Ad campaigns

The Ads Manager offers you control over your ad campaigns, empowering you to create, optimize, and measure ads effectively while reaching your campaign objectives. You can use this tool to manage your ad campaigns, ads reporting, and ads billings in one place.

With the new Ads Manager, you can create and manage ad campaigns for sponsored experiences that appear on a player's Home page.

With the classic Ads Manager, you can create and manage ad campaigns for sponsored experiences, immersive ads inside experiences, and search ads that appear on Search results.

Create an ad account

To access the Ads Manager, you must create an ad account with a verified email on a Roblox account registered for users aged 13 years or older.

When creating an account, you can choose between creating a personal or a business ads account. A personal account is for individuals who want to advertise on Roblox, while a business account manages a company's ad presence on Roblox.

To create an ad account:

1. Go to the Ads Manager portal while signed into your Roblox account and Create ad account.
2. Choose a personal account or a business account.
3. Check the box to confirm the provided information and click Create ad account.

Add a payment method

Before you can create and manage ads on Roblox, you must first add a payment method to your ad account:

1. Go to Payment Settings in the Ads Manager.
2. Choose one of the two available payment methods.

   1. Credit or Debit Card: Credit or debit cards are available for users 18 and above. A temporary $1.00 USD hold will be placed on the card and refunded after verification is complete within 7 business days.
   2. Robux Ad Credit: Converting Robux into ad credits to fund your campaigns is available for all users 13 and up.

Convert Robux to ad credits

Any Roblox user aged 13 and above can convert Robux to ad credit and use it for running ads. This accessibility ensures that a wide range of creators can participate in the advertising ecosystem.

You can specify the amount of ad credit you want to purchase. When converting Robux to ad credits, consider the following:

• 1 ad credit is equivalent to 285 Robux.
• 10 ad credits is the minimum conversion requirement.

This minimum conversation requirement streamlines the conversion process, prevents inaccuracies, and makes sure that you have enough ad credits to support meaningful advertising campaigns.

Manage ads (New)

The new Ads Manager simplifies campaign creation to help you reach more players and maximize the impact of your ads.

Budgets

When you create an ad campaign, you must set budgeting parameters to control campaign spending. There are two different types of budgets:

• A daily budget is the maximum amount you pay for your ads per day.
• A lifetime budget is the maximum amount you pay for your ads for the entire duration of the campaign.

You can pay for campaign budgets using either your debit or credit card on file, or your existing ad credit balance. If you fund a campaign with ad credits, you can't modify it after it's published. If you have unused ad credits after your campaign ends, those credits are refunded to your account.

Automated bidding

With auto-bidding, you set an ad budget and duration and Roblox automatically calculates the bid that will get you the most plays at the lowest cost.

Custom thumbnails

An ad creative is the thumbnail that shows up on a player's Home page when you sponsor an experience. You can select up to 5 thumbnails for your ad campaign, which are then evenly distributed across players' Home pages. After you create a campaign, you can edit the campaign to turn specific thumbnails on and off.

You can use existing thumbnail images you have previously uploaded to the Creator Hub, or upload new ad-specific images with the Ads Manager. Any image you use as a thumbnail is resized to a ratio of 16:9 when displayed on the Home page.

Define the campaign

To create an ad campaign with the new Ads Manager:

1. Go to Manage Ads and click Create Campaign.
2. Under Experience, select the experience you want players to join when they click on your ad.
3. Under Goal & Name, enter a name for the campaign. Currently, the only goal available is Maximize plays, which gets you the most plays at the lowest cost.
4. Under Budget & Schedule:

   1. Choose between a Daily Budget and a Lifetime Budget.
   2. Select a Payment Method. If you're using ad credits, make sure the campaign budget does not exceed the available ad credits in your account.
   3. Set a Duration for your campaign.
   4. Set a Start Date and a Start Time for your campaign.
5. Under Creative, choose up to 5 thumbnails to show on players' Home page.
6. Click Publish and confirm submission. Your ad campaign will go live after it's approved by the moderation team.

