Account Targeting Campaign Guide

What are Account Targeting Campaigns

An Account Targeting Campaign is a prospecting strategy enabling you to reach the buying committee at your target accounts with a high level of precision by layering:

• Only target accounts defined in your Account List
• Only people within your buying committee (i.e. IT Function, decision makers, etc)

To launch this tactic you will create an Attribute Audience which is based on your Account List layering Buyer Persona attributes.

Who can access

Attribute Audiences and Account Targeting Campaigns access depends on your RollWorks subscription package:

To find your current package, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.

Before you Start

Required

• Create at least one set of web ads.
• Create an Account List.
• Create an Attribute Audience as shown in the video below.

Optional but recommended:

• Install the Pixel to track visitors.
• Create at least one conversion audience. We recommend creating one conversion audience for each single form submission on your website.
• If a visitor from your target audience completes a conversion on your site, RollWorks will keep targeting them with ads. To avoid this, manually exclude all conversion audiences by selecting your defined Conversion Audience as exclusions.

Launch an Account Targeting Campaign

• Click here or go to Advertising > Campaigns & Playbooks
• Click Create and select Website & Apps in the dropdown

• Select 'Account Targeting' as your Campaign Goal.

General Campaign Settings

Name your Campaign

Choose a name that will be easy to identify in your reports.

Choose a Daily Budget

Read this article for help choosing your campaign budget. The minimum daily budget for a campaign is $3. Daily spending may vary; you can spend up to 20% more on high-opportunity days while spending less on other days to maintain your average budget.

Choose an 'Optimization Strategy'

Read this article for help choosing a Campaign goal to help RollWorks prioritize bids:

• Conversions: Focus on those most likely to convert with your Conversion Audiences.
• Clicks: Enhance traffic by maximizing clicks.
• Impressions: Boost the number of ad displays

Choose your Campaign 'Start and End Dates'

Default Start and End Dates	Specific Start and End Dates

Choose your General Exclusions

Check this box if you wish to exclude the existing customers you previously defined under Settings> General Exclusions from this campaign. We will automatically exclude competitors and coworkers.

Day Parting

Day parting is automatically adjusted by BidIQ®, RollWorks' proprietary real-time bidding algorithm processing hundreds of variables for each and every user to determine whether or not to bid, and how much, at the time of each potential impression.

Adjusting this setting is not recommended. If you want to limit specific days of the week and times to serve ads to serve read this article for more information.

Frequency Capping

Frequency capping is dynamically adjusted by BidIQ® to optimize how many times your ads appear to the same person.

Adjusting this setting is not recommended. If you want to limit the number of impressions per user per day read this article for more information.

Specific AdGroup Settings

An Ad Group is a subset of your campaign that lets schedule specific ads to be displayed to specific Attribute Audiences.

• At a minimum your campaign must have one AdGroup, but you can add more as needed.
• You can measure performance across each Ad Group.
• The budget allocated to a campaign allocated across all AdGroups.
• You cannot set specific budget allocations for each AdGroup.

AdGroup Name

Choose a naming convention that is easy recognize in RollWorks reports and dashboards.

AdGroup Schedule

If you want this AdGroup to run on a different schedule than your campaign toggle on 'Custom AdGroup Schedule and select the start and end dates.

AdGroup Audience

Choose any Attribute Audience you want to target or exclude.

AdGroup Audience Location

By default, our AI-powered BidIQ digging algorithm will choose the best locations for you to optimize campaign performance. If you want to select your own geotargeting locations check out  this article.

• For US-based advertisers: we recommend that you limit the location to the United States unless customers from other countries are also part of your Ideal Customer Profile. 
• For non US-based advertisers: we recommend letting BidIQ® choose the best location for each ad bid for you.

AdGroup Audience Exclusions

We strongly suggest excluding your conversion audiences to stop serving ads to visitors that convert. Visit this Help Center article to learn more about excluding audiences from campaigns. 

AdGroup creatives

At a minimum upload these Image Web Ads sizes: 160x600, 300x250, 300x600, 320x50, 728x90, 970x250, 600x500, 600x315

We strongly suggest adding these Native Web Ads Sizes: 600x600, 600x315, 600x500

We recommend creating an additional AdGroup with different creative set to let BidIQ optimize towards the best-performing creative set

Create more AdGroups as needed

Add additional AdGroups to your campaign as needed by clicking 'New AdGroup' and repeating the prior steps to define: AdGroup Name, Custom Schedule, Audience, Location, and Ads.

Troubleshooting

Learn more in this article.