Contact Targeting Campaign Guide

What are Contact Targeting Campaigns

A Contact Targeting Campaign is a specifically designed advertising strategy that allows you to reach a Contact Audience by serving ads across the web and social platforms with a specific end goal in mind, for example, brand awareness. 

To launch a Contact Targeting Campaign you will need to import a Contact Audience to RollWorks, which will be comprised of a list of email addresses for the people that you are looking to reach. Contact Audience can be imported manually through a CSV file or through our CRM and MAP Integrations. These are all the available methods to create a Contact Audience in RollWorks:


Use Cases

Contact Targeting Campaigns are highly customizable and allow you to define which Contact Audiences you want to target as well as which other types of audiences you want to Exclude. Contact Targeting Campaigns can help you reach key audiences that can't be identified through your website activity alone:

  • Customers who converted prior to adding the Pixel to your website.
  • Customers with a long sales cycle that are no longer tracked in a Website Audience. Learn more about Website Audience durations here.
  • Prospects who shared their contact information at an offline event, or new members of a buying committee that were introduced in a sales call.
  • External user lists that you may have acquired through other means.


Who can access

Contact Targeting Campaigns are available to all RollWorks customers, including customers without a paid subscription package.

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


Before you start

There are a few important facts that you should be aware of before launching a Contact Targeting Campaign:

  • The Contact Audience that you want to reach should result in a minimum of 100 unique emails that match a cookie in order to be used in a Contact Targeting Campaign. Even though the minimum is 100 unique emails, we strongly suggest that you create Contact Audiences with at least 1,000 unique email addresses for optimal performance. Contact Targeting Campaigns that target very small audiences may not result in optimal reach and ad performance. Learn more about how Contact Audiences work here.
  • For optimal performance of your Contact Targeting Campaign, you should spend between $0.10 to $0.20 per contact match per month.
  • In the situation that someone in your targeted audience visits your website and completes a conversion (for example filling out a lead form), by default RollWorks will continue to target this contact with ads through your Contact Targeting Campaign. It is highly recommended that you manually exclude all conversion audiences from your Website Retargeting Campaigns by selecting all your defined Conversion Audiences as ‘Exclusions’.


Launch a Contact Targeting Campaign


To launch a Contact Targeting Campaign, you will need the following items:

  • Install the Pixel on your website. 🔎 Learn more here.
  • Create one or more Conversion Audiences. We recommend that all the lead form submissions on your website are added to RollWorks as a conversion audience. 🔎 Learn more here.
  • Create one or more sets of Web Ads. 🔎 Learn more here.

After completing the prerequisites above you are ready to launch a new Contact Targeting Campaign. Follow the step-by-step instructions below:


Step 1: Select your Campaign type

      • Login to RollWorks and navigate to Advertising > Campaigns & Playbooks > Create
      • Select 'Website & Apps'


  • Select 'Contact Targeting' as your Campaign Goal to engage Contact Audiences with web ads.Select Contact Targeting.png


Step 2: Select your Campaign Settings

Contact Targeting  Campaign Settings


  • Choose your 'Campaign Name'.

💡Choose a name for your campaign that will be easy to identify in your reports and across the RollWorks platform. Using a consistent campaign naming convention will make things easier for you when looking at multiple campaigns' performance and data.

campaign name.png


  • Choose your campaign 'Daily Budget'.

💡 The minimum daily budget for a campaign must be at least $3 and the actual daily spend may vary. On days when your campaign sees an increased opportunity to drive results, you may spend up to 20% more. On other days you can then spend less in order to maintain your set average daily budget. 🔎 Learn more about how to choose your Campaign budget here.



  • Choose an 'Optimization Strategy'.

💡 The Optimization Strategy setting allows you to specify what is the main goal for this specific Contact Targeting Campaign so that RollWorks can prioritize your bidding accordingly to your goals. 🔎 Learn more about how to choose your Optimization Strategy here

      • Select ‘Conversions’ if your focus is to prioritize the people most likely to convert based on the Conversion Audiences you have defined in RollWorks.
      • Select ‘Clicks’ if your focus is to increase website traffic by maximizing ad clicks.

Screen Shot 2021-12-29 at 6.05.03 PM (1).png


  • Choose your Campaign 'Start and End Dates'

      • Start 'Immediately' or select a specific date in the future.
      • End your campaign on a specific date or select 'No end Date'.
      • If you select specific dates you can select the specific time of the day to start and end your campaign.
Default Start and End Dates Specific Start and End Dates
Screen Shot 2021-12-30 at 2.58.33 PM.png Screen Shot 2021-12-30 at 3.01.02 PM.png



  • Choose your General Exclusions

💡Decide if the existing customers you have defined under Settings > General Exclusions should be targeted or not for this specific Contact Targeting Campaign. Keep in mind that if you have set up competitors and coworkers in your General Exclusions, those will be automatically excluded. We recommend that you always exclude your existing customers to optimize your budget unless your specific Contact Targeting Campaign is aimed to serve ads to existing customers.

