URLs (the address of a web page) should follow the navigation path.
This practices maintains consistency throughout the site and, more importantly, helps users understand where they are in the structure of the website.
A promotional URL (sometimes called “vanity URL”) is a shortened web address that is created to redirect an audience to a certain page. These are created when the URL is too long to appear in print or promotional materials.
Marketing sets up and maintains promo URLs. Decisions are made on a case-by-case basis and must be supported by a business need.