General Exclusions Guide

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 all the General Exclusions available to you under Settings before you launch your first Campaign or Playbook. 

In the General Exclusion settings you can:

1. Exclude your current customers. Jump to this section.
2. Exclude your competitors. Jump to this section.
3. Exclude your own company coworkers. Jump to this section.

After you configure your general exclusions in RollWorks we will automatically apply these General Exclusions in your:

• • • Advertising Campaigns and Playbooks: avoid wasteful spending on impressions targeting your coworkers, competitors, and current customers.
    • Accounts Discovered: avoid adding your own business, your competitors, and your current customers to your Accounts Lists.

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.

Exclude your customers

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

• Log in to RollWorks and go to Settings > General Exclusions
• Click Exclude Customers

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

• • • 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.

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

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

• • • 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.

Exclude your coworkers

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

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

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.

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