Manage ads (Classic)

The classic Ads Manager gives you a more detailed way to create ad campaigns, including defining targeting and bidding parameters for ad sets, and creating immersive and search ads.

An ad campaign is a coordinated series of ads designed to achieve a specific goal. To create an ad campaign with the Classic Ads Manager:

1. Define the campaign.
2. Define an ad set.
3. Create ads.

Before launching your campaign and submitting it to Roblox for moderation and approval, you'll be able to review the campaign details.

Define the campaign

Campaigns are defined by their campaign objective and budgeting and scheduling parameters. Campaign objectives are divided into three categories:

• Awareness: Campaigns focused on awareness show image or autoplaying video ads to increase awareness of your brand within an experience.
• Visits: Campaigns focused on visits aim to attract people to your experience on Roblox. These can take the form of either sponsored experiences on the Home page or immersive ads placed within portal ad units in experiences. You can't promote 17+ experiences using the Visits objective.
• Video Views: Campaigns focused on 15-second click-to-play video views to engage audiences in-experience.

Budgeting and scheduling parameters control campaign spending and duration. There are two different types of budgets:

• Daily budgets: A daily budget is the maximum amount you pay for your ads per day.
• Lifetime budgets: A lifetime budget is the maximum amount you pay for your ads for the entire duration of the campaign.

You can't set both a daily and lifetime budget. Budgets are paid for by either your credit card on file or with existing ad credit balance.

To set up an ad campaign:

1. Go to Manage Ads (Classic) and click Create.

2. Select your Payment Method. If you're using ad credits, make sure the campaign budget does not exceed the available ad credits in your account. Ad credits are debited after campaign submission based on your set budget.

3. Select a Campaign Objective from the dropdown.

   

4. Choose a Daily Budget or Lifetime Budget for your campaign.

5. Choose the length of your campaign.

   • End dates are required for any campaign funded by ad credits.
   • End dates are optional for daily budgets with debit and credit cards. If you don't set an end date, the campaign runs indefinitely using the daily budget.

6. Enter a name for your campaign.

7. Click Next.

Define an ad set

Ad sets are a group of ads within a campaign that share the same targeting and bidding parameters. When defining an ad set, you can customize the following three categories to meet the needs of your respective campaign goals:

• Audience settings: Choose who sees your ad based on their geographical location, gender, age, and what device they're playing on.
• Ad placement: Determine where your ads are discoverable on the platform, such as in search results or within experiences.
• Brand suitability: Filter what kinds of experiences your ads are served in based on the content of those experiences.

To define an ad set:

1. Choose up to 10 regions or countries you want your ad to appear in. When you target a region, you automatically target every country within that region.

   

2. Determine the gender and age range of the players you want to see your ads, as well as which devices you want your ads to appear on. Certain options might not be available in some locations.

3. Select where you want to place your ads according to your campaign objective.

   • For a visits campaign objective, choose between a sponsored experience on the Home page or an in-experience portal within an experience.
   • For an awareness campaign objective, choose between an in-experience video or image.

4. Select an inventory tier according to the kinds of experiences you want to serve your ads. Inventory tiers only affect which experiences ads can appear in, not who can see ads. For example, if you select Standard Inventory, your ads might be shown in an experience with a 9+ age recommendation to audiences who are 13+.

   Brand suitability tier	Experiences with content maturity labels eligible to serve ads	Age of users eligible to see ads
   Full Inventory	Minimal, mild, moderate, restricted	13+, except in 17+ experiences where users must be 17+ and ID-verified
   Standard Inventory	Minimal, mild	Users aged 13+
   Limited Inventory	Minimal	Users aged 13+

   Selecting Standard Inventory and Limited Inventory exclude experiences with more mature content and can limit your reach. Regardless of what option you select, your ads aren't shown to users under the age of 13 or in experiences that don't comply with the Roblox community standards. For more information, see the advertising standards and the brand suitability tables.

