30, May, 2024
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Understanding CRM Retargeting and How It Increases ROAS
Biography
Sarah Cruz writes about customer relationship management solutions, bringing a deep understanding of the financial services industry. With a proven track record in wealth management and client relations, she provides helpful pointers on how CRMs can enhance client service, streamline workflows, and, ultimately, drive growth within the financial sector.
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Biography
Stephen Jones is a seasoned Customer Relationship Management (CRM) professional with over 7 years of experience in the field. Throughout his career, he has helped businesses of all sizes implement and optimize their CRM systems to drive sales growth, improve customer satisfaction, and streamline operations. Stephen is passionate about sharing his CRM expertise and insights through insightful blog posts and articles.
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Latest Update:
Sep 16, 2024, 8:45 am
In a Nutshell
As a business owner, I’ve had some trial and error with CRM retargeting. All business owners want their products to sell, and ads can be one of the best ways to increase ROI. Not to mention, understanding how ads work for cold and warm customers can optimize your ad budgeting.
Top 5 CRM Retargeting Tools- Shortlist
Throughout my research, I’ve discovered five of the best CRM retargeting tools that brought me decent ROAS. Each has its strengths and weaknesses and might not work for all businesses, but they’re all equally powerful when you know how to play to their strengths.
1. Google Display Network – Best for Broad Targeting
2. Facebook Retargeting – Best for Small Business
3. Criteo – Best for Easy Deployment
4. Adroll – Best for Transactional Targeting
5. Zapier – Best for Connecting Systems
Understanding CRM Retargeting
Regular retargeting will ‘retarget’ people who visit a site to another site, regardless of purchases. Then, what is CRM retargeting?
When CRM is in the mix, the system will leverage first-party customer purchase and behavior data that the CRM system has. As CRMs actively gather customers’ data, there’s a rich database to make informed retargeting.
CRM Implementation
First, you must ensure the CRM system is working and collecting data. It can store your customers’ contact information, preferences, purchase history, etc. You can start working with the data if it’s working and ready for use.
Data Integration
The critical feature of combining CRM with retargeting is customer data. You can then customize the audiences based on the CRM’s data. Segment them according to specific criteria relevant to your business, such as behavior patterns, demographics, or past interactions with your company.
Data Utilization
The data in the CRM system allows the retargeting process to find audiences with similar behaviors, purchasing histories, and other traits. By showing ads to a similar customer base, CRM retargeting increases the effectiveness of your digital advertisement.
Benefits and Use Cases of CRM Retargeting
At this point, you may better understand and picture what CRM retargeting can do for your business. Now that you know the CRM Retargeting definition, let me share what benefits you can get from it.
Upsell and Cross-Sell Opportunities
Companies can automate upselling and cross-selling through CRM retargeting to ensure their customers receive relevant experiences. Although most retargeting aims to reach previous customers, the products offered can be more varied with a CRM system.
As the system knows the customer has bought an item, it can sell a different item from the same brand. Companies can also sell an upgraded version of the item the customer had purchased.
Smarter Marketing
Ads are supposed to increase a business’s sales, but when they’re not fully optimized, they can waste money and resources. I’ve seen many companies unable to recover due to ineffective marketing.
CRM can help point out these mistakes, showing your company which marketing strategies are doing better than others. You can then tweak and improve the advertisement to make better persuasion.
Better Cross-Channel Campaigns
With CRM data integrated across platforms, you can consistently target audiences regardless of the channel. This allows you to reach the same customers on all devices with synchronized messaging.
A customer’s consistent experience contributes to brand recognition and message reinforcement. It’ll also make your customer’s journey seamless as they’ll see uniform tailored content no matter where they are.
CRM Retargeting Strategies
With enough data on your CRM system, the possibilities are endless. Let me tell you how to optimize your data and use your CRM retargeting effectively.
Grabbing Customers’ Attention
Use your data to personalize offers and recommendations. Send personalized messages to grab customers’ attention and start solid customer relationships.
You have enough data on your CRM retargeting and a system to help you do it. You can connect with your existing customers by sending recommendations that interest them.
Google and Facebook Retargeting and Re-engagement
Facebook and Google also provide rich targeting options to ensure you reach the right audiences precisely. The two have behavioral, interest, and demographic filters that ensure your ads reach the right customers.
Then, the CRM data helps measure cross-platform ad performance. Analyze the results, refine your targeting strategy, and optimize your campaigns for maximum ROI.
