Personalized ads are HTML5 ads customized to the user based on specific company or contact attributes, for example, company name, or job title. These ads serve dynamic content relevant to the user by personalizing the message based on the cookie of the user that it is served to, in real-time as the ad impression is served.
How does it work
Personalized Ads use programmatic expressions to personalize your ad creative by adding the specific company name or industry that is based on the person's company who is viewing the ad.
The platform matches an anonymous person browsing the web to a company based on:
- User-submitted information through a form fill.
- Proprietary IP data based on user-submitted information.
- Reverse IP lookup via Kickfire.
- Data partnerships via companies like Bombora and Orb.
Who can access
We offer you a limited number of Personalized Ads per quarter based on media spend. Please note that depending on your contract you may have a different allotment than the one shown below.
| Your Media Spend | Personalized Ads |
|---|---|
| from 50k to 100k/year | 1 sets every quarter |
| from 100k to 499k/year | 3 sets every quarter |
| more than 500k/year | 8 sets every quarter |
| If you are on a Legacy package | Personalized Ads |
|---|---|
| Starter (Legacy) | Not included |
| Standard (Legacy) | Not included |
| Professional (Legacy) | 1 sets every quarter |
| Ultimate (Legacy) | 3 sets every quarter |
| Free | Not included |
To find your current package, log in to your account and navigate to Settings > Billing > Plans & Usage.
Default Attributes Supported
Personalized Ads can be tailored to individuals using:
| Type of data | Example | Playbooks/Campaigns supported |
|---|---|---|
| 3rd party Account data from RollWorks Company Attributes |
- Inject RollWorks firmographic account attributes like 'Company Name' directly in the copy of your ad. {Company Name} uplevel your ABM with RollWorks. - Dynamically changing the landing page based on firmographic data. |
Account Targeting Playbooks |
| 1st party Contact data from Salesforce or Marketo |
- Inject 'Job Title' from your own CRM/MAP. {Job Title}'s like you love RollWorks. - Dynamically changing the copy of the ad based on job title. * Using Salesforce contact fields will require the Salesforce Integration with the platform. * Marketo lead fields will require the Marketo Integration with the platform. |
Contact Targeting Campaigns |
Additional Salesforce Fields Supported
If you want to use different Salesforce attributes than the ones listed in the table above you can pull them using the RollWorks ABM App “Ad Personalization Manager”. This tool enables you to sync Salesforce fields to the platform to be used to dynamically personalize ad creative or qualify contacts for specific nurture tracks.
Follow the steps below and repeat this process for both the Contact and Lead objects:
- Login to Salesforce, launch the RollWorks ABM App and click on the tab RollWorks Ad Personalization Manager.
- Select the Salesforce fields you would like to pull to use in personalized ads.
- Choose the fields that you want sync over. We include the Email field by default, but additional fields like Company Name, Department or Industry, etc. can help deliver more relevant, personalized ad creative.
- If there are records that you want to exclude from targeting, then use the Targeting Filter to exclude them. In the example below, we have setup one to exclude Contacts outside the US without an Industry.
- Repeat this process both for the Contacts and the Leads objects
Supported Sizes
Currently, you will not be able to assemble or upload Personalized Ads on your own, instead please reach out to your Customer Success Manager.
Our creative team will assemble and upload a set of personalized ads for you consisting on:
- 5 Ad sizes (300x250, 160x600, 728x90, 970x250, 300x600).
- All ads will have the same background image and copy (a new version or iteration of the background will count towards your quarterly allotment).
Submit your request
Currently, you will not be able to assemble or upload Personalized Ads on your own. This type of ad format can only be built by our creative services team.
If you wish to launch advertising campaigns using Personalized Ads email your Customer Success manager including the following checklist:
☑️ Exact ad copy & CTA copy for each set requested:
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- Add a placeholder of the attribute that you want to personalize, for example [Company name], want to uplevel your ABM?.
- Copy should not exceed 90 characters.
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☑️ Logo files:
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- Vector format preferred .ai / .svg / .eps. (⭐ Recommended).
- .jpg / .png are also accepted.
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☑️ High-quality images and graphics:
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- Image size 1000x1000px to allow cropping for different ad sizes.
- Avoid images with text and graphics included.
- You can provide your own stock images, we do not source images.
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☑️ Your desired fonts. Personalized ads use Google Fonts - they are the most reliable and there are hundreds to choose from. Provide a link to your preferred option or we will select a comparable font to what's used on your site.
☑️ General design direction:
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- Provide your company brand guidelines (optional but recommended).
- Describe what you want the ads to look like.
- If you aren’t sure:
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- Provide previous ad examples to base new ads on.
- Or ask us to match the style of your website.
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☑️ If you want to design your own ads you must provide editable layered source files (.psd / .ai / .figma). Keep in mind the following best practices if you will provide your own design:
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- Readability: Use language that is clear, concise, and easily digestible.
- Scannability: Ad content should be arranged in a manner that visitors can easily scan for the most important and relevant points.
- Visual Storytelling: Website visitors are turned off by walls of text, making the use of visuals, such as vector graphics or stock images, essential to engagement.
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Review and approve your Personalized Ad set
The assembly of a set of personalized ads consists of:
- 5 Ad sizes (300x250, 160x600, 728x90, 970x250, 300x600)
- All ads have the same background image and copy (a new version or iteration of the background will count towards your quarterly allotment).
Once your personalized ads are built and published your Account Manager will send you a demo link so that you can approve or submit revisions.
You can test how the ads look populated with different company names from your Account List using the 'personalized attributes' preview feature.
How long does it take?
The turnaround time required to produce one set of Personalized Ads for your review is 3-5 business days. Once your ad set is produced we will ask you to review and approve them before they can be used in your Playbooks or Campaigns.
You should account for additional time to launch Campaigns using Personalized Ads in the event that you need revisions applied to the set of Ads.