Onboarding: Advertising campaigns to help complement your ABM program

This Playbook allows you to serve web ads to specific buyer personas based on the Job Function, Seniority, or select  user-level Bombora Intent Topics defined within your defined Target Accounts. 

You will select the account lists and account groups based on the segmentation use cases we outlined in the strategy setup article.  As a refresher, the most common use cases include:

• ICP Fit Grade to target your the prospects that resemble your best customers.
• Intent signals to target high intent prospects or customers. You can expand from there based on your available budget.

The Account Targeting Playbook includes 2 individual campaigns 1.) Unaware and 2.) Aware.  We recommend aligning your ad creative for each campaign.

In addition to an Account Targeting Playbook, we recommend running a complimentary website retargeting Playbook as a part of your ABM program. Website retargeting allows you to serve ads to users that have already visited your website, with the goal of generating form-fill leads. This is a great strategy to make sure we are capturing low hanging fruit and reaching an audience that has already expressed interest in your product or service.

Some common use cases include:

• Re-engage all your website visitors to keep your brand and product top of mind for everyone who has visited your website at least once.
• Re-engage specific web page visitors: Create specific ad creatives for different groups of visitors to boost performance. For example:
  • visitors who have viewed specific product pages.
  • visitors who have viewed your pricing page.
  • visitors who visited your demo page, a white paper, or a case study.
  • visitors who visited multiple pages while browsing your website (for example +3 pages).

Playbooks are very easy to set up and manage. They include multiple pre-packaged campaigns based on RollWorks best practices; however, they require that you retarget 100% of your website traffic.

There are two ways to target LinkedIn members with advertising using RollWorks data. These options include:

1. Directly in RollWorks, you can launch sponsored LinkedIn ad campaigns and measure this performance within RollWorks.
2. Pushing RollWorks audiences to LinkedIn will allow you to use their full range of ad formats; however, campaign data will not write back to RollWorks.

By running your Facebook and Instagram campaigns through the RollWorks platform, you can manage cross-channel campaigns all in one place, inclusive of audience segments, budgets, and optimizations.