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:

Your Package	Contact Targeting Campaigns
Account Based Advertising	Included
Account Based Marketing + Advertising	Included
Account Based Marketing	Included
Starter (Legacy)	Included
Standard (Legacy)	Included
Professional (Legacy)	Included
Ultimate (Legacy)	Included
Free Tier	Included

To find your current subscription, 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 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 List 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 Lists 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 Lists 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’. You can learn how to do that from this help center article.

 

Launch a Contact Targeting Campaign

Prerequisites:

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 Lists with web ads.

 

Step 2: Select your Campaign Settings

Contact Targeting  Campaign Settings

Jump to choose your Campaign Name Jump to choose your Campaign Daily Budget  Jump to choose your Campaign Optimization Strategy Jump to choose your Campaign Start and End Date Jump to choose your Campaign General Exclusions Jump to choose your Campaign Day Parting Jump to choose your Campaign Frequency Capping

 

• 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.

 

• 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.

 

• 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

 

• 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.
 

 

• Advanced Campaign Settings: Day Parting

💡 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.

 

• Advanced Campaign Settings: Frequency Capping

💡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 3: 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 Lists, 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.

• 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.

• Define your AdGroup Audience

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

Keep in mind that in step you will only be able to select Contact Lists to add them as your Campaign AdGroup Audience for this type of campaign. Contact Targeting Campaigns should be aimed to target Contact Lists 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 Lists 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.
•  

Jump to this article to read more about Geotargeting Options for Web Campaigns.

• Define your AdGroup Exclusion.

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

• 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.

Visit this Help Center article to learn more about excluding audiences from campaigns. 

• 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

  You can only select ads created/edited within the last year

  When adding existing ads to your campaign you can only select ads last modified within the last year. If you need to select ads last modified more than a year ago, navigate to the Ad Library and make any edit to the ad. The ad will now be displayed in the campaign setup page.

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

• 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.

 

• 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

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

 

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.

 

 

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 'AdGroup Schedule', toggle on, and click on the 'End Date'
• Select today's date as the End Date
• Click 'Save'

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

 

 

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.

 

Troubleshooting

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.

 

FAQ

Why am I spending more on 'Unknown' than 'Known' contacts? Is my Contact List incorrect?

'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'.