Geofencing Marketing: How to Target Competitor Locations & Events

Mobile programmatic advertising is an automated system where advertisers buy ad inventory in real-time auctions (occurring in approximately 0.6 seconds) through Demand-Side Platforms (DSPs), which compete against other advertisers to show ads to specific audiences based on user data collected by Supply-Side Platforms (SSPs) from mobile apps and websites; this system enables targeted advertising across various formats including fullscreen banners, native ads, rich media, and video, with payment models ranging from cost-per-click (performance marketing) to cost-per-thousand-impressions (brand awareness), while requiring optimization of landing pages for mobile devices and implementation of anti-fraud measures to ensure campaign effectiveness.

Programmatic advertising is an automated system for buying and selling digital ad inventory through specialized software platforms, involving three key parties: publishers (who own websites and apps with audience traffic), advertisers (who want to show ads to reach their target audience), and ad tech companies (like Google Ad Exchange, DSPs, and SSPs) that facilitate the transactions. The ecosystem operates through three main deal types: programmatic guaranteed deals (where advertisers commit to specific impression quantities at predetermined rates), private marketplace deals (real-time bidding with minimum floor prices), and open auction deals (for remnant inventory with no floor price). Key metrics include CPM (cost per thousand impressions), CPC (cost per click), and engagement rates measured by CTR (click-through rate) and VTR (view-through rate). Ad formats have evolved to include interstitial, rich media, and native ads, with viewability technology ensuring ads are actually seen by users.

Programmatic RTB (Real-Time Bidding) advertising is an automated system where advertisers bid on ad impressions in real-time auctions facilitated by exchanges, connecting publishers (who sell ad space) through Supply Side Platforms (SSPs) with advertisers through Demand Side Platforms (DSPs), enabling efficient, targeted ad placement across millions of websites without direct human negotiation.

Demand-side platforms (DSPs) are tools used by advertisers to purchase ad inventory across multiple sources through a single interface. DSPs connect to ad exchanges and allow advertisers to run automated campaigns, optimize targeting, and manage bidding strategies. Popular DSPs include Google DV360 (formerly DBM) and The Trade Desk. While different DSPs may use varying algorithms for optimization, they all fundamentally perform the same core function of facilitating programmatic ad buying.

In real-time bidding (RTB), when a user visits a webpage, the publisher's ad server evaluates available ad inventory and, if not pre-sold, sends a request through a Supply Side Platform (SSP) to an ad exchange; the exchange then conducts an auction among Demand Side Platforms (DSPs) and other buyers, who must submit bids within 10 milliseconds; the winning DSP retrieves the ad creative, which is then delivered to the user's browser through the publisher's ad server, completing the entire process in fractions of a second.

The instructor explains three key metrics: CTR (Click-Through Rate) measures how many people click on your ad after seeing it; CPM (Cost Per Mille) is the cost per 1,000 views; CPA (Cost Per Acquisition) is how much you spend to make a sale. He demonstrates that by improving CTR and reducing CPM, you can reduce CPA from R$20 to R$3 per sale.

This comprehensive segment covers core digital marketing concepts: Click-Through Rate (CTR) measures click percentage from impressions, with 7-8% considered optimal. Conversion tracking generates codes to monitor specific website page conversions. Five keyword match types exist: Broad Match (no symbol), Broad Match Modified (+), Phrase Match (""), Exact Match (::), and Negative Match (-). Facebook Ads Manager handles campaign management while Business Manager manages multiple accounts. People access gives limited permissions, Partners have full admin rights. Device targeting allows bid adjustments. eCPM measures cost per 1000 impressions. Quality Score is viewed at the keyword level.

