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:

  • Start by selecting the Account Group(s) within an Account List that contains your target accounts.
  • Then, select the Buyer Persona criteria. Job Function, Seniority, and user-level Bombora Intent Topics) to define the specific people want to reach within your target accounts.  
  • 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.

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

The Account Targeting Playbook is available to customers on any of our paid subscription packages: Starter, Standard, Professional, or Ultimate.

My RollWorks Package Can I launch Account Targeting Playbook?

Free

❌  No

Starter

✅  Yes, you can launch 3 Account Targeting Playbooks

Standard

Professional

Ultimate

✅  Yes, you can launch an unlimited amount of Playbooks

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:

Now you are ready to create your new Account Targeting Playbook:

  • Select Account Targeting

 

Step 1: Select your Audience: Accounts and Account 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 2: Select your Audience: Buyer Personas 

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

  • Select Geography to target specific countries. Selecting specific countries will be factored into the Potential Audience estimate for this Playbook, as well as a filter in targeting once the Playbook is running.

      Geotargeting limitations

    Granular geotargeting based on zip code, city metropolitan area, or state is not available with Playbooks.

    If you want to select a global region, for example, APAC, you will need to manually select all the countries individually.

  • Select Job Function to target a specific person's role within an organization.  
  • Select 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.
  • Select Seniority to define a person's rank within an organization.

Do you need help selecting the Buyer Persona attributes? Check out this help center article.

When selecting the Buyer Persona attributes above ensure that the user-level attributes are not too narrow causing the audience size to be too small ( less than 2,000 cookies), as this may cause delivery issues for the playbook. To learn more about how to define Personas using Intent data visit this help center article.

 

Step 3: Select Creatives for Each Campaign

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

  • Add Ads to each Campaign. We suggest that you use a different set of Ads for each one, customized to the different customer stages. Learn more Ad best practices here.
  • 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 4: 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 5: 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 creatives are supported in Playbooks?

Playbooks support all 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.

  • Granular geotargeting based on zip code, city metropolitan area, or state is not available with Playbooks.
  • 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 on 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 I run Bombora Intent Playbooks at the same time as Account Targeting Playbooks?

Yes, you can run Bombora Intent Playbooks and Account Targeting Playbooks simultaneously. 

If you are targeting the same Account List in a Bombora Intent Playbook and an Account Targeting Playbook, the Accounts will only be targeted within the Bombora Intent Playbook until the account stops surging with Bombora Intent.

Note: 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.

 

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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