Website Retargeting Playbook Guide

What are Website Retargeting Playbooks

The Website Retargeting Playbook offers you a pre-packaged way to display ads to users that have already visited your website, with the goal of ultimately generating form-fill conversions.

Based on your total website visitors we will automatically recommend one of three possible pre-packaged strategies with a different sequence of retargeting campaigns with different creative ads for each campaign. These are the three strategies:

1. Standard: Target all your website traffic in a single campaign.
2. Intermediate: Split your website traffic into two audiences and target them separately: 
   • People who viewed at least 1 page.
   • People who viewed at least 3 pages.
3. Advanced: Split your website traffic into three audiences:
   • People who viewed at least 1 page.
   • People who viewed at least 3 pages.
   • People who viewed your high-value pages (for example, visitors who abandoned a form or view your pricing page).

To help you choose between a Website Retargeting Playbook and a Website Retargeting Campaign, read the table below summarizing the key differences and features supported:

Feature	Description	Website Retargeting Campaigns	Website Retargeting Playbooks
Target only a subset of your website traffic	This feature allows you to target only specific URLs or website audiences instead of 100% of your website traffic.	✅	❌
Retargeting Strategies	Take the guesswork out of knowing the right retargeting strategy. Automatic strategy recommendation (basic, intermediate, or advanced) to segment your Playbook into 1, 2, or 3 different preset campaigns with preset audiences and different ads.	❌	✅
Budget Estimates and management	Automatic optimal monthly budget recommendation to effectively reach the cookies in your audience	❌	✅
Real-time Audience Estimates	Understand how cookie durations and countries impact your audience size and cookie counts.	❌	✅
Automatic conversion exclusions	Stop targeting users that have completed a fill form conversion automatically. Exclude audiences targeted through other Playbooks.	❌	✅
AdGroups	Segment your campaign to display specific ads to Website Audiences who have visited a specific high-value/landing page. Segment your campaign to display specific ads to a list of emails in a Contact Audience.	✅	❌

 

Who can access

Access to Website Retargeting Playbooks is available with all RollWorks paid packages

Your Package	Website Retargeting Playbooks
Account Based Advertising	Included
Account Based Marketing + Advertising	Included
Account Based Marketing	Included
Starter (Legacy)	Included
Standard (Legacy)	Included
Professional (Legacy)	Included
Ultimate (Legacy)	Included
Free Tier	Not Included

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

 

Launch a Website Retargeting Playbook

Before you start

To use the Website Retargeting Playbook, you must first complete the following checklist:

1. Activate the Pixel on your website. 
2. Create a Website Audience for your high-value pages. 
   
   • • • Each landing page where your visitors are prompted to submit a form with their email address (i.e. demo request).
       • Your most valuable pages that denote your visitor is interested in your product or services (i.e. pricing pages and product-specific pages).
3. Create a Conversion Audience for each of your conversion pages. 
   • • • Each 'thank you' or confirmation page is shown to your visitors after they submit their email through a form on your website.
4. Upload at least one set of creative Web Ads. You will need different 2 different ad sets if you choose an intermediate strategy, and 3 ad sets if you choose an advanced retargeting strategy.  

Now you are ready to create your new Website Retargeting Playbook:

• Log in to RollWorks and navigate to Advertising > Campaigns & Playbooks > Create.

• Click Website Retargeting.

 

Step 1: Select your Playbook Strategy

You will be prompted to choose one of the following 3 retargeting strategies. 

• Standard: Target all your website traffic in a single campaign.
• Intermediate: Split all website traffic into two audiences and target them separately: 
  • People who viewed 1+ pages.
  • People who viewed 3+ pages.
• Advanced: Split all your website traffic into three audiences:
  • People who viewed 1+ pages.
  • People who viewed 3+ pages.
  • People who viewed your high-value pages (for example, visitors who abandoned a form or view your pricing page).

