Best Practices to define a B2B Audience

Defining your audience is an important step to ensure that you can display tailored ads to your visitors.

There are three crucial audiences to build that should be the core of any B2B (business-to-business) campaign:

Visitors to Unsegmented Pages

The RollWorks platform automatically creates an audience called "Visitors to Unsegmented Pages" that acts as a catch-all for all visitors. Targeting all visitors lets you engage consumers who show low intent, and ultimately bring them down the conversion funnel.

Pricing Page Audience

Visitors who view pricing information tend to have a higher interest in your product. Create an audience for this mid-intent group.

Free Trial Request Audience

Visitors who request a free trial or more info are typically equivalent to a conversion audience. These visitors show the highest intent by requesting a trial. You may want to exclude this audience from RollWorks Convert campaigns designed to convert casual browsers.


What is the recommended cookie duration for B2B audiences?

The usual cookie duration for this type of campaign is between 60 to 90 days.


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