Campaign & Playbook Types

What are Campaigns & Playbooks

  • A Campaign is a specifically designed strategy enabling you to reach your audience by serving an ad message across the web and social platforms with a specific end goal in mind, for example, brand awareness. Campaigns are highly customizable. Learn more about Campaigns here.

  • A Playbook is a pre-packaged set of campaigns that sequentially deliver ads to your target audiences. Playbooks are more self-serve and user-friendly. They are designed with you in mind to make it as easy as possible to set up and maintain. Learn more about Playbooks here.

Should I use a Campaign or Playbook?
Use a RollWorks Campaign when...
  • You are looking to launch advertising campaigns across Facebook/Instagram or LinkedIn.
  • You wants to launch a set of highly customized campaigns that are not currently supported with our Playbooks.
  • You wants to customize the audience segments to exclude and target in a way that is not currently supported with our Playbooks.
  • You want to retarget website visitors but you have a very large volume of website traffic (over 100,000 visitors) and therefore don’t have the budget to retarget all your visitors through a Playbook.

Use a RollWorks Playbook when...


Ad Campaign review process

Both Campaigns and Playbooks go through our Ad Campaign Review Process to ensure that they meet our Advertising Policies and Guidelines. Turnaround times for campaign review can fluctuate, but it should never take more than one business day.


Bidding technology

Campaigns and Playbooks both rely on BidIQ®, the AI technology powering RollWorks bidding. Our proprietary BidIQ® AI technology helps you to find the right visitor, at the right time, in the right place, at the optimal price across web, social, native, and mobile devices. BidIQ® is enabled by default in your RollWorks account and incorporates learnings into future campaigns.


BidIQ® provides the following benefits:


Artificial Intelligence is only as intelligent as the volume of quality data it processes, and BidIQ® consumes two times more data than the New York Stock Exchange.


BidIQ® has optimized digital marketing strategies for clients of every size and vertical, from small businesses to Fortune 500 enterprises.


BidIQ® performs everything from bidding to product recommendations and learns new digital campaign strategies every day.


With BidIQ® you can make informed decisions across the entire customer journey and get even smarter with every action taken.

Click here to learn more about how BidIQ® works.


Campaign Types

Contact Targeting Campaign: Leverage your own e-mail lists to launch a campaign targeting your known Contact Audiences with Web Ads.

Web Lookalike Targeting Campaign: Display Web Ads to unknown users that have not visited your website and that are exhibiting similar behaviors to the users who are visiting and engaging with your website.

Website Retargeting Campaign: Re-engage the Website Audiences who have visited your website or have bounced from your website to keep your brand top of mind, with the goal to ultimately generate form fill submissions Conversions.

Facebook/Instagram Campaigns: Prospect and re-engage users using Facebook and Instagram Ads directly in the RollWorks platform.

      • FB/IG Lookalike Targeting Campaign: find people who are similar to your website audience.
      • FB/IG Retargeting Campaign: bring back visitors who left your site without converting.

LinkedIn Campaigns: Launch an Account-based campaign using LinkedIn Ads directly from the RollWorks platform to reach unknown contacts in your Account Lists to drive awareness and nurture buyers with targeted messaging.


Playbook Types

Account Targeting Playbook: Launch a pre-packaged set of ad campaigns way to serve web ads to the Buyer Personas within an Account List and Account Group.

Intent Targeting Playbook: Launch a pre-packaged set of ad campaigns to serve Web Ads to the Buyer Personas within accounts surging with Bombora Company Surge® Intent on your selected Intent Topics.

Website Retargeting Playbook: Launch a pre-packaged set of ad campaigns to serve Web Ads to re-engage website visitors, with the goal to ultimately generate form fill submission Conversions on your website.



Can I see what Campaigns and Playbooks are actively targeting a specific Account?

Yes, you can click on an Account name anywhere on the platform to view the Account page details. Within the Account details page click the 'RollWorks Advertising' tab to see the specific Campaigns and Playbooks the account is a part of.


Screen Shot 2022-02-08 at 2.30.34 PM.png


Was this article helpful?
0 out of 0 found this helpful

Articles in this section

Chat with an agent
Mon - Fri 10am - 6pm EST
Send a support email
Mon - Fri 10am - 6pm EST
Get the latest product news and join other ABM practitioners