Website Retargeting Playbook Guide

What is a Website Retargeting Playbook?

The Website Retargeting Playbook offers customers a pre-packaged way to re-engage your website visitors, with the goal to ultimately generate form submissions on your website.

Key Benefits of RollWorks’ Website Retargeting Playbooks:

  • Effectively set up a Website Retargeting strategy
  • Easily optimize your budget to align with your audience size & campaign duration
  • Efficiently build & manage your audiences for re-engagement

While the underlying algorithm and logic are the same for both Website Retargeting Playbooks and Website Retargeting Campaigns, the core difference is that Playbooks offer an improved user experience based on our best practices. 

Here are the differences in capabilities between Website Retargeting Playbooks vs Campaigns:

 

Retargeting Strategies

Budget Estimates & management

Real-time audience estimates

Audience Flexibility

Ad Groups for Ad set reporting

Automated Conversion Exclusions

Website Retargeting Playbook ✅ 

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Website Retargeting Campaign

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How do Website Retargeting Playbooks work?

After setting up the RollWorks Pixel on your site, our platform is able to capture the traffic and their behaviors on your website. When launching a Website Retargeting Playbook you will choose your retargeting strategy and define which audiences you will include.

Once a visitor completes a conversion on your site, they will automatically be excluded from your Website Retargeting Playbook. If you are running other Playbooks simultaneously (for example an  Account Targeting Playbook) RollWorks will automatically exclude the audiences in your other Playbooks from your Website Retargeting Playbook audience.

 

Who is eligible to access Website Retargeting Playbooks?

The Website Retargeting Playbook is available to customers on any of our paid subscription packages: Starter, Standard, Professional, or Ultimate. 

To find your current subscription package, log in to RollWorks and navigate to Settings > Billing > Plans & Usage. If you do not have an active package you will not see 'Plans & Usage'.

 

How do I create a Website Retargeting Playbook?

Before you start:

To use the Website Retargeting Playbook, you must first complete the following steps in the RollWorks Platform:

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

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  • Click 'Website Retargeting' > 'Get Started'

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Step 1: Select your Playbook Strategy

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

  • Standard: Target all your website visitors in a single campaign.
  • Intermediate: Split your website visitors into two audiences and target them separately: 
    • People who viewed  at least 1 page
    • People who viewed at least 3 pages
  • Advanced: Split your visitors 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)

The RollWorks platform will recommend and highlight one of these strategies based on your monthly website unique visitors and our best practices to yield optimal performance. Selecting your strategy determines how many different sets of Ads we recommend you use for each campaign.

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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.

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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:

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 Strategy Playbook

If you chose this strategy you will target a single audience of people who viewed at least 1 page with one campaign. Your objective is to re-engage website visitors 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 the Campaign in your Playbook as follows:

  • Add Ads to your Campaign. We suggest that you use a different set of Ads for each one, customized to the different customer stages. Learn more Ad best practices here.

AWARE

Re-Engage Website Visitors

- Audience: 1 page viewed

- Select Ads

- Goal = 3 pages viewed

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Intermediate Strategy Playbook

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

  • Aware: People who viewed at least 1 page 
  • Interest: People who viewed at least 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 Campaigns in your Playbook as follows:

  • Add Ads to each Campaign. We suggest that you use a different set of Ads for each one, customized to the different customer stages. Learn more Ad best practices here.
  • Under ‘Form Submission’ select the form submission Conversions Audiences that indicate that your audience is considering your product. You will choose between:
    •  ‘Use Every Form Submission’ to include all existing and future Conversion Audiences that you add to RollWorks.
    • ‘Use Specific Forms’ to include only specific Conversion Audiences.

AWARE

INTEREST

Re-Engage Website Visitors

- Audience: 1 page viewed

- Select Ads

- Goal = 3 pages viewed

Increase Engagement

- Audience = 3 pages viewed

- Select Ads

- Select Goal: Form submission

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Advanced Strategy Playbook

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

  • People who viewed  at least 1 page
  • People who viewed at least 3 pages
  • People who viewed your high-value pages

Your objective is to move users from 'Aware' to 'Interest' to 'Consideration' with the final goal of driving conversion form submissions. Once a user meets this goal we will automatically stop showing them ads.

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

  • Under 'Ads' select the Ads for each Campaign. We suggest that you use a different set of Ads for each one, customized to the different customer stages. Learn more Ad best practices here.
  • Under 'Visit to specific Pages' select your high intent pages. These are important pages such as your pricing page that indicate your audience is showing interest in your product.
  • Under 'Form Submission' select the form submission Conversions Audiences that indicate that your audience is considering your product. You will choose between:
    •  'Use Every Form Submission' to include all existing and future Conversion Audiences that you add to RollWorks
    • 'Use Specific Forms' to include only specific Conversion Audiences

AWARE

INTEREST

CONSIDERATION

Re-Engage Website Visitors

- Audience: 1 page viewed

- Select Ads

- Goal = 3 pages viewed

Increase Engagement

- Audience = 3 pages viewed

- Select Ads

- Select Goal: High Intent Pages

Drive Form Submissions

- Audience = high intent pages (editable)

- Select Ads

- Select Goal: Form submission

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Step 4: Budget and 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’:
    • 'Ongoing' to run your Playbook indefinitely.
    • 'Fixed Dates' to run this playbook during a specific date range.

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  • For 'Ongoing' budget:
    • Select 'Start Date':
        • 'Immediately' your Playbook with start within a few hours.
        • 'Future Date' your Playbook will start on a specific date in the future.
    • Enter your 'Monthly Budget', RollWorks will aim to spend this amount monthly.
  • For 'Fixed Dates' budget:
      • Select a 'Start Date'
      • Select an 'End Date'
      • Enter your 'Total Budget', this is the total spend for the duration of the playbook.
  • Select ‘Day Parting’
    • Show Ads 24/7 - Your Playbook will run 24/7 without interruption.
    • Pause on Weekends - Your Playbook will run 24/7 on weekdays and pause on weekends.
    • Custom Day Parting - Your Playbook will run on specific days and hours.

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Step 5: Review and Launch

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

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Web Retargeting Playbook FAQs

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.

 

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.

 

What is the difference between the Website Retargeting Playbook and the Retargeting Campaign type?

The underlying algorithm and logic are the same for both campaign types. The core difference is that Playbooks offers an improved user experience for running B2B advertising campaigns based on our best practices. The Website Retargeting Playbook also offers additional features that the Retargeting Campaign does not have.

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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 an email list audience
  Retargeting Strategies Budget Estimates & management Real-time audience estimates Audience Flexibility Ad Groups for Ad set reporting Automated Conversion Exclusions
Website Retargeting Playbook
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Website Retargeting Campaign ✅  ✅ 

 

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.

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