Give Exclusive Social Deals
Social media platforms allow direct engagement with your existing customers and lead in a communicative environment. By regularly posting exclusive deals and valuable content, your business can remain in your customers’ minds.
Try updating about special offers not widely available to help build anticipation and curiosity. This is a strategy that can give you repeated attention from your followers.
The Best CRM Retargeting Tools Software: My Top 5 Picks
Now that you understand what a CRM retargeting service can do for your business, I recommend a few of my favorites. After long research and trial and error, I found these five software the best.
Free Plan: No free version available
Depending on Budget allocation
Google has a massive user base, and that’s why Google Display Network has one of the broadest reach. The service might require trial and error until you find the most effective funnel. However, I’ve seen it done more wonders compared to making troubles.
Why I Chose Google Display Network
As mentioned, Google has one of the biggest user bases, if not the biggest. Despite that quality, users with a marketing budget under $3,000 can still perform well with Google Display Network.
Pricing
You can set the cost you’d like to invest in GDN, and Google will optimize the cost towards the retargeting. You can set a daily budget for your ads, then a weekly and monthly spending limit. GDN’s average cost per click (CPC) is under $1.
Features
Through GDN’s Performance Max campaign, you can put your ads on several platforms. This includes Gmail, YouTube, Google Search, Google Maps, and Google Discovery. You can then consult GDN’s expert to create the perfect campaign for your business objectives.
Integrations
GDN implements AI in its Smart Display campaigns that can gather data in a single Display campaign. Due to the capabilities of Smart Display, you can choose the level of AI integration for your project’s targeting, creatives, and bidding.
Summary
As one of the powerhouses of retargeting, Google Display Network provides high customization for all business levels. Any company can set its preferred budget and change it up to optimize its CRM retargeting and make informed decisions as it goes forward.
Pros & Cons
Pros
- Massive user base
- Higher quality placement sites than most ad networks
- Offers manual customization and automation
Cons
- Some hidden settings and app placement add cost
- Slightly dated traffic sources
Free Plan: No free version available
Depending on Budget allocation
As the second powerhouse next to Google, I can’t leave out Facebook. I find Facebook very flexible for all kinds of industries and platforms. It’ll also work well for teams as it provides training on how to optimize retargeting.
Why I Chose Facebook Retargeting
Although Facebook’s user base number is lower than Google’s, it’s still second. Facebook has also been improving to make retargeting better. It also limits new users’ spending to suit businesses with lower re-marketing costs.
Pricing
Like GDN, Facebook Retargeting’s cost is highly customizable. You can set your budget and how much you will spend on retargeting. On average, people using CRM retargeting Facebook spend around $0.26 to $0.30 per click and $1.01 to $3.00 per 1000 impressions.
Features
Facebook uses the Meta Advantage+ catalog, a new version of its dynamic ads, to automatically retarget your customers based on their actions, intent, and interests. It allows you to create a catalog of your products, and Meta will generate the ad for your customer who’s likely to be interested in it.
Integrations
You can incorporate a Mobile Measurement Partner or a Customer Data Platform with Facebook if they’re what you’re using. Meta is compatible with offline conversions like PoS and messaging events like Instagram and WhatsApp.
Summary
If you’re looking for a good platform with broad targeting and a decent user base, Facebook can be your best match. It’ll work well with businesses with smaller budgets that aim to be cost-productive for their projects.
Pros & Cons
Pros
- Excellent AI for broad targeting, including prospecting, retargeting, and LLA
- Automated targeting
- Works well with lower-budget
Cons
- Needs specific creative and target to be profitable
- Work better for a warm audience
Free Plan: No free version available
Depending on Budget allocation
Adroll has been offering its service for over 15 years. Using Machine Learning and AI technology, Adroll makes it easier for business owners to retarget without burdening the marketing team.
Why I Chose Adroll
Adroll has everything I need to run my campaign and drive results effectively without complicating the progress. I also like how easy it is to set things up on Adroll, so I don’t need to spend much time preparing for my campaign.
Pricing
- Ads. Pay-as-you-go. Includes: A pay-as-you-go campaign for retargeting, native, and display ads. Not including monthly ad credits and social channels.
- Marketing & Ads+. $36/month. Includes: One platform for retargeting, native, display, and social ad campaigns. Including unlimited email and monthly ad credits.
- Advanced package. Custom quote. Includes: Full Adroll package, free ad credits, early product access, onboarding service, and advanced optimization services.