   See the following for a breakdown of what types of content you can expect for each content maturity label:

   Maturity label	Description
   Minimal	Might contain occasional mild violence and/or light unrealistic blood.
   Mild	Might contain repeated mild violence, heavy unrealistic blood, mild fear-based content, and/or mild crude humor.
   Moderate	Might contain moderate violence, light realistic blood, moderate fear-based content, moderate crude humor, and/or unplayable gambling content.
   Restricted	Might contain strong violence, heavy realistic blood, moderate crude humor, romantic themes, unplayable gambling content, the presence of alcohol, and/or strong language.

5. Choose which genres you want to target with your ads.

   • For sponsored experiences, this represents the genre interests of your audience.
   • For immersive ads, this represents the genre of the experiences your ads are displayed in.

6. Determine a max bid price to show your ads to players through the available ad units placed in experiences. Bids are reflected as CPM (cost-per-thousand impressions), meaning that your max bid for CPM is the maximum amount you're willing to pay for every thousand impressions.

7. Enter a name for your ad set.

8. Click Next.

To maximize your advertising reach and use both in-experience portals and sponsored experiences within the same campaign, consider creating an additional ad set. This flexibility enables you to experiment with different ad strategies and optimize your campaign's performance.

Brand suitability tables

Brand suitability tables show what types of content you can expect to appear alongside your immersive ads depending on your brand suitability inventory selection.

Always excluded content

To support brand safety, all content on Roblox must continue to follow the Roblox community standards. The community standards set a high bar for content that is safe and civil for the platform.

For example, the following content is not allowed on the platform in any context:

• Extreme violence including real-world depictions of graphic violence, war crimes, or terrorism
• Depiction of real-world sensitive events
• Depiction of sexual acts or nudity
• Hate speech or promotion of hate groups
• Discussion or depiction of use of illegal drugs or regulated substances including tobacco, vaping, and steroids
• Discussion or depiction of political content including political parties, political candidates, and elected officials

Bidding and auction

Ads on Roblox work in a bidding system, where you bid to have your ads shown to users through the available ad units placed in an experience. When determining your bidding settings, bids are reflected as CPM (cost-per-thousand impressions). Your max bid for CPM is the maximum amount you're willing to pay every thousand times your ad is seen by the user. A higher CPM can increase the chances of winning the auction, but it also means you pay more.

At the same time, Roblox runs an auction to determine the best ad to show when there's an ad opportunity. You set the maximum price you're willing to pay as CPM or CPP (cost-per-play), then Roblox considers the player and ad information to generate an eCPM (effective cost-per-thousand impressions) value for each ad in the request.

All eligible ads participate in a second price auction. The ad with the highest bid wins the ad slot, but only charges the price of the second highest price plus one cent. This process looks like this:

1. You submit your bids for ad space.
2. Roblox calculates the eCPM value for each ad based on the player and ad information.
3. The ads are placed into an auction.
4. The ad with the highest eCPM value wins the auction.
5. The winning ad is displayed to the player.
6. You are charged the bid amount of the second highest price, plus one cent ($0.01).

For example, you want to display your ad on a website so you submit a bid of $10. Another advertiser submits a bid of $12 for their own ad and wins the auction because their bid is higher. They're then charged $10.01, which is the price of the second highest bid (in this case, your bid) plus one cent.

Genre targeting

Genre targeting helps you target your ads to reach people who are more likely to engage with your experience. You can use your ad sets to target particular genres.

Experience genre

Experience genres are based on the genre of the experiences your immersive ads are served in. For example,selecting only "Roleplaying" means your ads only appear in experiences classified as "Roleplaying."

Audience genre

For sponsored experiences, audience genre targeting is based on user preferences. Ads are only served to users who like to play experiences in the selected genres.

