ABA Onboarding: Launch your RollWorks ABA Program

When you're ready to launch Account Targeting you have two options:

• Account Targeting Playbooks
• Account Targeting Campaigns 

We recommend working with your Onboarding Success Manager to determine which option is best for your strategy - you have likely already had this discussion when you were defining your strategy.

Account Targeting Playbooks offer you a pre-packaged way to serve web ads to specific buyer personas within your Target Accounts. 

You will select the account lists and account groups based on the segmentation use cases we outlined in the strategy setup article. 

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

Account Targeting Campaigns are a specifically designed strategy enabling you to reach your Attribute Audience which is based on your Account List or a Domain List. 

For most use cases we will recommend launching Account Targeting Playbooks. 

In addition to Account Targeting, 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 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 allowing greater 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-sell/up-sell 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 Content 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.