The RollWorks platform will recommend one of these three strategies based on your monthly website's unique visitors to yield optimal performance. The strategy you select determines how many different sets of creative ads you need to use.

 

Step 2: Define your Audience

In this second step, you will define the criteria for your Playbook audience including:

• Geography: Use Geography to target specific countries. Selecting specific countries will not factor into the Potential Audience estimate for this Playbook, but will be applied as a filter in targeting once the Playbook is running.

• Last Visit: We recommend targeting visitors who have visited your website within the last 90 days. You can decrease this timeframe to decrease your potential audience and recommended budget.
• General Exclusions: Decide if the customers you defined previously in General Exclusions should be targeted or not.

 

Step 3. Set up your Campaigns

Click on the Playbook Strategy that you selected in the prior step 1 to continue with the step-by-step instructions that apply to your strategy:

• Jump to the Standard Strategy
• Jump to the Intermediate Strategy
• Jump to the Advanced Strategy

As part of this step, you will select the set of Ads that will be used to target each campaign. We strongly recommend that you use different Ads with different messaging for each campaign within a Playbook. If you haven’t added your Ads to your Ad Library you can learn more about how to in this Ad Guide.

 

Standard Retargeting Strategy Campaign Setup

If you chose this strategy you will target a single audience of people who viewed at least 1 page with one individual campaign. Your objective is to re-engage all your website visitors with the final goal to submit a lead conversion form fill. Once a user completes a lead submission form we will automatically stop serving ads to the user through his playbook.

Continue to set up the individual campaign that makes up this playbook by choosing the set of creative ads that will be shown to your audience. Under Ads select the creatives you want to use.

 

Intermediate Retargeting Strategy Campaign Setup

If you chose this strategy you will split your visitors into two audiences and will launch two campaigns:

• Aware: People who viewed 1+ pages. 
• Interest: People who viewed 3+ pages.

Your objective is to re-engage website visitors and increase engagement with the final goal to submit a conversion form fill. Once a user meets this goal we will automatically stop showing ads.

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

• Under Ads select the creatives you want to use for each individual campaign. You must use a different set of creative ads customized to the different customer stages (Aware, Interest, Consideration). Learn how to customize your creative based on the customer stage.
• Under Form Submission select your Conversions Audiences. These are the thank you and confirmation pages shown to visitors after they submit their email through a lead form-fill. You will choose between:
  • Use Every Form Submission to include all existing and future Conversion Audiences that you add to RollWorks. This is our recommended approach.
  • Use Specific Forms to include only specific Conversion Audiences.

             

 

Advanced Retargeting Strategy Campaign Setup

If you chose this strategy you will split your visitors into three audiences:

• Aware: People who viewed 1+ pages.
• Interest: People who viewed 3+ pages.
• Consideration: People who viewed one of your high-value pages.

Your objective is to move users down the funnel from Aware to Interest to Consideration with the final goal of driving your visitors to submit their email addresses through a lead form-fill. These lead form-fills submitted are tracked in RollWorks as Conversion Audiences. Once a user meets the last goal and submits a lead form-fill we will automatically stop serving them ads through this playbook.

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

• Under Ads select the creatives you want to use for each individual campaign. You must use a different set of creative ads customized to the different customer stages (Aware, Interest, Consideration). Learn how to customize your creative based on the customer stage.
• Under Visit to specific Pages select your high-value pages. These are important pages such as your pricing page and any landing pages where visitors are presented with a form to submit their email addresses. Learn more about High-value pages.
• Under Form Submission select your Conversions Audiences. These are the thank you and confirmation pages shown to visitors after they submit their email through a lead form-fill. You will choose between:
  • Use Every Form Submission to include all existing and future Conversion Audiences that you add to RollWorks. This is our recommended approach.
  • Use Specific Forms to include only specific Conversion Audiences.