There are nine genres available for targeting:

• Action: Complete physical challenges that require motor skills like jumping, shooting, and climbing.
• Adventure: Use clues and interact with people or the environment to progress gameplay.
• Obby: Navigate a series of challenging obstacles to reach a goal or complete a task.
• Roleplaying: Assume the roles of characters in a fictional setting and have freedom to influence the story.
• Simulation: Experiences that closely simulate real world or fictional realities.
• Social: An environment where characters can meet friends, hangout, and socialize.
• Sports: Play traditional or fictional physical sports.
• Strategy: Focus on skillful thinking and planning to achieve success.
• Tycoon: Take on the role of a business owner and manage various aspects of the business to achieve success and profitability.

Create ads

You can create three different types of ads using the Ads Manager:

• Sponsored experiences, which appear as sponsored experience tiles on the Home page.
• Immersive ads, which include:

  • Portal ads, which are static, non-clickable images within the 3D space of an experience, with a door that teleports a player into an advertiser's experience.
  • Image ads, which are static, non-clickable images within the 3D space of an experience.
  • Video ads, which are either auto-playing (non-rewarded) or click-to-play (can be rewarded) videos within the 3D space of an experience.
• Search ads, which allow you to promote your experience to users ages 13+ who are actively searching for experiences or genres of experiences using specific keywords.

The ad type is determined by your campaign objective. For example, campaign objectives valuing awareness are displayed as image ads, while campaign objectives valuing visits are displayed as tile and portal ads.

Roblox reviews each submitted ad prior to it being run. Make sure your ad is eligible to run by following the advertising standards.

Sponsored experiences

You can create a sponsored experience for all 13+ users and experiences by choosing the Visits campaign objective.

To create a sponsored experience ad:

1. Select the Destination Experience that you want the player to join.
2. Click Upload file and select the image you want to use for the ad.
3. Preview the image by clicking the expanding arrows over the image thumbnail.
4. Enter a name for your ad.
5. Click Next.

Portal ads

To create a portal ad:

1. Select the Destination Experience that you want the player to land in after walking through the portal ad.
2. Click Upload file and select the image you want to use for the ad.
3. Preview the image by clicking the expanding arrows over the image thumbnail. You can also click Live Preview to see and interact with the portal ad like a player would.
4. Enter a name for your ad.
5. Click Next.

Image ads

To create an image ad:

1. Click Upload file and select the image you want to use for the ad.
2. Preview the image by clicking the expanding arrows over the image thumbnail. You can also click Live Preview to see the image ad like a player would.
3. Enter a name for your ad.
4. Click Next.

Video ads

To create a video ad:

1. Click Upload media and select the video you want to use for the ad.
2. Preview a static image of the video by clicking the expanding arrows over the image thumbnail. You can also click Live Preview to see the video ad like a player would.
3. Enter a name for your ad.
4. Click Next.

Search ads

Search ads have unique audience targeting, and a specific bidding and auction process for keywords. For more information, see Search ads.

Live preview of ads

You can use live preview to see what your immersive ad looks like to the players inside an experience. Live preview is available for immersive ads in portal, image, and video formats.

After selecting and uploading an image or video file, click Live Preview next to the image or video thumbnail. This takes you to a demo experience created by Roblox to teach users how to build and advertise on the Roblox platform. Inside the experience, you can see and interact with the ad format you selected in Ads Manager.

Review the campaign

With your campaign, ad set, and individual ad created, it's time to review your selections. This final screen lets you revisit and edit any previous setting of your campaign before launch.

Review your ad campaign and click Submit. After you submission, moderators review it for approval.

Edit a campaign

After a campaign, ad set, or ad is submitted, you can still make adjustments to certain parameters. See the following for the parameters you can and can't change:

Cancel a campaign

You can cancel a campaign up to 6 hours before the campaign's scheduled start time. Cancelling a campaign automatically cancels any associated ad sets and ads, returns any ad credits you spent back to your account, and prevents your credit or debit card from being charged.