Alexander Guerrero: Driving Oax Sport’s Digital Impact

In an era where digital influence shapes the trajectory of organizations, Alexander Guerrero stands out as a beacon of innovation and commitment. As the Paid Digital Advertising Specialist at Oax Sport, Guerrero brings his unique blend of skills and passion to the forefront of the organization’s online presence. His journey into the world of digital advertising, starting with PPC campaigns for local businesses, reflects a deep-rooted desire to make a tangible impact. This desire is not just professional but also deeply personal, with his family’s history in Oaxaca and their involvement in long-distance running profoundly aligning with Oax Sport’s mission.

In this insightful interview, Guerrero opens up about his role at Oax Sport, detailing the intricacies of digital advertising strategies tailored to a nonprofit organization’s unique needs. He shares his challenges, successes, and the personal motivations that drive him, offering a glimpse into the heart and soul behind the digital campaigns that shape Oax Sport’s outreach. From his strategic approach to promoting the organization, to adapting to the ever-evolving landscape of digital advertising, Guerrero’s narrative is not just about ads and metrics; it’s a story of passion, heritage, and the relentless pursuit of excellence.

Background & Introduction

• Can you please introduce yourself and explain your role at Oax Sport?

Hi, I’m Alexander Guerrero. While I mainly specialize in SEO, I have volunteered to manage Oax Sport’s Google Ads.

• How did you get started in digital advertising, and what drew you to this field?

I started by launching PPC campaigns for local businesses in Pilsen. I was drawn into digital marketing by noticing how many people I can really help with this skill set! I realize that many business owners and people who run non-profits wear multiple hats to keep everything afloat. I remember being so surprised to receive hugs and appreciation for the work I’ve done.

• What motivated you to join Oax Sport, and how does your work align with their mission?

My father is from Oaxaca and his family was quite active when he was young. He would tell me about the times he would do long-distance runs with his father and the lessons he learned. When I saw the faces of the runners, it reminded me of the family I had in Mexico and of my father.

Digital Advertising & Strategy

• Can you describe your overall strategy for promoting Oax Sport through digital advertising?

Exposure to the right people is probably our overall strategy. I won’t unveil everything, but we try our best to advertise to people who are also runners and have a love for Mexico. That way when they see our ad, they get it. We don’t ask for lucrative donations (although who can say no to that!). We only ask that you get to see the impact Oax Sport has made so far, the races and mountains these runners have taken on, and so much more. Donating is up to you.

• How do you tailor your advertising approach to engage different audiences?

The Google Search Ads Grant has given us an already narrow audience when it comes to those who search for our related blog topics and what we do. Gen Z is big on Social Media sure, but we are mainly targeting those who are actively searching for organizations to be a part of, running tips, Airbnb experiences, Oaxaca’s rich culture, etc. We try to find those different audiences who are unaware of us and bring them to the site.

• What are some challenges you’ve faced in advertising for a nonprofit, and how have you overcome them?

The long-distance relationship I have with Oax Sport is the biggest challenge I’ve faced so far. I spend hours upon hours on my laptop for the work I do. It would be nice to go over there, book an Airbnb experience, and run with them (once my legs get better!). I would want to experience that for myself and talk to the runners and organizers in Spanish.

Impact & Success Stories

• Can you share a particular campaign that had a significant impact on Oax Sport’s mission?

Our Spanish Blog Posts are very popular in Latino America. I won’t even take the credit for that to be honest. Content is king after all, I just make sure people see it.

• What metrics do you use to gauge the success of your advertising efforts?

Thanks to our Search Ads Grant given to us by Google, we don’t have to worry about funding our search advertising efforts. With that said, I keep my eye on CTR the most. By keeping our CTR high, I know that the copy of our ads is optimized. Engagement is another thing I track to make sure that once a visitor clicks they stay on the landing page and see what Oax Sport is all about.

• How do you ensure that your advertising strategies align with Oax Sport’s core values and goals?

We make sure all that we write in terms of landing pages and ad copy uplift the members.

