What are General Exclusions

General Exclusions are a RollWorks account setting that helps you to exclude specific audiences from being targeted in your advertising Campaigns and Playbooks.

We strongly recommend that you set up General Exclusions settings in your RollWorks accounts before you launch your first Campaign or Playbook. 

In the General Exclusion settings you can exclude:

  • Your current customers
  • Your competitors
  • Your own company coworkers.

We recommend setting up all three exclusions for maximal success. After you configure your general exclusions in RollWorks we will automatically apply those exclusions in:

 

Who can access

All RollWorks customers including those without a subscription package can use General Exclusions.

The option to import your current customer and competitor company lists via Salesforce is limited to customers with access to the RollWorks Salesforce Integration. Learn if you are eligible here.

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

 

Data Sources

RollWorks ingests company domains as the source data to exclude your customers, competitors, and coworkers. Additionally, we can ingest IP addresses to exclude your coworkers.

Who do you want to exclude? Data used by RollWorks How do I import the data to RollWorks?
Customers

- Domains

The data you use to import your current customer list to RollWorks will depend on how many customers do you have and if you have integrated Salesforce with RollWorks:

  • Upload a file: Drag and drop a CSV file with your customers' company domains.
  • Sync from Salesforce: Import your customer company list dynamically.

  • Enter Manually: Type your customers' company domains manually in RollWorks.
Competitors

- Domains

The data you use to import your current customer list to RollWorks will depend on how many competitors do you have and if you have integrated Salesforce with RollWorks:

  • Upload a file: Drag and drop a CSV file with your competitor domains.
  • Sync from Salesforce: Import your competitor company list dynamically.

  • Enter Manually: Type your competitor company domains manually in RollWorks.
Coworkers

- Domains

- IP addresses

 

There is one option to enter your own Coworkers data in RollWorks:

  • Enter Manually: Type your own company domains and IP addresses for your corporate networks manually in RollWorks.

 

📝   If you choose Salesforce as your data source to exclude your customer and competitor, we can only exclude them if the company domain in your Salesforce Account record is filled out correctly. If the company domain in your Salesforce Account record is blank or incorrect we are unable to import the data.

 

Exclude your customers

To exclude your customers from your target audiences follow the steps below:

  • Login to RollWorks and go to 'Settings' > 'General Exclusions'
  • Click 'Exclude Customers'

EXCLUDE_CUSTOMERS_NAV.png

  • Select your preferred method to import your customer company lists:

Screen Shot 2021-12-30 at 11.06.41 AM.png

      • Enter Manually: Type your customer domains manually in RollWorks.
            • We recommend refreshing this static list on a quarterly basis.
    •  
      • Upload a file: Drag and drop a CSV file with your customer domains.
            • We recommend refreshing this static list on a quarterly basis.
    •  
      • Sync from Salesforce (⭐  recommended): Import your customer company list dynamically. Setting up customers exclusions as a dynamic list is ideal for making sure your customer list stays up to date. Follow the steps below:

            • Confirm that you have completed the setup for the Salesforce Integration with RollWorks.

            • Create a Salesforce company list using the RollWorks List Manager Salesforce App following these steps. Once you complete the creation of your customer company list, the Salesforce data sync will push the new list to RollWorks at 12:00 pm (UTC), any new lists created in Salesforce will be available in RollWorks after this daily sync.
            • Select the Salesforce company list. All accounts added to this list in Salesforce will be automatically added to your Customer Exclusions list after the daily data sync between Salesforce and RollWorks.

FINAL CUSTOMER LIST.png

    •  

Exclude your competitors

To exclude your customers from your target audiences follow the steps below:

  • Login to RollWorks and go to 'Settings' > 'General Exclusions'
  • Click 'Exclude Competitors'

EXCLUDE_COMPETITORS_NAV.png

  • Select your preferred method to import your competitor company lists:

Screen Shot 2021-12-30 at 11.02.47 AM.png

      • Enter Manually: Type your customer domains manually in RollWorks.
            • We recommend refreshing this static list on a quarterly basis.
    •  
      • Upload a file: Drag and drop a CSV file with your customer domains.
            • We recommend refreshing this static list on a quarterly basis.
    •  
      • Sync from Salesforce: Import your competitor company list dynamically.

            • Confirm that you have completed the setup for the Salesforce Integration with RollWorks.

            • Create a Salesforce company list using the RollWorks List Manager Salesforce App following these steps. Once you complete the creation of your competitor company list, the Salesforce data sync will push the new list to RollWorks at 12:00 pm (UTC), any new lists created in Salesforce will be available in RollWorks after this daily sync.
            • Select the Salesforce company list you just created. All accounts added to this list in Salesforce will be automatically added to your Customer Exclusions list after the daily data sync between Salesforce and RollWorks.

FINAL COMPETITOR LIST.png

 

 

Exclude your coworkers

  • Login to RollWorks and go to 'Settings' > 'General Exclusions'
  • Click 'Exclude Coworkers'

COWORKERS_NEW_UI.png

 

To exclude coworkers, we recommend putting your own business’s domains as well as IP addresses if you have access to them for maximal coverage:

  • Type or copy-paste the domains for the company you work for 'Exclude by Domain' 
        • Enter one domain per line
        • We exclude all subdomains that end in the domain entered. For example if you enter acme.com we will automatically exclude help.acme.com
  • Type or copy-paste the corporate IP addresses for the company you work for 'Exclude by IP address'.
        • Reach out to your IT team to find out the IP addresses for your corporate networks.
        • Enter all the versions of your IP address including both computer and network IP addresses.
        • Use an asterisk * after in place of the last number of the IP address to exclude a range of IP addresses. For example, 11.11.11.* will exclude all IP addresses in the range 11.11.11.0 to 11.11.11.255

Screen Shot 2021-12-30 at 12.52.15 PM.png

 

FAQ

Can I target my own customers in a Campaign or Playbook after I enable General Exclusions?

Yes, if after you enable General Exclusions to exclude your current customers automatically, you want to run a specific Campaign or Playbook targeting your current customers, you can adjust the settings of the Specific Campaign or Playbook to override your general exclusions.

Competitors and coworkers will automatically be excluded from all your Campaigns and Playbooks once you set them up in your General Exclusions.

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.

 Campaign_Toggle_GE.png

 

Why do I see my own ads after excluding my company and coworkers? 

While General Exclusions are extremely helpful in minimizing the number 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 Audiences from your active Playbooks and Website Retargeting Campaigns to minimize impressions being served to people who have already converted to your site.
  • For your Website Retargeting Campaigns confirm 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). We generally recommend around 10 cents per targeted cookie per month.
  • If your coworkers continue seeing your own ads despite implementing Coworker General Exclusions and following the above best practices, we recommend importing an email list of your company employees either as Contact Audience from your CRM and then excluding this audience from your Website Retargeting campaign.

 

Watch Video Lessons

🎓  Setting up General Exclusions in RollWorks

We’ll go over the following topics in this video:

    🔇  What General Exclusions are and their purpose

    🎯  Different types of exclusions available to you

    🛠  How to set them up within the RollWorks platform

Screen Shot 2022-04-11 at 6.16.23 PM.png

 

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