Campaign vs Playbooks
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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.
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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.
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Should I use a Campaign or Playbook? |
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| Use a RollWorks Campaign when... |
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Use a RollWorks Playbook when... |
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Campaign Types
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Campaign Type |
When to use |
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Bring your contact/email lists to RollWorks as Contact Lists and target them with web ads. |
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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. |
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Re-engage users who have visited your website to keep your brand top of mind, with the goal to bring the user back to your website and fill out a lead generation form (also known as Conversion). |
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Prospect and re-engage users by displaying Facebook and Instagram Ads:
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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
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Campaign Type |
When to use |
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Launch a pre-packaged set of ad campaigns way to serve web ads to the Buyer Personas within an Account List and Account Group. |
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Launch a pre-packaged set of ad campaigns to display Web ads to your target accounts surging with Bombora Company Surge® Intent on your selected Intent Topics. |
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Launch a pre-packaged set of ad campaigns to display Web ads to users who have previously visited your website to keep your brand top of mind, with the goal to bring the users back to your website and fill out a lead generation form (also known as Conversion). |
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, and 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.
Click here to learn more about how BidIQ® works.
FAQ
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.