Trends & Innovations

• How do you keep up with the ever-changing landscape of digital advertising?

I’m always updated. I have alerts on social media, search engines, and other networks.

• Are there any emerging trends or technologies that you’re particularly excited about incorporating into your work?

AI is here and we need to grow with it. It’s definitely going to take place in Search Engines. Google calls its AI Experience “Search Generative Experience”. Making sure that we have the best tools in the industry will put us ahead since they invest heavily in providing the best data for their user base. (Ahrefs, SEMRush, etc.)

• How do you innovate and stay ahead in a competitive digital advertising environment?

I stay connected with those in the same sphere of digital marketing. Since we’re not direct competitors, a bunch of valuable trade knowledge is spread.

Collaboration & Team Dynamics

• Can you describe your collaboration process with other team members at Oax Sport?

From my experience, if I have a new idea on landing pages for example, I’d make sure Fahad is okay with it. The review process is simple.

• How do you balance the creative and analytical aspects of your role?

As a freelancer, I can find my own system that works for me. It’s all about reaching a state of flow where both creativity and analysis work well together. Sometimes, the system changes during different seasons.

• What’s your approach to handling feedback and implementing changes in advertising campaigns?

Feedback is never taken personally. The focus is on bettering our campaigns for success.

Personal Insights & Future Goals

• How do you see the role of digital advertising evolving within Oax Sport in the future?

We’ll take opportunities that make sense for the brand and core audience. Google ads is one of them and as the platform evolves so will the strategies.

• Are there any personal or professional goals you’re aiming to achieve in the coming years?

I would love to do digital marketing as a career, full-time or Freelance. Whichever comes first!

Advice & Closing Thoughts

• What advice would you give to someone looking to enter the field of digital advertising, especially in the nonprofit sector?

Non-Profits work differently than businesses. You’ll have a better chance to grow and your skills will be much more appreciated.

• How can readers support or get involved with Oax Sport?

Donations help us out a lot. These donations are vital for supporting our talented runners through high-profile race events and events that support their communities. Visiting Oax Sport at our Airbnb Experience is even better since you get to run with our runners and experience their culture. If you can’t do any of those things, don’t worry! Share a blogpost, bring the Airbnb experience up as an idea to your loved ones,

• Is there anything else you’d like to share about your work, your team, or Oax Sport’s mission?

Glad to be on board. There’s still a lot more to do for 2024. Very excited for these runners.

As we conclude this insightful interview with Alexander Guerrero, it is imperative to express our heartfelt gratitude for his exceptional contribution to Oax Sport. His volunteer work as a Paid Digital Advertising Specialist has been invaluable in amplifying our mission and connecting with our community on a deeper level.

Guerrero’s unique blend of professional acumen and personal dedication has significantly enhanced Oax Sport’s digital footprint. His strategic approach to digital advertising, tailored specifically to the nuances of a nonprofit organization, has not only broadened our reach but has also deepened our impact. His commitment to aligning our advertising strategies with Oax Sport’s core values has been instrumental in authentically conveying our mission to a wider audience.

We are especially appreciative of Guerrero’s willingness to lend his expertise and time to our cause. His passion for long-distance running and his connection to Oaxaca resonate profoundly with the ethos of Oax Sport, making his contribution all the more special. His ability to overcome challenges, such as managing remote collaborations, and his enthusiasm for embracing emerging technologies and trends in digital advertising, have set a high bar for innovation and excellence within our organization.

As Oax Sport continues to grow and evolve, the foundation that Guerrero has helped to build through his digital advertising efforts will undoubtedly play a crucial role in our future successes. We are incredibly grateful for his dedication, creativity, and the positive energy he brings to our team.

Thank you, Alexander Guerrero, for your outstanding volunteer work and for being an integral part of the Oax Sport family. Your efforts have not only contributed to our current achievements but have also paved the way for a brighter, more impactful future. We look forward to continuing this journey together, inspired by your passion and guided by your expertise.