🔎 Learn more about General Exclusions here.
Screen Shot 2021-12-30 at 3.15.44 PM.png 


💡 Day Parting is an advanced campaign setting that gives you greater control over when your ads will be served for this campaign. You can use Day Parting to select the specific days of the week that you want your ads to serve and the specific times of the day. By default, Day Parting is set to automatically run 24/7 and we recommend that you use this default setting to let our AI-powered BidIQ® bidding technology dynamically optimize when and how many times your ads appear to the same person.

🔎 Learn more about Day Parting settings here.


💡Frequency capping is an advanced campaign setting that allows you to manually limit the number of impressions per user per day for each individual Campaign. Frequency Capping limits the number of times your ads will appear to the same person in one day. By default, the campaign frequency capping is dynamically optimized by our AI powered BidIQ® bidding technology and we recommend that you let BidIQ® control this advanced setting for your campaigns. BidIQ® processes hundreds of variables for each and every user to determine whether or not to bid, and how much, at the time of each potential impression.

🔎 Learn more about this advanced campaign setting here.


Step 2: Define your AdGroup settings for your Campaign

You can break down your Contact Targeting Campaign into different Ad Groups so that you can display specific Ad Sets to different Contact Audiences, or exclude specific Ads sets from certain audiences. You can create as many Ad Groups as needed and each of them can run on its own schedule.

  • You must create at least one Ad Group per campaign.
  • You will be able to measure performance across each Ad Group. 
  • You cannot set different budget allocations for each AdGroup. The budget allocated to a campaign is fluid among each of its associated Ad Groups.
  • The Campaign Settings configured in Step 1 are applied to all AdGroups.


To configure your AdGroups for your Contact Targeting Campaign follow these steps:

AdGroup settings

How to adjust this setting

AdGroup Name

Jump to choose your AdGroup Name

AdGroup schedules to start and end on specific days and times.

Jump to choose your AdGroup custom schedules

AdGroup Audience to target and exclude specific people based. 

Jump to choose your AdGroup Audience

AdGroup Audience location to display ads in specific regions.

Jump to choose your AdGroup Audience Location

AdGroup Ads to select specific ads relevant to this audience on the selected schedule.

Jump to choose your AdGroup creative Ads

Create more AdGroups as needed if you want to create different subsets within your campaign.

Jump to create more AdGroups


  • Choose an 'AdGroup Name'

Choose a naming convention that you will be able to recognize in Rollworks Reports and dashboards.

Screen Shot 2021-12-30 at 5.00.43 PM.png

  • Choose an AdGroup Schedule

if you want this AdGroup to run on a different schedule than the main Campaign schedule toggle on 'Custom AdGroup Schedule enabled’ and select the start and end dates for the Ad Sets in this AdGroup to run.

Screen Shot 2021-12-30 at 5.01.02 PM.png

  • Define your AdGroup Audience

unnamed (2).png

    • Click ‘Choose’ to select a Contact Audience that already exists in RollWorks you want to reach with this AdGroup
    • Click ‘Create’ if the Contact Audience you want to target does not yet exist in RollWorks and you need to create it. Learn about how to create new Contact Audiences here.

Keep in mind that in step you will only be able to select Contact Audiences to add them as your Campaign AdGroup Audience for this type of campaign. Contact Targeting Campaigns should be aimed to target Contact Audiences only. If you need to target a different type of audience, for example, a Web Audience, or an Account List, you will need to create a different type of Campaign.

🔎 Learn more about all the types of Playbooks and Campaigns available to you here.


Type of Campaign

Type of Target Audiences supported

Contact Targeting 

Contact Audiences including:

  • Uploading a CSV file
  • Sync contact lists from Salesforce
  • Sync contact lists from HubSpot
  • Sync contact lists from Marketo
  • Sync contact lists from Oracle Eloqua
  • Sync contact lists from Pardot

Web Retargeting Campaigns

Website Audiences including:

  • Pages Viewed
  • URL Visited
  • Impressions
  • Intent
  • Event JS Match
  • Composite

Web Lookalike

Website Audiences including:

  • Pages Viewed
  • URL Visited
  • Impressions
  • Intent
  • Event JS Match
  • Composite


  • Choose your AdGroup Audience Location

By default, RollWorks will choose the best locations for you, but you can adjust these settings as needed. We recommend:

  • If you are based in the US: configure the AdGroup Audience Location to ‘United States’ unless companies from other countries are part of your ICP
  • If you are based outside of the US: let our AI-powered BidIQ® bidding technology choose the best location for each ad bid for you to optimize campaign performance.

