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Alex Andrade-Walz

Spatially's Head of Marketing, Alex is a lifelong student of entrepreneurship and digital marketing. He has managed digital advertising budgets from $5/day to $1M/year and is committed to helping businesses of all sizes leverage the power of location intelligence to optimize their marketing efforts. Connect with him on Twitter @alexmwalz.

Recent Posts

18 Local Advertising Stats Every Marketer Needs to Know in 2018

By Alex Andrade-Walz on April 10, 2018 at 12:22 PM

Local advertising is no longer just for small business. Multinational conglomerates, political candidates, and e-commerce giants are all turning to local advertising as a means of better segmenting their audiences in order to contextually relevant messages that resonate with a local market.

Around the world, we’re seeing a shift from a “one-size-fits-all” approach to marketing to a people-based approach rooted in physical location.

And for good reason.

Local advertising offers brands a superior ROI and better addresses the needs of an increasingly mobile and on-the-go consumer. It appeals to a sense of urgency inherent to local search, and it helps marketers cut through the noise with a personalized touch.

But don’t take our word for ithere are 18 local advertising stats that shed a little light on local’s past, present, and future:

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How To Use Spatially’s Custom Audiences For Rich Demographic Targeting

By Alex Andrade-Walz on April 5, 2018 at 10:15 AM

Today, we’re proud to announce the anticipated release of yet another targeting objective for local advertisers: Custom Audiences.

With Custom Audiences, advertisers can specify exactly who they want to reach in terms of demographic attributes, and Spatially’s self-serve platform will identify and target where these people live and work.

While this may sound familiar to what you can do today with age and gender targeting in Google or Facebook, we’ve taken it one step further.

By using census data and geodemographic segmentation, Spatially allows marketers to pull from a richer tapestry of demographics. Their toolbox now includes previously inaccessible attributes like income, homeownership, education, and insurancevariables that likely matter a lot more to your ideal customer persona than the simple age and gender filters you get out of the box.  

Let’s dive in.

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5 Programmatic Advertising Myths You Need To Stop Believing

By Alex Andrade-Walz on March 29, 2018 at 10:39 AM

Often touted as a panacea or the future of marketing, programmatic advertising seems to be on everyone’s minds these days.

At the same time, there’s a lot of misinformation out there and a general sense of confusion around what it means to be programmatic. Brands of all sizes are jumping to programmatic without a clear understanding of the risks involved or the types of businesses for which programmatic makes sense.

To help you evaluate programmatic, we’ve debunked a few of the most common misconceptions around programmatic.

Topics: PPC programmatic
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Geofencing for Recruiters: Reach The Right Job Candidates For Less

By Alex Andrade-Walz on March 26, 2018 at 10:49 AM

Identifying and recruiting top talent can feel like a pay-to-play game. With every employer and staffing firm fighting for the same unicornsthe same full-stack developers and the same Ivy League MBAsit can be a challenge to get in front of these high-demand candidates before they’re swooped up. Job placement sites like LinkedIn and Indeed have happily stepped up to the challenge, offering recruiters the ability to jump straight to the head of the queue with premium listings... at premium costs.

But what about the employers and staffing firms that can’t shell out thousands to fill a role?

That’s where geofencing comes in.

Geofencing provides recruiters a way to bypass both premium listings and LinkedIn’s notoriously pricey job-title-targeting. It offers a level playing field for startups, small businesses, and the Fortune 500 alike. And it offers the opportunity to get in front of the perfect candidate for any job description.

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Geodemographic Segmentation: The People Behind The Coordinates

By Alex Andrade-Walz on March 7, 2018 at 9:47 AM

At Spatially, we talk a lot about location. We talk about location in terms of local advertising and where your ad spend will see the greatest return. We talk in terms of site selection and the role of location in brick-and-mortar retail. And, we talk in terms of city planning and the importance of using location intelligence to decide where to build that next park or other public good.

Yet, none of these conversations are truly about location. We’re not talking about a particular place or position, nor are we arguing that any one set of coordinates is superior to any other. We’re talking about the people behind the coordinates.

Location is a lens through which you can gain a new understanding of people. It’s a way of categorizing individuals based on where they live, where they spend their time, and how they interact with the physical world.

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The Ultimate Guide to Fitness Marketing on Google AdWords

By Alex Andrade-Walz on March 1, 2018 at 10:52 AM

When it comes to fitness marketing, it’s hard to find a better channel than search advertising on Google AdWords. It’s the one channel where customers are primed and ready to hear about your offerings. You don’t have to create education around the value of daily exercise or try to win over those who are members at competing fitness centers. Through Google AdWords, you have a front row audience of only those who are actively searching for a new gym to join.

And this, in the hands of the right advertiser, is powerful.

Search advertising can provide a steady stream of new members at a very attractive price—letting you spend less time thinking about marketing and more time running your business.

But how do you run an effective Google AdWords campaign?

By replicating what works.

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What Can and Can’t You Do with Political Advertising on Facebook?

By Alex Andrade-Walz on February 26, 2018 at 2:27 PM

As the 2018 midterm elections approach in the United States, digital political advertising is hot on the minds of candidates, campaign managers, and political action committees (PACs) throughout the country. In increasing numbers, politicians are turning away from traditional media channels and toward digital and social networks like Facebook as a means to better reach their voters.

As digital budgets grow, however, so do the regulations surrounding digital political advertising. What was once considered unchartered territory is now one of the hottest subjects of debate, as public interest groups and government agencies alike scramble to apply the same regulations that govern traditional media to the digital world.

Here's what all of this regulation meansand what advertisers can and cannot do within the current policies.

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10 Reasons Why Google Rejected Your Ad

By Alex Andrade-Walz on February 16, 2018 at 12:51 PM

Did you launch your big Google AdWords campaign only to find out, hours later, that Google rejected your new ad? If so, here’s what you have to know to resolve the issue and ensure that it doesn’t happen again.

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How Small Businesses Can Use Geo-Conquesting To Undercut Competitors

By Alex Andrade-Walz on December 19, 2017 at 11:35 AM

It’s a dog-eat-dog world. When it comes to growing market share, more often than not, that means stealing it from another competitor. One business's gain is another's loss.

In local SEO and advertising, everything is relevant. It’s not enough simply to rank on Google and Yelp; you want to outrank than your competitors. It’s not enough to bid on your keywords; you want to outbid your competitors to get a top position and the lion’s share of the clicks.

Of course, outranking or outbidding an established competitor is easier said than done, particularly if you find yourself playing the cash-strapped underdog. Without the brand recognition to compete on mindshare, the budget to compete on marketing spend, or the SEO partnerships and content machines to compete for organic search traffic, small businesses often crumble under the pressure of competing with established leaders in a battle of Goliath proportions.

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Facebook Ads or Google AdWords: Where Should You Be Advertising?

By Alex Andrade-Walz on December 7, 2017 at 5:20 PM

Torn between advertising on Facebook or Google AdWords? We’re here to help you out.

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