Lookalike Targeting Campaign Guide

What are Lookalike Targeting Campaigns

Lookalike targeting campaigns analyze your website's user behaviors and match these signals with similar users across the web using The IntentMap.

The goal of Lookalike targeting is to drive net-new users to your website that resemble those already engaging and fill the website retargeting funnel with quality new visitors. Since these users have not been to your website before, they may not be familiar with your brand. It is important to use high-level branding imagery to build awareness among new potential users.  Keep in mind, that the ads you use for Lookalike Campaigns should be meant to introduce customers to your brand and encourage them to learn more, whereas Website Retargeting Campaigns encourage conversions from people who have already visited your website before.


Who can access

Access to Website Lookalike Campaigns depends on your RollWorks subscription package:

Your Package Website Lookalike Campaigns
Standard Advertising Included
Advanced Advertising Included
ABM Not Included
ABM with Advanced Advertising Included
Starter (Legacy) Included
Standard (Legacy) Included
Professional (Legacy) Included
Ultimate (Legacy) Included
Free Tier Included

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


Before you start

  • Make sure you have sufficient data on which your lookalike audience will be based. It is recommended to run a Website Retargeting Campaign first in order to collect accurate data about your High Intent visitors. That way your Lookalike Targeting Campaign will be more effective and less random.


Launch a Lookalike Targeting Campaign


To use the Lookalike Targeting Campaign, you must first complete the following steps in the RollWorks Platform:

Now you are ready to create your new Lookalike Targeting Campaign:

  • Login to RollWorks and navigate to Advertising > Campaigns & Playbooks > Create
  • Select 'Website & Apps'



Step 1: Select your Campaign Settings

Lookalike Targeting Campaign Settings


  • Select 'Lookalike Targeting' as your Campaign Goal to find potential customers that look like your current customers.



  • Choose your 'Campaign Name'

Choose a name that will be easy to identify in your reports.


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  • Choose your 'Optimization Strategy'

    • Clicks: Focus on increasing traffic by maximizing clicks.
    • Impressions: Maximize how many ads are shown.

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The Optimization Strategy setting allows you to specify a goal for this specific Campaign to determine how you want RollWorks to prioritize your bidding.

Click here to learn more about how to choose your Optimization Strategy. 


  • Choose your Campaign 'Start and End Dates'

    • Start 'Immediately' or select a specific date in the future

    • End your campaign on a specific date or select 'No End Date'

    • If you select specific dates you can select the specific time of the day to start and end your campaign

Default Start and End Dates Specific Start and End Dates
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  • Advanced Campaign Settings: Day Parting

      • This campaign advanced setting gives you control over when your ads serve for a specific campaign. You can use Day Parting to select the specific days of the week that you want your ads to serve and the specific times of the day. Learn more about this advanced campaign setting here.

🚨 Recommended

By default, Day Parting is set as automatically run 24/7, we recommend that you use the default Day Parting Campaign settings to let BidIQ® dynamically optimize how many times your ads appear to the same person.

🚨 Recommended

By default, your Frequency Capping is automatically optimized by BidIQ®, RollWorks' proprietary real-time bidding algorithm. BidIQ® processes hundreds of variables for each and every user to determine whether or not to bid, and how much, at the time of each potential impression.

Step 2: Define your AdGroup settings for your Campaign

An Ad Group is a subset of your campaign that lets you group and schedule specific Ads to be displayed to a specific Website Audience or Contact Audience.

📝 When you create a new campaign in RollWorks

  • You must create at least one Ad Group within your Campaign.
  • You can create as many Ad Groups as needed within your Campaign.
  • You will be able to measure performance across each Ad Group you set in this step. 
  • The budget allocated to a campaign is fluid among each of its associated ad groups.
  • You cannot set different budget allocations for each AdGroup.

To configure your AdGroups for your Lookalike Targeting Campaign follow these steps:

AdGroup settings

How to adjust this setting

AdGroup Name

Jump to choose your AdGroup Name

AdGroup Schedules to start and end on specific days and times.

Jump to choose your AdGroup custom schedules

AdGroup Ads to select specific ads relevant to this audience on the selected schedule.

