Account Targeting Playbook Guide

What are Account Targeting Playbooks

Account Targeting Playbooks offer you a pre-packaged way to serve web ads to specific buyer personas within your target accounts. In a nutshell, these are the building blocks of an Account Targeting Playbook:

  1. Accounts you want to target: Select the Account Group(s) within an Account List that contains your target accounts.
  2. People you want to reach within your target accounts: Select your Buyer Persona filters by choosing Job Function, Seniority, and user-level Bombora Intent.
  3. Upload two different sets of ads: Your Account Targeting Playbook includes 2 individual campaigns 1) Unaware and 2) Aware. You will upload a different web ad set for each individual campaign with aligned messaging.

 

Key Benefits of RollWorks’ Account Targeting Playbooks:

  • Easier Campaign setup: Intuitive user experience that clearly guides a user through the campaign launch process making this playbook self-serve.
  • Goal-oriented campaigns: Best-practice advertising setups applied, with automated exclusions and real-time budget recommendations based on audience size.

 

Who can access

Access to Account Targeting Playbooks depends on your RollWorks subscription package:

Your Package Account Targeting Playbooks
Standard Advertising Included. You can launch an unlimited amount of Playbooks
Advanced Advertising Included. You can launch an unlimited amount of Playbooks
ABM Included. You can launch an unlimited amount of Playbooks
ABM with Advanced Advertising Included. You can launch an unlimited amount of Playbooks
Starter (Legacy) Included. Up to 3 Account Targeting Playbooks
Standard (Legacy) Included. You can launch an unlimited amount of Playbooks
Professional (Legacy) Included. You can launch an unlimited amount of Playbooks
Ultimate (Legacy) Included. You can launch an unlimited amount of Playbooks
Free Tier Not included

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

 

  RollWorks Recommendations

Run your Account Targeting Playbooks for at least 2-3 months and never for less time than your typical customer buying cycle.

Instead of turning off your Playbook, we recommend reviewing its settings for optimizations and updating your creative ads every 1 to 3 months depending on the length of your buying cycle. Refreshing your creative at least every 3 months is key to preventing engagement decline due to ad fatigue.

 

Launch an Account Targeting Playbook

Before you start

To use the Account Targeting Playbook, you must first complete the following steps in the RollWorks Platform:

 

Step 1: Create your Playbook 

  • Select Account Targeting.

 

Step 2: Select your Audience: Accounts Lists and Groups

  • Select the Account List and the Account Group you want to target from the drop-down menu.
  • Check the box Exclude Current Customers if you want to exclude your existing customers previously added under Settings > General Exclusions.
  • Click Next.

 

Step 3: Select your Audience: Geotargeting 

Selecting the specific Countries you want to target to define the location of the users you want to target. Geotargeting is based on the location of the individual user, not on the company headquarters or office locations.

We will factor geotargeting into the Potential Audience estimate shown below.

  Do you need help configuring Geotargeting settings?

  • Granular geotargeting based on zip code, city, metropolitan area, or state is not available with Playbooks, our best practices and recommendations is to target at the country level and narrow your audience by selecting specific Account Groups and layering Buyer Persona filters.
  • If you want to select a global region, for example, APAC, you will need to manually select all the countries individually.
  • Learn more about Geotargeting for Playbooks here.

 

Step 4: Select your Audience: Buyer Personas 

To complete your Audience you need to define the criteria for your Playbook audience attributes or Buyer Persona:

  • Select Job Function to target a specific person's role within an organization.  
  • Select Seniority to define a person's rank within an organization.
  • Select user-level Bombora Intent Topics to define what are the specific topics that a person has expressed interest in by browsing content on related topics across the internet. These user-level intent Topics are powered by Bombora Audience Solutions. 

  Do you need help to configure your buyer persona?

When selecting the Buyer Persona attributes using Job Function, Seniority and user-level intent topics ensure that your filters aren't too narrow causing the audience size to be too small (less than 2,000 cookies), as this may cause delivery issues for the Playbook. Learn more about how to define Buyer Personas in your Playbooks in this article.

 

 

Step 5: Select Creatives for Each Campaign

Continue to set up the two Campaigns in your Playbook as follows:

Add a different set of Ads to each Campaign customized to the different customer stages.

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.

 

  Do you need help to create Web & Native Ads on your own?

