Website Retargeting Campaign Guide

What are Website Retargeting Campaigns

After you install the RollWorks Pixel on your site, our platform will capture your website traffic and your visitor behavior, then you can launch a Website Retargeting Campaign to serve ads to users that have already visited your website, with the goal of generating form-fill leads.


Once a visitor submits a lead form-fill representing a conversion in the RollWorks platform, RollWorks will not automatically exclude the visitor from your Website Retargeting Campaign. You need to manually exclude Conversion Audiences from your Website Retargeting Campaign. When running other Campaigns or Playbooks simultaneously RollWorks will not automatically exclude those audiences from your Website Retargeting Campaign audience.


Use Cases

  1. Re-engage all your website visitors: keep your brand and product top of mind for everyone who has visited your website at least once.
  2. 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).


Retargeting Campaigns vs Playbooks

To launch a retargeting advertising strategy RollWorks offers two options: Website Retargeting Playbooks and Website Retargeting Campaigns. While the underlying retargeting algorithm is the same for campaigns and playbooks there are some differences in their settings capabilities.

Playbooks are very easy to set up and manage and include multiple pre-packaged campaigns based on RollWorks best practices, however, they only allow you to retarget all your website traffic.

Campaigns are 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.

The table below summarizes the key differences between our website retargeting campaigns and playbooks.

Feature Description Website Retargeting Campaigns Website Retargeting Playbooks
Retargeting Strategies Take the guesswork out of knowing the right retargeting strategy. Automatic strategy recommendation (basic, intermediate, or advanced) to segment your Playbook into 1, 2, or 3 different preset campaigns with preset audiences and different ads. ✅ 
Budget Estimates and management Automatic optimal monthly budget recommendation to effectively reach the cookies in your audience ✅ 
Real-time Audience Estimates Understand how cookie durations and countries impact your audience size and cookie counts. ✅ 
Automatic overlapping accounts exclusions

When you run multiple Playbooks simultaneously we will not target the same account if there is an overlap.

Campaigns do not have this automatic exclusion to prevent overlapping.

Automatic conversion exclusions

Stop targeting users that have completed a fill form conversion automatically.

Exclude audiences targeted through other Playbooks.


Segment your campaign to display specific ads to Website Audiences who have visited a specific high-value/landing page.

Segment your campaign to display specific ads to a list of emails in a Contact Audience.

Audience flexibility: include or exclude specific audiences

Include or exclude specific website audiences or contact audiences. 

Retarget only specific URLs in your website instead of all your website traffic.



Who can access

Access to Website Retargeting Campaigns depends on your RollWorks subscription package:

Your Package Website Retargeting Campaigns
Standard Advertising Included
Advanced Advertising Included
ABM Not Included
ABM with Advanced Advanced Ads Included
Starter (Legacy) Included
Standard (Legacy) Included
Professional (Legacy) Included
Ultimate (Legacy) Included
Free Tier Included

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


Before you start

  • The audience you want to reach needs to have a minimum of 100 unique visitors to start serving. 
  • In the situation that someone in your targeted audience visits your website and completes a conversion (for example filling out a lead form), by default RollWorks will continue to target this contact with ads through your Website Retargeting Campaign. It is highly recommended that you manually exclude all conversion audiences from your Website Retargeting Campaigns by selecting all your defined Conversion Audience as an exclusion. You can learn how to do that from this help center article.


Launch a Website Retargeting Campaign


To use the Website Retargeting Campaign, you must first complete the following steps in the RollWorks Platform:

After you complete the steps above you are ready to create your new Website Retargeting Campaign.

  • Click here or navigate to Advertising > Campaigns & Playbooks > Create.
  • Select Website & Apps.

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Select Retargeting as your Campaign Goal to bring back visitors who left your site without converting.

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Step 1: Select your Campaign Settings


Choose your 'Campaign Name'

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

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Chose your campaign 'Daily Budget'

The minimum daily budget for a campaign is $3. Actual daily spend may vary. On days when your campaign sees an increased opportunity to drive results, you may spend up to 20% more, and less on other days in order to maintain your set average daily budget. Read this article if you need help choosing your campaign budget. Screen Shot 2021-12-29 at 7.14.33 PM (1).png

Choose your Optimization Strategy:

Selecting an Optimization Strategy allows you to specify a goal for this specific Campaign to determine how you want RollWorks to prioritize your bidding:

  • Conversions: Target the people most likely to convert based on your Conversion Audiences.
  • Clicks: Focus on increasing traffic by maximizing clicks.
  • Impressions: Maximize how many ads are shown.

Read this article if you need help choosing an optimization strategy for your campaign. 

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Choose your Campaign Start and End Dates

  • Start Immediately or select a specific date in the future.
  • End your campaign on a specific date or select No end Date.
  • If you select specific Start and End Dates you can select the specific time of the day to start and end your campaign.
Default Start and End Dates Specific Start and End Dates
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Chose your General Exclusions settings for this campaign

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  We recommend excluding customers, competitors, and coworkers

By default, General Exclusions will be active by default, we recommend that you use the default settings to optimize your budget and avoid serving ads to your existing Customers, Competitors, and Coworkers.


Advanced Campaign Settings: Day Parting

  • This campaign advanced setting gives you control over when your ads serve for a specific campaign. You can use Day Parting to select the specific days of the week that you want your ads to serve and the specific times of the day. Read this article if you need help selecting your Day Parting settings.