 

 

Step 4: 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:

• Choose Ongoing to run your Playbook indefinitely, so that it never stops unless you manually pause it. You can select the Start Date:
  • Choose Start Date = Immediately so that your Playbook starts within a few hours.
  • Choose Start Date = Future Date for your Playbook to start on a specific date in the future. 
    • • • Immediately: your Playbook with start within a few hours.
        • Future Date: your Playbook will start on a specific date in the future.

• Choose Fixed Dates to run your Playbook for a specific duration of time. If you select this option you will have to decide the following:
  
  • Start Date
  • End Date
  • Total Budget, this is the total spend for the duration of the playbook.

• Choose between the following Day Parting options:
  • Show Ads 24/7 for your Playbook to run 24/7 without interruption.
  • Pause on Weekends for your Playbook to run 24/7 on weekdays and automatically pause on weekends.
  • Custom Day Parting for your Playbook to run on specific days and hours you select.

 

Step 5: Review & Launch

Playbook Review & Launch: Review and name your Playbook then click 'Launch'.

 

Web Retargeting Playbook FAQ

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 audiences are excluded from Website Retargeting playbooks?

1. Any visitor that completes a conversion on your site, will be automatically excluded from your Website Retargeting Playbook.
2. If you are running other Playbooks simultaneously (for example an Account Targeting Playbook) RollWorks will automatically exclude the audiences targeted in your other Playbooks.
3. When launching your Playbook you can decide if you want to exclude your existing customers defined in General Exclusions.

You cannot exclude any other RollWorks audiences from Playbooks outside of the three audiences explained above.

 

Can I make changes to a Playbook once it is live?

Yes, you can edit, pause, clone, and delete a Playbook while it is running.

 

Can I run multiple Website Retargeting Playbooks?

All customers with a RollWorks subscription package have access to create as many Website Retargeting Playbooks as needed. 

We only recommend launching multiple Website Retargeting Playbooks if you are targeting different countries in each Playbook. Otherwise, you will have multiple Playbooks targeting the same audience. Any overlapping accounts included in multiple Website Retargeting Playbooks will be targeted by each playbook.

 

Can the same account be targeted through multiple Playbooks?

• If you run different types of Playbooks simultaneously:
  • We will automatically exclude any accounts in your 'Bombora Intent Targeting Playbook' from your 'Website Retargeting Playbooks' to avoid overlap.
  • We will automatically exclude any accounts in your 'Account Targeting Playbooks' from your 'Website Retargeting Playbooks' to avoid overlap.
  • We will automatically exclude any accounts in your 'Bombora Intent Targeting Playbook' from your 'Account Targeting Playbook' to avoid overlap.
  • 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.

• If you run multiple Website Retargeting Playbooks simultaneously:
  • Any overlapping accounts included in both Website Retargeting Playbooks will be targeted twice.
  • We only recommend launching multiple Website Retargeting Playbooks if you are targeting different countries in each Playbook. Otherwise, multiple Website Retargeting playbooks will target the same audience.

 

Do the audience size estimates account for country-level targeting?

Currently, the audience estimate in the Website Retargeting Playbook is at the aggregate level - it does not factor in geography into the calculation.

 

Can I run a Website Retargeting Playbook and a Retargeting Campaign at the same time?

Yes, this is only recommended if you make sure that you are targeting different audiences between them. The main reason why you would use a Retargeting Campaign instead of a Website Retargeting Playbook is if you require audience flexibility. The two most common use cases are:

• You want to show specific ads to someone who has visited a specific page on your website.
• You want to target a list of emails included in a Contact Lists.

 

What types of creatives are supported in Playbooks?

All Web Ads, Native Ads, Video, and personalized ads are supported. Learn more about all the types of Ads available in the RollWorks Platform in this Ad guide.

 

How is 'Currently Targeting' calculated for Playbooks?

'Currently Targeting' is a metric available on the Playbook Summary Page that shows the potential audience that is considered by our bidding algorithm to decide whether we serve them an ad or not. Not all the cookies under 'Currently Targeting' will be reached by an ad.

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.