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, and 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 and Intent signals to target unaware and engaged accounts. You can expand from there based on your available budget.
• Create an Account Group based on the ‘Sales Ready’ journey stage.

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 program as a part of your advertising strategy. Website retargeting allows you to serve ads to users that have already visited your website, with the goal of generating form-fill leads.

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).

To launch a retargeting advertising strategy RollWorks offers two options:

1. Launch a Website Retargeting Playbook
2. Launch a Website Retargeting Campaign

While the underlying retargeting algorithm is the same for campaigns and playbooks there are some differences in their settings capabilities. You have the ability to choose which option is best for you depending on your goals, the complexity of your strategy, your budget, and your total website traffic.

• 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.
• Campaigns allow for more advanced retargeting strategies based on site-visitor activities; however, this requires setting up your Website Audiences and calculating budgets manually. not as straightforward to set up and maintain, but allow flexibility to target visitors to specific pages in your website, instead of all your website traffic.

Reach a known Contact Audience by serving ads across the web and social platforms with a specific end goal in mind, for example, brand awareness. 

Contact Targeting campaigns are great to use around events (trade shows, conferences, etc), for cross-sale/up-sale plays for your current customer list, and to reach contacts that are key buyers of an account.

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.