What are Contact Targeting Campaigns

After setting up the RollWorks Pixel on your site, our platform is able to capture the traffic and their behaviors on your website. The Contact Targeting Campaign allows you to import a list of emails to RollWorks and target those known users with digital ads across the web.

Targeting Contact Audiences can help you reach key audiences that can't be identified through your website activity alone:

      • Customers who converted prior to placement of our pixel.
      • Seasonal purchasers, or customers who purchased specific products.
      • Long-term customers who have fallen out of the audience duration.
      • Prospects who shared their contact information at an offline event.
      • External user lists from your email service provider.

If you conduct part of your business off your website, want to re-engage old customers, have a seasonal offering, or need to build on your existing campaign audience, contact audiences can be an effective strategy.


📝  To launch a Contact Targeting Campaign RollWorks recommends:

      • An audience of at least 1,000 cookies for the campaign to serve optimally. You can run a campaign with a minimum of 200 cookies, but it will not be optimal.
      • Spend between $0.10 to $0.20 per cookie per month.

Once a visitor completes a conversion on your site, they will not be automatically be excluded from your Contact Targeting Campaign. To exclude them you will need to manually exclude Conversion Audiences from your Contact Targeting Campaign.

If you are running other Campaigns or Playbooks simultaneously RollWorks will not automatically exclude the audiences in your other Playbooks and Campaigns from your Contact Targeting Campaign audience.


Who can access

The Contact Targeting Campaign is available to customers, including customers without a paid subscription package.

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


Launch a Contact Targeting Campaign

Before you start:

To use the Contact Targeting Campaign, you must first complete the following steps in the RollWorks Platform:

Now you are ready to create your new Contact Targeting Campaign:

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



Step 1: Select your Campaign Settings

Contact Targeting  Campaign Settings
  • Select 'Retargeting' as your Campaign Goal to engage contact audiences with web ads.


  • Choose your 'Campaign Name'

Choose a name that will be easy to identify in your reports.

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  • Choose your 'Optimization Strategy':

        • Conversions: Target the people most likely to convert based on your Conversion Audiences.
        • Clicks: Focus on increasing traffic by maximizing clicks.
        • Impressions: Maximize how many ads are shown.

The Optimization Strategy setting allows you to specify a goal for this specific Campaign to determine how do you want RollWorks to prioritize your bidding.

Click here to learn more about how to choose your Optimization Strategy. 

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  • 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
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🚨  By default, General Exclusions will be active by default, we recommend that you use the default settings to optimize your budget and avoid serving ads to your existing Customers, Competitors, and Coworkers.


  • Advanced Campaign Settings: Day Parting

      • This campaign advanced setting gives you control over when your ads serve for a specific 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. Learn more about this advanced campaign setting here.

🚨   By default, Day Parting is set as automatically run 24/7, we recommend that you use the default Day Parting Campaign settings to let BidIQ® dynamically optimize how many times your ads appear to the same person.


🚨   By default, your Frequency Capping is automatically optimized by BidIQ®, RollWorks' proprietary real-time bidding algorithm. 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.


Step 2: Define your AdGroup settings for your Campaign

An Ad Group is a subset of your campaign that lets you group and schedule specific Ads to be displayed to a specific Website Audience or Contact Audience.

📝   When you create a new campaign in RollWorks:

  • You must create at least one Ad Group within your Campaign.
  • You can create as many Ad Groups as needed within your Campaign.
  • You will be able to measure performance across each Ad Group you set in this step. 
  • The budget allocated to a campaign is fluid among each of its associated ad groups.
  • You cannot set different budget allocations for each AdGroup


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.

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  • Choose an AdGroup Schedule

if you want this AdGroup to run on a different schedule than your campaign toggle on 'Custom AdGroup Schedule and select the start and end dates.

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  • Define your AdGroup Audience

Choose the Website Audiences or Contact Audiences you want to target and exclude.

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  • Choose your AdGroup Audience Location

      • Toggle off 'Automatically choose the best locations' if you want to manually choose the location for your AdGroup.

      • We recommend that you let us automatically choose the best location for you.

      • For US-based advertisers, we recommend that you limit the location to the United States unless customers from other countries are also part of your ICP


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  • 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.

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  • 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.

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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'

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

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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 towards 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.


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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.

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


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