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 List 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 List to RollWorks, which will be comprised of a list of email addresses for the people that you are looking to reach. Contact Lists can be created natively in RollWorks, imported through our CRM/MAP Integrations, manually through a CSV file or. Click here to see all the available sources and instructions to add a Contact List to RollWorks.

Who can access

Access to Contact Targeting Campaigns depends on your RollWorks package:

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

Use Cases

Contact Targeting Campaigns are highly customizable and allow you to define which Contact Lists 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.

Deanonymization of your contacts

At the heart of your marketing efforts, we understand the importance of having clear, actionable data. As you launch your campaign targeting a specific contact list, you'll observe that your audience is categorized into 'Known Total' and 'Unknown Total'. This is a dynamic process, designed to enhance the effectiveness of your campaign. Initially, you may see a larger 'Unknown Total', but as the campaign progresses, this number typically decreases, boosting your 'Known Total'.

'Unknown Total' represents those cookies that we weren't yet able to match with a certain domain. Our sophisticated system, in collaboration with our partner networks, works diligently to deanonymize these cookies using our database. However, in some cases, we need to wait for the contact to visit your website, enabling us to complete the deanonymization process using our pixel technology.

It is essential to understand that our ability to attribute impressions, clicks, and other interactions to accounts is contingent upon successfully matching cookies to identities within our internal graph. This attribution is less frequent for cookies sourced from LiveRamp, as they are not always linked to identifiable attributes in our graph.

Our commitment to transparency is why we present the 'Unknown' category. The challenge in de-anonymizing these deliveries stems from our multi-source matching approach, which includes our homegrown email asset and LiveRamp. When utilizing LiveRamp for matching, there's a disconnect in associating the advertising profile with the company.

We want to assure you that your targeted contacts are indeed being reached. The visibility into the specific accounts of these contacts might be limited, but this in no way diminishes the impact and reach of your campaign. Our team is dedicated to continuously enhancing our methods and technologies to provide you with the most accurate and actionable data, empowering your marketing strategies.

Recommendations

If we are not able to deanonymize accounts with our database and our partner networks we may need to wait for the contact to actually visit the website, so we can finalize deanonymization with our pixel. Here our some suggestions to increase deanonymization rates:

• Optimize and review your email form submissions on your website. Email submissions increase the chances of deanonymizing the user with an account.
• Add more spaces on your website to leave an email address like forms, Newsletter subscriptions, etc.

Who can access

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

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

Before you start

• Install the Pixel to track visitors.
• Create at least one conversion audience. We recommend creating one conversion audience for each single form submission on your website.
• Create at least one set of web ads.
• Your Contact List must have at least 100 unique emails that match a cookie. However, we recommend at least 1,000 unique emails for better performance, as smaller lists may lead to suboptimal reach and ad effectiveness. Learn more about Contact Lists here.
• For best results, spend $0.10 to $0.20 per contact match each month.
• If a contact from your targeted audience visits your site and converts (e.g., fills out a lead form), RollWorks will continue to target them by default. It's advisable to manually exclude these conversion audiences from your Website Retargeting Campaigns by marking them as ‘Exclusions’. For guidance, check this help center article.

Launch a Contact Targeting Campaign

• Login to RollWorks and go to Advertising > Campaigns & Playbooks > Create.
• Select Website & Apps.

• Select Contact Targeting as your Campaign Goal to engage Contact Lists with web ads.

Campaign Settings

Name your Campaign

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

Choose a Daily Budget

Read this article for help choosing your campaign budget. The minimum daily budget for a campaign is $3. Daily spending may vary; you can spend up to 20% more on high-opportunity days while spending less on other days to maintain your average budget.

Choose an Optimization Strategy

Read this article for help choosing a Campaign goal to help RollWorks prioritize bids:

• Conversions: Focus on those most likely to convert with your Conversion Audiences.
• Clicks: Enhance traffic by maximizing clicks.
• Impressions: Boost the number of ad displays.

Choose Start and End Dates

Default Start and End Dates	Specific Start and End Dates

Choose  General Exclusions

Check this box if you wish to exclude the existing customers you previously defined under Settings> General Exclusions from this campaign. We will automatically exclude competitors and coworkers.

Day Parting

Day parting is automatically adjusted by BidIQ®, RollWorks' proprietary real-time bidding algorithm processing 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.

Adjusting this setting is not recommended. If you want to limit specific days of the week and times to serve ads to serve read this article for more information.

Frequency Capping

Frequency capping is dynamically adjusted by BidIQ® to optimize how many times your ads appear to the same person.

Adjusting this setting is not recommended. If you want to limit the number of impressions per user per day read this article for more information.

Specific Ad Group Settings

An Ad Group is a subset of your campaign that lets schedule specific ads to be displayed to specific Website Audiences or Contact Audiences.

• At a minimum your campaign must have one AdGroup, but you can add more as needed.
• You can measure performance across each Ad Group. 
• The budget allocated to a campaign allocated across all AdGroups.
• You cannot set specific budget allocations for each AdGroup.

AdGroup Name

Choose a naming convention that is easy recognize in RollWorks reports and dashboards.

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.

AdGroup Audience

Choose the Contact List you want to target. If you haven't created your Contact Audiences follow the the instructions in our Contact Lists introduction guide.

AdGroup Audience Location

By default, our AI-powered BidIQ digging algorithm will choose the best locations for you to optimize campaign performance. If you want to select your own geotargeting locations check out  this article.

• 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 Ideal Customer Profile. 
• For non US-based advertisers: we recommend letting BidIQ® choose the best location for each ad bid for you.

AdGroup Audience Exclusions

We strongly suggest excluding your conversion audiences to stop serving ads to visitors that convert. Visit this Help Center article to learn more about excluding audiences from campaigns. 

AdGroup creatives

At a minimum upload these Image Web Ads sizes: 160x600, 300x250, 300x600, 320x50, 728x90, 970x250, 600x500, 600x315

We strongly suggest adding these Native Web Ads Sizes: 600x600, 600x315, 600x500

We recommend creating an additional AdGroup with different creative set to let BidIQ optimize towards the best-performing creative set

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.

Troubleshooting

Learn more in this article.

FAQ

Why am I spending more on 'Unknown' than 'Known' contacts?

'Unknown Total' includes all the cookies that we weren't yet able to match with a certain domain. In case we are not able to deanonymize those with our database and our partner networks we may need to wait for the contact to actually visit the website, so we can finalize deanonymization with our pixel.

Those values are fluid, and usually at the beginning your campaign may show a higher number of 'Unknown Total' and with the flow of the campaign, the amount should go down in favor of 'Known Total'.