 

Under Form Submission for the Aware Campaign select the form submission Conversions Audiences that indicates that your audience is considering your product. You will choose between:

    •  Use Every Form Submission to include all existing and future Conversion Audiences that you add to RollWorks
    • Use Specific Forms to include only specific Conversion Audiences
UNAWARE AWARE

Drive New Website Visitors

- Target Audience:

  • Account List & Account Group
  • Buyer Persona defined in Step1
  • Unaware (0 pages viewed)

Select Ads

- Goal: +1 Pages Viewed

Re-Engage Website Visitors

- Target Audience:

  • Account List & Account Group
  • Buyer Persona defined in Step1
  • Aware (+1 pages viewed)

- Select Ads

Goal: Select Form submission

 

 

Step 6: Select Budget & Schedule

Continue to set up your budget and schedule for this Playbook. While you enter the details below you will see the estimated Reach Forecast on the right side.

  • Select Budget Type:
      • Ongoing: Select for campaigns that will run indefinitely.
      • Fixed Dates: Select if you want to run this playbook during a specific date range.

AT PB - BUDGET.png

  • For Ongoing budget:
      • Select a Start Date between Immediately or Future Date
      • Enter your Monthly Budget, RollWorks will aim to spend this amount monthly.
  • For Fixed Dates budget:
      • Select a Start Date
  • Select an End Date:
      • Enter your Total Budget, this is the total spend for the duration of the playbook.
  • Select Day Parting:
          • Show Ads 24/7 - Your Playbook will run 24/7 without interruption.
          • Pause on Weekends - Your Playbook will run 24/7 on weekdays and pause on weekends.
          • Custom Day Parting - Your Playbook will run on specific days and hours

 

Step 7: Review & Launch

  • Review that all the configurations in your playbook are correct: Audience, Campaigns, and Budget.
  • Add a Playbook Name to easily identify your Playbook in the RollWorks platform and reports
  • Click Launch

Screen Shot 2021-12-15 at 12.04.57 PM.png

 

Account Targeting Playbook FAQ

What types of creative ads are supported in Playbooks?

Playbooks support Web Image Ads, Web Video Ads, Web HTML5 Ads, and Native Ads.

 

Can I make changes to a Playbook once it is live?

Yes, the following actions are available after launch: Edit, Pause, Clone, and Delete.

 

What geotargeting options are available in Playbooks?

You can select one or multiple countries as your geotargeting filter. Geotargeting is based on the location of the individual user targeted.

  • Granular geotargeting based on zip code, city metropolitan area, or state is not available with Playbooks. You can launch a Web Campaign instead.
  • Global geotargeting based on a global region, for example, APAC, is not available. As a workaround, you can manually select all the countries individually.

You can read more about Geotargeting options for Playbooks here.

 

What user-level Buyer Persona attributes can I use to define the audience I want to target?

There are three Persona Attributes at the user-level to define the audience you want to target:

  • Job Function
  • Bombora Intent Topics
  • Seniority

For more information about how to use these Persona attributes to build your audience please visit this Personas Guide

 

Can the same account be targeted through multiple Playbooks?

  • If you run different types of Playbooks simultaneously:
    • We will automatically exclude any accounts in your 'Bombora Intent Targeting Playbook' from your 'Account Targeting Playbook' to avoid overlap. 
    • We will automatically exclude any accounts in your 'Bombora Intent Targeting Playbook' from your 'Website Retargeting Playbooks' to avoid overlap.
    • We will automatically exclude any accounts in your 'Account Targeting Playbooks' from your 'Website Retargeting Playbooks' to avoid overlap.
    • Due to the time it takes for RollWorks's infrastructure to update many systems it is still possible to serve some impressions to an account in both Playbooks as the audiences get updated to be targeted or excluded as the account surges in Bombora Company Surge intent.
  • If you run multiple Account Targeting Playbooks simultaneously:

 

How is 'Currently Targeting' calculated for Playbooks?

Currently targeting refers to all the cookies that go into bidding. It refers to the potential audience. Whether a cookie sees or not an ad will depend on how the bid goes and things such as the budget being enough etc.

You can find Currently Targeting by navigating to any Playbook Summary page.

  • Navigate to Advertising > Campaigns & Playbooks.
  • Clicking the Playbooks tab.
  • Click the Playbook Name for which you want to see the data.

 

What are the mechanics behind targeting a cookie vs targeting an account?

Account Targeting Playbook are divided into two campaigns:

  • Drive New Website Visitors
  • Re-Engage Website Visitors

Each Account consists of multiple cookies that represent individual contacts. Playbooks target the account and the cookies within that account distributing the cookies between both campaigns depending if the contacts have already been to your website or not. Once a cookie reaches the Goal of Campaign number 1 (visit 1 page on your site) it is moved to the Campaign number 2.

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