Scope of Work: CRM-Powered Retargeting & Ad Management

1. Discovery & Audit

• Review client’s current advertising channels (Google Ads, Meta, LinkedIn, TikTok, programmatic).
• Audit existing CRM, marketing automation, and ad management platforms.
• Identify business goals: lead nurturing, customer retention, conversion optimization, ROI improvement.
• Map customer journeys, audience segments, and touchpoints for retargeting opportunities.

2. Strategy & Planning

• Define retargeting goals and KPIs:
  • Click-through rate (CTR)
  • Conversion rate
  • Cost per acquisition (CPA)
  • Return on ad spend (ROAS)
• Segment audiences using CRM data:
  • Leads who did not convert
  • Past customers for upsell/cross-sell
  • High-value or at-risk customers
• Plan ad creatives, offers, and messaging tailored to each segment.

3. Data Integration

• Connect CRM with ad platforms via APIs or middleware for seamless data sync.
• Enable dynamic audience creation based on CRM segments, behavior, and engagement history.
• Implement tracking pixels, UTM parameters, and conversion events for accurate attribution.
• Ensure compliance with privacy regulations (GDPR, POPIA, CCPA) and opt-in management.

4. Workflow & Automation

• Build automated retargeting workflows triggered by CRM data and user behavior:
  • Abandoned cart reminders
  • Upsell/cross-sell campaigns for existing customers
  • Win-back campaigns for inactive users
  • Personalized offers based on purchase history or interests
• Automate audience updates and bid strategies based on engagement and conversions.

5. Implementation

• Configure ad campaigns across selected platforms using CRM-driven audiences.
• Set up dynamic creatives and personalized messaging for each segment.
• Enable automated budget allocation and bid adjustments based on performance data.
• Integrate with reporting dashboards for unified campaign monitoring.

6. Testing & QA

• Validate audience syncing between CRM and ad platforms.
• Test automation triggers, creative delivery, and tracking accuracy.
• Confirm proper reporting of conversions, CTR, ROAS, and other KPIs.
• Ensure cross-platform consistency in messaging and targeting.

7. Reporting & Analytics

• Provide dashboards and reports tracking:
  • Ad engagement and CTR
  • Conversions and revenue generated
  • Audience segment performance
  • Cost per acquisition and ROAS
  • Multi-channel attribution insights
• Enable drill-down by campaign, audience, and time period for optimization.

8. Optimization

• Continuously analyze performance and refine audience segments, creatives, and messaging.
• Adjust automated workflows, bid strategies, and budgets based on ROI.
• Conduct A/B testing for messaging, offers, and creative formats.
• Align retargeting campaigns with broader marketing and sales strategies.

9. Ongoing Monitoring & Support

• Monitor campaign performance and CRM integration in real-time.
• Update workflows, segments, and creatives as audience behavior evolves.
• Ensure compliance with advertising platform policies and privacy regulations.
• Provide training and support for marketing teams to manage campaigns effectively.

Value Delivered

• Automated, CRM-driven retargeting campaigns that increase conversions.
• Personalized messaging improving customer engagement and loyalty.
• Real-time insights into campaign performance and ROI.
• Reduced manual effort in audience segmentation and ad management.
• Scalable system for multi-channel retargeting aligned with business growth.