Screen Shot 2021-12-30 at 5.09.01 PM.png

  • Define your AdGroup Exclusion.

In this step, you will be able to select any audience type to be excluded from this Campaign AdGroup.

exclusion audiences.png

  • Click ‘Choose’ to exclude an Audience that already exists in RollWorks and you want to exclude from this AdGroup.
  • Click ‘Create’ if the Audiences you want to exclude from this AdGroup do not yet exist in RollWorks and you need to create them.

At a minimum, we recommend that you exclude all your Conversion Audiences to ensure that once a contact in your Contact Targeting Campaign has visited your website and has completed a Conversion form fill, we stop serving them ads to optimize your budget.

unnamed (3).png

  • Add creative Ads to your AdGroup

      • We recommend that at a minimum you select the following Web Ad sizes: 160x600, 300x250, 300x600, 320x50, 728x90, 970x250, 600x500, 600x315. Click here to learn more about the Web Ads types and sizes supported by RollWorks.

      • We recommend that you create an additional AdGroup with different design elements and our artificial intelligence will optimize towards the best performing creative Ads across your campaign AdGroups.

  • Choose existing ads

    • Click on the “Choose” button to select the ads and click on “Choose” again to add them.
    • Click “Save”.

Screen Shot 2021-12-30 at 5.06.03 PM.png

  • Upload new ads that are not in the ad library

    • Click on the “Upload” button and browse or drag and drop the ad images.

    • Click “Upload” and “Save”.


  • Create more AdGroups as needed

    • Add additional AdGroups to your campaign as needed by clicking 'New AdGroup' and repeating the prior steps to define: AdGroup Name, Custom Schedule, Audience, Location, and Ads.

Screen Shot 2021-12-30 at 5.03.18 PM.png


Step 3: Launch and Pay

  • Review the settings of your Contact Targeting campaign:
Campaign Settings

Campaign Name

Campaign Daily Budget 

Optimization Strategy

Campaign Start and End Date

AdGroup Settings

AdGroup Custom Schedule

AdGroup Audiences targeted and excluded

AdGroup Audience Location

AdGroup Ads

Account Payment Method
  • Select your desired Payment Method
  • Click 'Launch'


Pause a Campaign

  • Login to RollWorks and go to Advertising > Campaigns & Playbooks and click on the 'Campaigns' tab.
  • Find the campaign you want to pause and click on the campaign name.
  • The campaign details page will open, click the dropdown arrow next to 'Edit'
  • Click 'Pause'

Screen Shot 2021-12-30 at 5.30.04 PM.png

You can resume a campaign by following the same steps above and clicking 'Resume'

Screen Shot 2021-12-30 at 5.32.44 PM.png


Pausing an AdGroup

      • Login to RollWorks and go to Advertising > Campaigns & Playbooks and click on the 'Campaigns' tab.
      • Find the campaign you want to pause and click on the campaign name.
      • The campaign details page will open, scroll down to the 'Ads' tab.
      • Find the AdGroup you want to pause and hover over the three dots next to your AdGroup name
      • Click 'Pause'

 Once paused, the budget previously allocated to that AdGroup will move toward your other AdGroups. If you pause the only AdGroup in your campaign, the campaign will stop spending until the AdGroup is reactivated or a new AdGroup is created.


Screen Shot 2021-12-30 at 5.52.42 PM.png


Completing an AdGroup

Completing your AdGroup means that your AdGroup will reach its End Date.

  • Login to RollWorks and go to Advertising > Campaigns & Playbooks and click on the 'Campaigns' tab.
  • Find the campaign you want to pause and click 'Edit'
  • This will open the Campaign details page in edit mode.
  • Click on the AdGroup name you want to end
  • Go to '
  • Select today's date as the End Date
  • Click 'Save'

Setting up an End Date as today will cause the AdGroup to end today.

🚨 Remember

If you complete an AdGroup in a campaign with a single AdGroup the campaign will automatically end and be marked as completed.


Screen Shot 2021-12-30 at 6.09.58 PM.png


Edit existing campaigns

  1. Login to RollWorks and go to Advertising > Campaign &Playbooks.
  2. Click the 'Campaigns tab'.
  3. Find the campaign that you want to edit and click on the campaign name.
  4. Click 'Edit'.

Jump to learn how to edit Campaign Settings.

Jump to learn how to edit AdGroup Settings.



When a campaign is in a running state but not serving impressions here are a few things which you may want to check:

  • Check if you are looking at the correct date range, to make sure you see the current data.
  • Newly launched campaigns may need up to 24 hours to start serving impressions, so if it was less than that, do not worry and give it some more time.
  • Make sure that the ads in the campaign are approved.

In case all of the above criteria are met, feel free to reach out to RollWorks Customer Support Team for help.

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