Features
Addroll CRM Retargeting features a data engine built from scratch to provide AI-powered retargeting. Adroll also offers the Adroll Pixel, a JavaScript snippet on your website’s header that helps track visitors’ activity to give you insight.
Integrations
Adroll supports various integrations based on your business needs. This includes connected ad channels manager, cross-channel reporting and attribution, and cross-platform data sharing through platforms like Funnel.io and Google Analytics. You can then connect Adroll with many CRMs like Hubspot.
Summary
As an experienced one in the industry, Adroll provides everything you need for proper CRM retargeting. The platform is user-friendly, so anyone on your team can use it despite their level of technical knowledge.
Pros & Cons
Pros
- Simple dynamic product retargeting setup
- Good for display targeting
- Easy revenue passthrough setup
Cons
- Relatively costly
- Low viewability for its third-party tag system
Free Plan: No Free Version Available
Depending on Budget allocation
Criteo is another CRM retargeting that optimizes algorithms by optimizing AI and Machine Learning. You can upsell and cross-sell using Criteo by utilizing machine learning and producing personalized ads that turn more shoppers into buyers.
Why I Chose Criteo
Although GDN and Facebook are the powerhouses, Criteo covers more industries like healthcare and B2B CRM retargeting. In some cases, I also feel like Criteo has an outstanding algorithm that ensures all ads are delivered to the right customers.
Pricing
Criteo is another CRM retargeting platform that uses the CPC (Cost per Click) pricing plan. You can set your budget and let Criteo optimize it to improve your sales.
Features
Through Criteo, you can reach your customers using engaging video ads generated on demand. Criteo’s Machine Learning will then watch over your campaigns to ensure you improve every weakness.
Integrations
Criteo partners allow you to integrate smoothly. From creative to audience measurement platforms, Criteo makes integrations easy. You’ll find several commonly used apps like Adobe, Microsoft, and Shopify.
Summary
Criteo ensures its service caters to a wide range of industries, making retargeting easy. Criteo can also be a cost-effective CRM retargeting service for businesses or companies who want to manage their marketing budget flexibly.
Pros & Cons
Pros
- More diverse and attractive interactive templates
- Expandable retargeting reach
- Offers email targeting
Cons
- Slow, irrelevant ads filtering
- Relatively expensive compared to retargeting services with CPC
Free Plan: Yes, free version available
Depending on Budget allocation
Zapier isn’t a CRM retargeting, but it’s a bridge that connects the retargeting platform and CRM into one.
Why I Chose Zapier
I feel like Zapier deserves a spot on this list, as I’ve seen many companies looking to do CRM retargeting with Zapier. As an automation service, Zapier can be multifunctional outside of CRM and retargeting.
Pricing
- Free: Unlimited automation workflows, two-step automation, AI power-ups.
- Professional, $19.99/month: Multi-step automation, unlimited premium apps, Webhooks, email support.
- Team, $69/month. Include: Unlimited seats, shared workspaces, shared app connections, and SSO add-on.
- Enterprise, custom quote. Include: Advanced app controls and admin permissions, annual task limits, SAML SSO, observability, and designated technical support.
Features
Besides automation and extensive workflow customization, Zapier also provides a no-code visual editor. Users can also customize error notifications to ensure effective communications.
Integrations
For the CRM, Zapier can connect with Hubspot, Salesforce, and Microsoft Dynamics CRM. For retargeting, Zapier works with Exit Bee, a conversion optimization tool that provides website visitors with retargeting through personalized overlays.
Summary
Despite Zapier being an automation workflow service, Zapier can be the perfect bridge between a business and all its needs. In this case, it can work well as a tool to connect a CRM and a retargeting platform.
Pros & Cons
Pros
- Automation workflows connecting all sorts of services, including CRM and retargeting platforms
- Provides multiple integrations with popular CRM systems like Hubspot and Salesforce
- Affordable pricing plans
Cons
- Limited retargeting integrations
- Don’t come with its built-in retargeting system
Maximizing CRM Retargeting Potential
There’s no perfect CRM retargeting for all businesses; there are factors you should consider as a business owner. These five platforms have done wonders for me. If unsure, you can study your game plan and cross-check with my list above to see what kind of CRM retargeting platform would bring you the highest ROAS.
Explore our other blogs too! Our CRM experts publish helpful content daily, covering a wide range of topics from how-to guides to blogs on Hubspot implementation.
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