  We recommend using the default 24/7 Day Parting

By default, Day Parting is set as automatically run 24/7, we recommend that you use the default Day Parting Campaign settings to let BidIQ® dynamically optimize how many times your ads appear to the same person.


Advanced Campaign Settings: Frequency Capping

  We recommend using the default automatic Frequency Capping

By default, your Frequency Capping is automatically optimized by BidIQ®, RollWorks' proprietary real-time bidding algorithm. BidIQ® processes 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.


Step 2: Define AdGroup settings for your Campaign

An Ad Group is a subset of your campaign that lets you group and schedule specific Ads to be displayed to a specific Website Audience or Contact Audience.

Understand how AdGroups work within your campaign

  • You must create at least one Ad Group within your Campaign.
  • You can create as many Ad Groups as needed within your Campaign.
  • You will be able to measure performance across each Ad Group you set in this step. 
  • The budget allocated to a campaign is fluid among each of its associated ad groups.
  • You cannot set different budget allocations for each AdGroup


Choose an AdGroup Name

Choose a naming convention that you will be able to recognize in Rollworks Reports and dashboards.

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Choose an 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.

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Define your AdGroup Audience

Choose the Website Audiences or Contact Lists you want to target or exclude.

If you haven't created your Website or Contact Audiences follow the instructions in these help center articles:

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Choose your AdGroup Audience Location

  • Toggle off Automatically choose the best locations if you want to manually choose the location for your AdGroup.
  • We recommend that you let us automatically choose the best location for you.
  • 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 ICP

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Jump to this article to read more about Geotargeting Options for Web Campaigns.

Add creative Ads to your AdGroup

  • We recommend that at a minimum you select the following Web Ad sizes: 160x600, 300x250, 300x600, 320x50, 728x90, 970x250, 600x500, 600x315. Click here to learn more about the Web Ads types and sizes supported by RollWorks.
  • We recommend that you create an additional AdGroup with different design elements and our artificial intelligence will optimize towards the best-performing creative Ads across your campaign AdGroups.

Choose existing ads

You can only select ads created/edited within the last year

When adding existing ads to your campaign you can only select ads last modified within the last year. If you need to select ads last modified more than a year ago, navigate to the Ad Library and make any edit to the ad. The ad will now be displayed in the campaign setup page.

  • Click on the Choose button to select the ads and click on “Choose” again to add them.
  • Click Save.

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Upload new ads that are not in the ad library

  • Click on the Upload button and browse or drag and drop the ad images.
  • Click Upload and Save.


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.

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Step 3: Launch and Pay

  • Review the settings of your Web retargeting campaign:
Campaign Settings AdGroup Settings Payment

Campaign Name

Campaign Daily Budget 

Optimization Strategy

Campaign Start and End Date

AdGroup Custom Schedule

AdGroup Audiences targeted and excluded

AdGroup Audience Location

AdGroup Ads

Account Payment Method
  • Select your desired Payment Method.
  • Click Launch.


Pause a Campaign

  • Click here or navigate to Advertising > Campaigns & Playbooks and click on the Campaigns tab.
  • Find the campaign you want to pause and click on the campaign name.
  • The campaign details page will open, click the dropdown arrow next to Edit.
  • Click Pause.


You can resume a campaign by following the same steps above and clicking Resume.




Pause an AdGroup

  • Click here or navigate to Advertising > Campaigns & Playbooks and click on the Campaigns tab.
  • Find the campaign you want to pause and click on the campaign name.
  • The campaign details page will open, scroll down to the Ads tab.
  • Find the AdGroup you want to pause and hover over the three dots next to your AdGroup name
  • Click Pause.

Once paused, the budget previously allocated to that AdGroup will move toward your other AdGroups. If you pause the only AdGroup in your campaign, the campaign will stop spending until the AdGroup is reactivated or a new AdGroup is created.


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Complete an AdGroup

Completing your AdGroup means that your AdGroup will reach its End Date.

  • Click here or navigate to Advertising > Campaigns & Playbooks and click on the Campaigns tab.
  • Find the campaign you want to pause and click Edit.
  • This will open the Campaign details page in edit mode.
  • Click on the AdGroup name you want to end
  • Go to
  • Select today's date as the End Date
  • Click Save.

Setting up an End Date as today will cause the AdGroup to end today.


If you complete an AdGroup in a campaign with a single AdGroup the campaign will automatically end and be marked as completed.

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Edit existing campaigns

  1. Click here or navigate to Advertising > Campaign & Playbooks.
  2. Click the Campaigns tab.
  3. Find the campaign that you want to edit and click on the campaign name.
  4. Click Edit.

Jump to learn how to edit Campaign Settings.

Jump to learn how to edit AdGroup Settings.



When a campaign is in a running state but not serving impressions here are a few things which you may want to check:

  • Check if you are looking at the correct date range, to make sure you see the current data.
  • Newly launched campaigns may need up to 24 hours to start serving impressions, so if it was less than that, do not worry and give it some more time.
  • Make sure that the ads in the campaign are approved.
  • See if your targeted audience size is above 100.

In case all of the above criteria are met, feel free to reach out to RollWorks Customer Support Team for help.

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