Jump to choose your AdGroup creative Ads


  • Choose an 'AdGroup Name'

Choose a naming convention that you will be able to recognize in Rollworks Reports and dashboards.

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  • Choose an AdGroup Schedule

If you want this AdGroup to run on a different schedule than your campaign, toggle on 'Custom AdGroup Schedule' and select the start and end dates.

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  • Add creative Ads to your AdGroup

      • We recommend that at a minimum you select the following Web Ad sizes: 160x600, 300x250, 300x600, 320x50, 728x90, 970x250, 600x500, 600x315. Click here to learn more about the Web Ads types and sizes supported by RollWorks.

      • We recommend that you create an additional AdGroup with different design elements and our artificial intelligence will optimize towards the best performing creative Ads across your campaign AdGroups.

      • We recommend using lower funnel branding and lifestyle images with a compelling Call to Action to draw in people who may not be familiar with your brand.
  • Choose existing ads

    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.

    • Click on the “Choose” button to select the ads and click on “Choose” again to add them.
    • Click “Save”.

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  • Upload new ads that are not in the ad library

    • Click on the “Upload” button and browse or drag and drop the ad images.

    • Click “Upload” and “Save”.


  • Create more AdGroups as needed

    • Add additional AdGroups to your campaign as needed by clicking 'New AdGroup' and repeating the prior steps to define: AdGroup Name, Custom Schedule, Location, and Ads.

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Step 3: Launch and Pay

  • Review the settings of your Lookalike Targeting campaign:


Campaign Settings

Campaign Name

Campaign Daily Budget

Optimization Strategy

Campaign Start and End Date

AdGroup Settings

AdGroup Custom Schedule

AdGroup Audience Location

AdGroup Ads

Payment Account Payment Method
  • Select your desired Payment Method
  • Click 'Launch'


Pause a Campaign

  • Login to RollWorks and go to Advertising > Campaigns & Playbooks and click on the 'Campaigns' tab.
  • Find the campaign you want to pause and click on the campaign name.
  • The campaign details page will open, click the dropdown arrow next to 'Edit'
  • Click 'Pause'

You can resume a campaign by following the same steps above and clicking 'Resume'


Pause an AdGroup

  • Login to RollWorks and go to Advertising > Campaigns & Playbooks and click on the 'Campaigns' tab.
  • Find the campaign you want to pause and click on the campaign name.
  • The campaign details page will open, scroll down to the 'Ads' tab.
  • Find the AdGroup you want to pause and hover over the three dots next to your AdGroup name
  • Click 'Pause'

 Once paused, the budget previously allocated to that AdGroup will move toward your other AdGroups. If you pause the only AdGroup in your campaign, the campaign will stop spending until the AdGroup is reactivated or a new AdGroup is created.


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Complete an AdGroup

Completing your AdGroup means that your AdGroup will reach its End Date.

  • Login to RollWorks and go to Advertising > Campaigns & Playbooks and click on the 'Campaigns' tab.
  • Find the campaign you want to pause and click 'Edit'
  • This will open the Campaign details page in edit mode.
  • Click on the AdGroup name you want to end
  • Go to '
  • Select today's date as the End Date
  • Click 'Save'

Setting up an End Date as today will cause the AdGroup to end today.

🚨 Remember

If you complete an AdGroup in a campaign with a single AdGroup the campaign will automatically end and be marked as completed.


Edit existing campaigns

  1. Login to RollWorks and go to Advertising > Campaign &Playbooks.
  2. Click the 'Campaigns tab'.
  3. Find the campaign that you want to edit and click on the campaign name.
  4. Click 'Edit'.

Jump to learn how to edit Campaign Settings.

Jump to learn how to edit AdGroup Settings.



When a campaign is in a running state but not serving impressions here are a few things which you may want to check:

  • Check if you are looking at the correct date range, to make sure you see the current data.
  • Newly launched campaigns may need up to 24 hours to start serving impressions, so if it was less than that, do not worry and give it some more time.
  • Make sure that the ads in the campaign are approved.

In case all of the above criteria are met, feel free to reach out to RollWorks Customer Support Team for help.

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