The Four C's of PPC (Pay-Per-Click) advertising are Click-Through Rate (CTR), Cost Per Click (CPC), Cost Per Acquisition (CPA), and Conversion Rate (CR). CTR measures the percentage of users who click on your ad after seeing it, calculated as clicks divided by impressions. CPC represents the amount you pay for each click, directly impacting your marketing budget. CPA calculates the total cost to acquire one customer, helping you understand your customer acquisition efficiency. CR measures the percentage of users who take a desired action after clicking, indicating your landing page effectiveness. These metrics work together to optimize digital marketing campaigns, with CTR affecting ad rankings, CPC determining budget efficiency, CPA showing customer acquisition costs, and CR reflecting overall campaign success.

Click-through rate (CTR) and conversion rate are the two most essential metrics in digital marketing. CTR measures ad engagement as clicks divided by impressions, driving traffic to websites. Conversion rate measures website effectiveness as purchases or leads divided by total visitors. All other metrics (impressions, clicks, CPC) are controlled by these two factors. For Google search, keywords drive CTR; for Meta, ad copy quality determines CTR. Mastering both metrics ensures successful digital marketing campaigns.

Three essential metrics for campaign analysis: CPA (Cost Per Acquisition) measures how much you spend per sale (e.g., R$ 100 spent for 10 sales = R$ 10 CPA). Lower CPA is better. CTR (Click-Through Rate) measures the percentage of viewers who click your ad (e.g., 2% means 2 clicks per 100 views). CTR below 1% is poor, 1-3% is acceptable, and above 3% is excellent. CPC (Cost Per Click) measures how much you pay for each click (e.g., R$ 100 spent for 50 clicks = R$ 2 CPC).

Audience segmentation is the process of selecting specific groups of people within the internet community to show advertisements to, avoiding ineffective mass communication. Effective segmentation requires specificity about products, services, and offerings to better connect with target audiences. Customer profiles are fictional personas representing ideal customers, including information about work, family, hobbies, and preferences. There are three main types of segmentation: demographic (age, location, income), behavioral (purchasing habits, interactions), and customer journey (awareness, consideration, decision). Geographic segmentation is the most common method, requiring consideration of location and service boundaries. Behavioral segmentation involves analyzing purchasing frequency and seasonal patterns. The customer journey consists of three stages: awareness, consideration, and decision/conversion. Full funnel marketing involves working across all stages. Customers with different commitment levels require different marketing approaches. Device-based segmentation is crucial because over 90% of social media consumption occurs on mobile devices. Effective segmentation requires asking questions across five levels: demographic, psychographic, behavioral, and strategic. The most powerful segmentation is emotional, focusing on what problems customers want to solve.

Facebook allows segmentation by age, location, interests, and behaviors, enabling highly targeted campaigns. Custom audiences allow businesses to target existing customer lists (email addresses, phone numbers) for retargeting. Lookalike audiences find people similar to existing customers who showed high engagement, helping expand reach to new but relevant audiences.

Digital marketing fundamentally consists of two elements: the audience (people in the market) and the treatment (what marketers offer them). Channels are the pathways used to approach the market. Effective marketing requires segmenting target markets into specific target audiences and providing appropriate treatment for each segment. The more specific the audience, the easier it becomes to understand their problems and provide solutions. This segmentation enables marketers to move customers through the marketing funnel more effectively by addressing their specific needs and pain points.

This section covers the complete strategy for running campaigns for medium and high-end products. Key principles include: precise audience segmentation (narrower audiences are better than broader ones), age targeting (25-55 years), and behavioral targeting for high-income audiences using Facebook's 'Consumer Classification' options. The 'less is more' principle applies—showing ads to people outside your target demographic wastes budget. For real estate, target interests like 'Imóveis', 'Casa', 'Apartamento', and 'Corretor de imóveis'. Marketing digital requires testing and iteration—if a segment doesn't perform, remove it and test alternatives. For Instagram ads, you need a professional business account, not a personal one.

Effective target audience segmentation includes: (1) Demographic segmentation (age, gender, education level), (2) Geographic segmentation (local, regional, national, or international), (3) Psychographic segmentation (motivations, values, lifestyle), and (4) Behavioral segmentation (purchasing patterns, brand interactions). For example, targeting IT beginners aged 25-40 in Slovakia and Czech Republic interested in career advancement.