What is General Exclusions?
General Exclusions is a feature that helps ensure that the audience you're targeting in advertising is who you should want to target and the accounts we’re suggesting to you in Accounts Discovered and Account Suggestions are meaningful new prospects for you. We enable these benefits for you through the automation of the exclusions of current customers, competitors, and your own coworkers.
You can use General Exclusions by sharing with us information about your customers, competitors, and coworkers.
After setting up an exclusion list with us, we will automatically apply those exclusions in your advertising campaigns as well as from Accounts Discovered and Account Suggestions if you have those features.
If you want to run an advertising campaign against your customers. in Advertising Campaigns and Playbooks there is the option of toggling off the exclusion of Customers.. Competitors and coworkers however will always be excluded once you have enabled General Exclusions.
Benefits of General Exclusions
General Exclusions makes sure that you’re using our product in the best possible way for your business.
Spending money on impressions against your coworkers, competitors, and customers is wasteful and can be a source of embarrassment for the marketing team.
Additionally, you do not want to be adding accounts to your Target Account List that are your competitors, your own business, or are already a customer, so General Exclusions makes this a seamless process to prevent them from appearing.
Getting started with General Exclusions
To get started with General Exclusions, you first need to figure out what data you’re going to use for excluding your Customers, Competitors, and Coworkers:
Customers: Do you have Salesforce? If so, we recommend integrating Salesforce and syncing over your Customers as an Account List. If not, or you cannot integrate your Salesforce with RollWorks, then you should work with the right people in your business to get a CSV of domains of your Customers. We recommend refreshing this list on a quarterly basis if it’s a static CSV.
Competitors: How many competitors do you have and where are they maintained? For most customers, this probably a list of under 10 domains that you can type manually. If you’d like though, you can upload this list as a CSV or sync the list over dynamically from Salesforce.
Coworkers: For most customers, you can manually type in the one or few domains that your business uses. If you’d like you can upload a CSV too. Next, talk to the right people in your company to find out the IP addresses for your business.
How to use General Exclusions
Navigating to General Exclusions
Locate General Exclusions by navigating to the Settings section of your application. You can find Settings in the bottom left corner of your navigation. From there, click General Exclusions within the Exclusions section of Settings.
Setting up Customer Exclusions
Upon navigating to General Exclusions the most important exclusion to set up is your Customer exclusion. You can do so by uploading a CSV of domains, syncing an Account List from Salesforce, or entering manually.
Setting up Competitor Exclusions
You can set up your Competitor exclusions in the same manner as your Customer exclusions.
Setting up Coworker Exclusions
The last exclusion to set up is the Coworker exclusion. You can do this by typing in your business’s domains and / or entering IP addresses.
Reviewing your Exclusions in Playbooks or Campaigns
After setting up an exclusion in General Exclusions, we’ll automatically apply them as exclusions to your Campaigns and Playbooks. From within your Campaign or Playbook you have the option to toggle off the Customer exclusion if you’re running a strategy for nurturing your existing customers.
Best practices with General Exclusions
- We recommend setting up all three exclusions for maximal success: Customers, Competitors, and Coworkers.
- If you have Salesforce, setting up Customers as a dynamic list is ideal for making sure your customer list stays up to date.
- For Coworkers, we recommend putting your own business’s domains as well as IP addresses if you have access to them for maximal coverage through our different data assets.
Why am I still seeing ads?
While General Exclusions are extremely helpful with minimizing the amount of ads that are served to coworkers, competitors, and customers, there are some additional steps to take to minimize self serving ads:
- Make sure that you are excluding all Conversion Segments from your Playbooks and Retargeting Campaigns to minimize impressions being served to people who have already converted on your site
- Try to make sure that for Retargeting Campaigns that your audience is in line with your budget to prevent over serving ads to specific individuals (including internal users that may not have been caught by the general exclusions). For Retargeting Campaigns we generally recommend around 10 cents per targeted cookie per month.
- Finally, if internal users continue seeing ads from Retargeting campaigns despite implementing General Exclusions and following all above best practices, it may be worth syncing an email list of current employees either as a static or dynamic list and applying that to Retargeting campaigns as an additional exclusion