Website Retargeting Campaign Guide

Once you install the RollWorks Pixel, our platform will track your website traffic and visitor behavior. You can then start a Website Retargeting Campaign to show ads to users who have previously visited your site, aiming to generate leads through form submissions.

When a visitor submits a lead form tracked as a conversion in the RollWorks platform, RollWorks will not automatically stop serving them ads unless you manually exclude them in your campaign settings.

Additionally, RollWorks will not automatically exclude those audiences when running other Campaigns or Playbooks simultaneously.

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 creative ad sets for different groups of visitors to boost performance. For example:
   •  
     • Visitors who viewed specific product pages
     • Visitors who viewed your pricing page
     • Visitors who accessed your demo page, white paper, or case study
     • Visitors who browsed multiple pages on your website (e.g., 3+ pages)

Retargeting Campaigns vs Playbooks

RollWorks offers two options for retargeting: Website Retargeting Playbooks and Campaigns. Both use the same retargeting algorithm but differ in settings.

Playbooks are easy to set up and manage, featuring pre-packaged campaigns, but retarget all website traffic. Campaigns are more manual but allow targeting of specific website pages.

The table below highlights the main differences between campaigns and playbooks.

Who can access

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

Before you start

• Install the Pixel to track visitors.
• Create at least one conversion audience. We recommend creating one conversion audience for each single form submission on your website.
• Create at least one set of web ads.
• Your target audience must have 100 unique visitors.
• If a visitor from your target audience completes a conversion on your site, RollWorks will keep targeting them with ads. To avoid this, manually exclude all conversion audiences by selecting your defined Conversion Audience as exclusions.

Launch a Website Retargeting Campaign

• Click here or go to Advertising > Campaigns & Playbooks
• Click Create and select Website & Apps in the dropdown

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

General Campaign Settings

Name your Campaign

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

Chose a Daily Budget

Read this article for help choosing your campaign budget. The minimum daily budget for a campaign is $3. Daily spending may vary; you can spend up to 20% more on high-opportunity days while spending less on other days to maintain your average budget.

Choose an Optimization Strategy

Read this article for help choosing a Campaign goal to help RollWorks prioritize bids:

• Conversions: Focus on those most likely to convert with your Conversion Audiences.
• Clicks: Enhance traffic by maximizing clicks.
• Impressions: Boost the number of ad displays.

Choose Start and End Dates

Default Start and End Dates	Specific Start and End Dates

Chose General Exclusions

Check this box if you wish to exclude the existing customers you previously defined under Settings> General Exclusions from this campaign. We will automatically exclude competitors and coworkers.

Day Parting

Day parting is automatically adjusted by BidIQ®, RollWorks' proprietary real-time bidding algorithm processing 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.

Adjusting this setting is not recommended. If you want to limit specific days of the week and times to serve ads to serve read this article for more information.

Frequency Capping

Frequency capping is dynamically adjusted by BidIQ® to optimize how many times your ads appear to the same person.

Adjusting this setting is not recommended. If you want to limit the number of impressions per user per day read this article for more information.

Specific AdGroup Settings 

An Ad Group is a subset of your campaign that lets schedule specific ads to be displayed to specific Website Audiences or Contact Audiences.

• At a minimum your campaign must have one AdGroup, but you can add more as needed.
• You can measure performance across each Ad Group. 
• The budget allocated to a campaign allocated across all AdGroups.
• You cannot set specific budget allocations for each AdGroup.

AdGroup Name

Choose a naming convention that is easy recognize in RollWorks reports and dashboards.

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.

AdGroup Audience

Choose any Website Audiences or Contact Lists you want to target or exclude. If you haven't created your Website or Contact Audiences follow the instructions below:

• Website Audiences introduction guide
• Contact Lists introduction guide

AdGroup Audience Location

By default, our AI-powered BidIQ digging algorithm will choose the best locations for you to optimize campaign performance. If you want to select your own geotargeting locations check out  this article.

• 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 Ideal Customer Profile. 
• For non US-based advertisers: we recommend letting BidIQ® choose the best location for each ad bid for you.

AdGroup Audience Exclusions

We strongly suggest excluding your conversion audiences to stop serving ads to visitors that convert. Visit this Help Center article to learn more about excluding audiences from campaigns. 

AdGroup creatives

At a minimum upload these Image Web Ads sizes: 160x600, 300x250, 300x600, 320x50, 728x90, 970x250, 600x500, 600x315

We strongly suggest adding these Native Web Ads Sizes: 600x600, 600x315, 600x500

We recommend creating an additional AdGroup with different creative set to let BidIQ optimize towards the best-performing creative set

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.

Troubleshooting

Learn more in this article.