folder values to focus the Campaign on the right content collection.
   • For prompt Campaigns, choose Topic and Prompt Tags to focus the Campaign on the right prompts.
5. Add Opportunity Criteria to tell Quill what to prioritize, exclude, or rank higher.
6. Add a Trigger if the Campaign should generate opportunities on a recurring cadence.
7. Click Publish campaign when the configuration is ready.
8. Open Action and add the relevant Playbooks, Workflows, and review or publishing fields your team needs.
9. Click Generate Opportunities or wait for the next trigger run. Quill uses the Campaign configuration to find recommended pages or prompts.

Opportunity Criteria

Opportunity Criteria help Quill decide what is worth surfacing. Use them for priority rules, exclusions, quality thresholds, and ranking guidance.

Strong criteria:

• Prioritize pages with declining citation rate, slipping organic performance, outdated product details, or missing coverage for prompts where competitors are cited.
• Exclude pages refreshed recently.
• Focus on prompts tied to high-intent topics, launch themes, or important personas.
• Prioritize sentiment themes where owned content could change how the brand is described.

Avoid using Opportunity Criteria as a full content brief. The Campaign should identify the right opportunities. Your team can use Action to create, refresh, review, and publish the work.

Examples

Refresh Pages Losing AI Visibility

Use this Campaign when you want to find existing pages that should be updated because their AI search performance is slipping.

1. Ask Quill to create a page refresh Campaign for the target Brand Kit.
2. Choose a page-based Campaign type, such as Page Refresh.
3. Set Folder to the section of the site you want to monitor, such as /blog.
4. Set Topic to the topic area you want to improve.
5. Add Opportunity Criteria:

Prioritize pages with declining citation rate, slipping organic performance, outdated product details, or missing coverage for prompts where competitors are cited. Exclude pages that were refreshed recently.

1. Add a Schedule trigger if the Campaign should check for new opportunities on a recurring cadence.
2. Publish the Campaign.

Improve Sentiment Around a Topic

Use this Campaign when a sentiment theme shows that AI responses are describing your brand in a way you want to improve or reinforce.

1. Ask Quill to create a Campaign from the sentiment theme, or open Campaigns and click Create.
2. Choose a prompt-based Campaign type if the Campaign should target tracked prompts.
3. Select the Brand Kit and the relevant Topic or Prompt Tags.
4. Add Opportunity Criteria:

Find prompts where the selected sentiment theme appears often, prioritize prompts with negative or neutral sentiment, and focus on opportunities where better owned content could change how the brand is described.

1. Publish the Campaign.

Confirm the Campaign scope before publishing. After a Campaign is published, only triggers can be edited in the Campaign configuration.