Introduction to Ads

RollWorks Supply Inventory

RollWorks enables B2B companies like yours to reach their target customers by accessing 90%+ of Internet users across 2+ Million publisher websites across desktop, mobile web, and mobile app ad inventory. 

Some of the Ad Exchanges, Top Sellers, and Top Domains that RollWorks partners with include but are not limited to: 

Ad Exchanges

Top Sellers

Top Domains

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index exchange.png    yahoo exchange.jpg

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Google Display Network
Microsoft Advertising Exchange
Yahoo (formerly Verizon Media)
Dow Jones & Company
Meredith Digital
Hearst Magazines Digital
Hearst Newspapers
CBS Interactive
Condé Nast
NBCUniversal Media
Tribune Publishing
Vox Media
Trusted Media Brands
Buzzfeed, Inc
Ziff Davis
Scripps Networks
Scripps Broadcast
SHE Media
Disney Network
Future plc
Investing Channel
American Media
Leaf Group


Ad Formats supported

RollWorks supports the following Ad formats. Click in the Ad format below to learn more about each type.

Ad Category Ad Formats supported
Web ads

Image web ads

Native web ads

HTML5 rich media web ads

Video web ads

Third-party ads

Facebook & Instagram

Single image ads

Carousel ads

Video ads


Sponsored content single image ads

Additional LinkedIn ad formats are available when you push RollWorks Audiences to LinkedIn.


Ad Policies and Editorial Guidelines

All Ads and website landing pages added to RollWorks go through our Ad Content Review Process to ensure that they align with industry guidelines and policies. Please visit the following pages for more information about our Policies:


Uploading Ads

  • Login to RollWorks and navigate to 'Advertising' > 'Ad Library'
  • Click 'Upload' and drop your Ad files or browse your computer
  • Enter a Name for your Ad:
        • Use a naming convention: we recommend giving the same name to all Ads with the same messaging without including Ad size. All RollWorks reporting can be filtered by Ad size regardless of the name. If you want to be able to report on an Ad message as a whole, keeping them the same will make this easier.
  • Enter the 'Destination URL' where the ads will direct a user to upon clicking on the ad. 
        • RollWorks supports Google Analytics UTM Parameters. Learn more about how to set up UTM parameters in this help center article.
  • Click 'Save'

Any Ads that you add to the RollWorks platform will be stored in your Ad Library under 'Engage' > 'Ads' and you can search for your Ads by name or use several filter options.


Editing Ads

To find your existing Ads in the RollWorks platform login to RollWorks and navigate to 'Advertising' > 'Ad Library'. In the Ad Library, you can search for your Ads by name or use several filter options.

To edit an individual Ad hover over the Ad name and click 'Edit':

Web Ads

You can edit:

  • 'Ad Name'
  • 'Destination URL'
Facebook Ads

You can edit:

  • 'Ad Name'
  • 'Destination URL'
  • The Facebook Text that accompanies your Ad image
  • Select the call to action you would like to apply to your Ad

When you edit and save an active Facebook Ad, a duplicate will automatically be made.


To edit multiple Ads in bulk login to RollWorks and navigate to 'Advertising' > 'Ad Library' to see a list view of all your existing Ads.

You can use the search function to search for Ads that include a specific Naming convention.

Bulk Edit Destination URLs
  • Select all the Ads you want to update
  • Click 'Edit' 
  • Enter the new Destination URL field
  • Click 'Apply to all ads'
  • Click 'Save'
Bulk Edit Facebook Text
  • Select all the Ads you want to update
  • Click 'Edit' 
  • Enter the new Facebook Text and click 'Save'
  • Click 'Apply to all ads'
  • Click 'Save'

Bulk Edit Facebook Buttons

  • Select all the Ads you want to update
  • Click 'Edit'
  • Click 'Button'
  • Select the call to action you would like to apply to your Ad
  • Click 'Apply to all ads'
  • Click 'Save'




Ad Creatives Best Practices

Your Ad content and Ad creative should match your customer journey. A full-funnel approach allows you to meet each customer where they are and should continue to move, engage and nurture them through the funnel.


📝  RollWorks recommends:

      • Create 2 to 3 sets of Ads per funnel stage.
      • Refresh your ads every 3 months to prevent engagement decline due to ad fatigue.

As there are several stages in the marketing funnel, each stage should answer a different question for the customer and content should differ:


Creative recommendations for customer journey point 'UNAWARE'

Description: The prospect is unaware of your offering or brand.


Goal: Create awareness so that your customer becomes aware of your brand or product and starts exploring your company.


Types of Content & Landing Pages:

  • Introductory whitepaper 
  • Informational webinars
  • Infographics, blog posts
  • Upcoming event info

Examples of Unaware Focused Creative



Ad Messaging: 

  • Branding & Awareness: High-level brand awareness creative that tries to introduce a completely new visitor to your company is key for this stage. Focus on WHAT you do and getting your brand name into their head, not HOW you do it or WHY a prospect should use it.
  • Video: It can be expensive to produce, but if your company has already created video assets that establish your brand, they can potentially be suitable for this stage of messaging.

CTA Examples:

  • Learn More
  • See How
  • Show Me How


Creative recommendations for customer journey point 'AWARE'

Description: The prospect is aware of your brand or product.


Goal: Give prospects content and messaging that speaks to why they should consider you.


Types of Content & Landing Pages:

  • Customer testimonials
  • Use Cases
  • Demo video
  • Product focused whitepapers

Examples of Aware Focused Creative





Ad Messaging: 

  • Content Focused: Now is a good time to start sharing content on your company has that a prospect might find useful, that may not necessarily directly relate to a purchase. E-books or white papers are good ideas.
  • Product Focused: Here is a good opportunity to share HOW your product does what it does, and what makes it special in the market by calling out things that will get a visitor to want to learn more and do more research.
  • Webinar Focused: This is also a potential opportunity to share. It's a good idea to make sure you also have non-webinar-focused ads so that you can share multiple messages to your audience to see which one resonates better.

CTA Examples:

  • Register Now
  • Download Now
  • Get the eBook
  • Show Me How

Creative recommendations for customer journey point 'ENGAGED'

Description: Your customer is showing the highest level of intent. They are aware of their problem, they researched their options, and now they’re ready to make a decision. Engaged.png
Goal: Let your prospect know what the next step is and how to get in touch with your sales team.

Types of Content & Landing Pages:

  • Lead Forms
  • Product & competitor comparisons
  • Gated Case Studies

Examples of Engaged Focused Creative


Ad Messaging:

  • Conversion focused with clear Call to Action (CTA): This is when you make sure you link to a landing page that has a form fill available, and that the creative and call to action make it clear what that form fill is going to accomplish for the prospect.

CTA Examples:

  • Request a Demo
  • Let's Chat
  • Contact Us



Community content about Creatives

Click here to check it out! Visit The Accountable Marketing Collective to find more helpful tips and inspiration about ad creatives.

Need help accessing the community? Email to receive your access code.

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