The General Campaign is the foundation of Retargeting. Much like a house, we currently require a foundation to begin and can target more specific audiences on top of that base foundation.
Based on our Adaptive Ad Serving Technology, a General, un-segemented campaign is required as SteelHouse will optimize performance towards your goals (CPA, ROAS, ROI,etc.) utilizing all eligible Users in your cookie pool.
By default, SteelHouse serves ads to users who have demonstrated intent at your website by taking at least 2+ page views. Therefore, it is not necessary to create and attach a segment of "2+ page view" users to your campaigns. This, in turn, creates cost efficiency as our Adaptive Ad Server optimizes toward your campaign goals.