Web Account Based Retargeting Campaign Guide

What are Account Based Retargeting Campaigns 

Use this tactic to display ads to target accounts that visited your site, specifying pages or the number of page views.

This approach boosts engagement by re-engaging potential buyers from target accounts who know your brand but haven't converted. Create tailored middle or bottom-of-funnel creatives for best results. Learn more in our creative best practices.

To launch this tactic, you will use our Account Targeting campaign feature combined with a Composite Audience that tracks your target accounts and page views.

Essentials before you start

The following steps are required before you can launch this type of tactic:

• Install the Pixel to track visitors.
• Create at least one set of Static Web ads.
• Create at least one conversion audience. We recommend creating one conversion audience for each single form submission on your website.

Launch an Account-Based Retargeting Campaign

To launch this tactic, you will use the following building blocks to define your audience:

• An Account List.
• An Attribute Audience: this includes your Account List and Buyer Persona attributes.
• A Page View Audience to track who is visiting your site.
• A Composite Audience combining audiences 2 and 3.
• An Account Targeting Campaign targeting the Composite Audience.

Step 1: Create an Account List

Define the accounts you want to target in your campaign by creating an Account List. Learn more here.

Step 2: Create the first Audience: Attributes

Combine your Account List with Buyer Persona attributes (e.g., seniority, functional area).

• Go to Audiences > Website Audiences.
• Click Create Website Audience and select Audience Type = Attributes.
• Define the audience by combining your Account List with Buyer Persona attributes.
• Name the audience and click Create Audience.

To learn more, watch this video tutorial or read this article.

Step 3: Create the second Audience: Pages Viewed

Track website visitors based on specific page views.

• Go to Audiences > Website Audiences.
• Click Create Website Audience and select Audience Type = Pages Viewed.
• Define how long visitors stay in this audience (e.g., 90 days).
• Name the audience and click Create Audience.

Note: It may take up to 48 hours for this audience to start tracking visitors.

Step 4: Combine both audiences using a Composite Audience

Overlay the Attribute Audience (Step 2) with the Page View Audience (Step 3).

• Go to Audiences > Website Audiences.
• Click Create Website Audience > New Composite Audience.
• Select the Attribute Audience from Step 2 and the Page View Audience from Step 3 in the dropdowns.
• Name the Composite Audience and click Create Audience.

In the example below, we created a Pages Viewed Audience tracking visitors who viewed at least 1 page. To learn more about creating this type of audience, click here.

Step 5: Launch an Account Targeting Campaign 

• Navigate to Advertising > Campaigns & Playbooks.
• Click Create and select Ad Campaigns in the dropdown.

• Select Account Targeting as your marketing goal and click Next.

• Select the channel where you wish to advertise: Web or CTV, and click Done.
   

• Under Audience, choose the Composite Audience from Step 4.

• Exclude conversion audiences to avoid serving ads to users who’ve already converted.

• Complete the rest of the campaign settings and launch!

By following these steps, you’ll successfully launch an Account-Based Retargeting Campaign that engages high-value accounts and drives conversions!

Step 6. Finish later or launch

Once you have completed all the steps in this guide, you can:

• Click Finish Later to save a draft. This allows you to save your work in progress and return later to finalize and submit for launch.
• Click Submit if you are ready to confirm the campaign should launch on the Start Date. Launch date is subject to our ~48-hour ad policy review period. 

Campaign Troubleshooting

If you are experiencing issues after launching your campaign, find tips to troubleshoot your campaign in this article.