Search Marketing Expo (SMX) Advanced, a premier event for search marketing professionals, has announced a significant shift for its 2022 iteration: the conference will be held virtually and, remarkably, will be completely free to attend. This move aims to broaden accessibility to the advanced strategies and insights that SMX Advanced is known for, particularly in a landscape increasingly shaped by artificial intelligence and automation. The event is scheduled to take place in May 2022, with a detailed agenda already released, offering attendees a comprehensive look at the evolving world of search engine marketing.
A Virtual Evolution for SMX Advanced
The decision to transition SMX Advanced to a virtual format for 2022 marks a notable adaptation for the long-standing industry conference. Historically, SMX events have been in-person gatherings, fostering direct networking and intensive learning experiences. However, the global shift towards digital platforms, accelerated by recent years, has prompted many organizations, including those in the marketing technology sector, to embrace virtual modalities. This change not only addresses potential logistical challenges but also democratizes access, removing geographical barriers and registration fees that might otherwise limit participation. The free access model is particularly significant, suggesting a strategic effort by the organizers to maximize reach and engagement within the search marketing community.
Brad Geddes to Headline Keynote and Sessions
A prominent figure in the search marketing industry, Brad Geddes, will play a central role in the SMX Advanced 2022 program. Geddes, known for his expertise in paid search and analytics, will be involved in multiple facets of the virtual event, including delivering the Day 2 keynote address and leading specialized sessions. His contributions are expected to provide attendees with actionable strategies and forward-thinking perspectives on critical aspects of modern search marketing.
Keynote Address: Navigating the AI and Automation Frontier
Geddes’ keynote, titled "Finding the balance between creativity and automation," is slated to be a focal point of the conference. This topic directly addresses a core challenge facing search marketers today: how to effectively leverage the power of artificial intelligence and machine learning while retaining the essential human elements of strategy, creativity, and oversight. In an era where automated bidding strategies, AI-driven ad creation tools, and machine learning algorithms are increasingly prevalent in platforms like Google Ads and Microsoft Advertising, understanding this balance is crucial. Geddes is expected to delve into practical applications of machine learning, demonstrating how marketers can harness its capabilities without sacrificing their unique strengths. This includes maintaining strategic control, injecting creative flair into campaigns, and effectively guiding automated systems to achieve optimal performance. The implications of this balance are far-reaching, impacting campaign efficiency, cost-effectiveness, and the overall innovation capacity of marketing teams.
In-Depth Sessions and Practical Guidance
Beyond his keynote, Geddes will lead a session dedicated to auditing Google Ads accounts. Titled "How to audit your Google Ads account like a pro," this session aims to equip attendees with the methodologies and tools necessary for a comprehensive account review. Auditing is presented not merely as a task but as a strategic imperative, allowing marketers to step back from daily operational minutiae and gain a holistic, analytical perspective on their campaigns. This proactive approach can uncover inefficiencies, identify untapped opportunities, and ensure alignment with broader business objectives. The session will be conducted on behalf of Adalysis, a PPC software company, underscoring the practical, tool-informed nature of the advice to be shared. Adalysis offers free two-week trials, a detail that further highlights the event’s commitment to providing tangible resources to its audience.
Roundtable Discussion: Evolving Campaign Organization
Geddes will also moderate a roundtable discussion titled "Revisiting campaign organization: A roundtable discussion." This panel will feature a distinguished group of PPC specialists, including Melissa Mackey, Aaron Levy, and Duane Brown. The discussion is set to tackle the profound shifts in campaign organization driven by recent platform updates. Key topics will include the impact of changes to match types in search advertising, the rise of automated campaign types such as Google’s Performance Max and Discovery campaigns, and the evolving role of Responsive Search Ads (RSAs). The panel will explore how these developments necessitate a re-evaluation of account structures across various account types and sizes, offering insights into current best practices and future-proofing strategies. The evolution of campaign organization is a critical area, as inefficient structures can hinder performance and complicate management in the face of increasingly sophisticated automated features.
Focus on Responsive Search Ads (RSAs)
Another significant component of Geddes’ involvement is hosting a "Coffee Talk" session dedicated to "All-things RSAs." This informal, discussion-based format is designed for information gathering and knowledge sharing before the main conference proceedings begin. The session will provide a platform for attendees and speakers to discuss the current performance of RSAs, share best practices for their management and creation, and explore any emerging trends or challenges associated with this dynamic ad format. RSAs represent a fundamental shift in how search ads are constructed, emphasizing headlines and descriptions that the platform dynamically combines. Understanding their nuances is vital for maximizing ad relevance and click-through rates.
Moderating Q&A Sessions
In addition to his direct presentations and moderation roles, Geddes will also contribute by moderating Q&A sessions for several other presentations throughout the conference. This role ensures that audience questions are addressed effectively and that the discussions remain focused and productive, further enhancing the educational value of the event.
Broader Context and Future Outlook
The SMX Advanced 2022 agenda reflects a broader industry trend towards integrating AI and automation into core marketing strategies. As platforms like Google and Microsoft continue to invest heavily in machine learning to optimize ad delivery and user experience, search marketers must adapt their skillsets and methodologies. The virtual and free nature of this year’s event underscores a commitment to making advanced knowledge accessible to a wider professional audience, potentially fostering innovation and expertise across the industry.
Looking ahead, the article hints at a potential return to in-person events in 2023. While a Munich workshop is confirmed for the upcoming year, the status of US-based in-person events remains to be seen. This suggests a measured approach to event planning, balancing the benefits of virtual accessibility with the unique networking and learning opportunities that physical gatherings provide.
The full agenda for SMX Advanced 2022 is available on the Marketing Land Events website, and registration for the free virtual event is open through a dedicated link. The event promises to be a pivotal moment for search marketers seeking to navigate the complexities of modern digital advertising, particularly in the age of artificial intelligence. The emphasis on practical application, expert insights, and accessible formats positions SMX Advanced 2022 as a must-attend virtual event for professionals aiming to stay at the forefront of search marketing innovation. The event’s structure, combining keynote presentations, in-depth sessions, and interactive discussions, is designed to cater to a diverse range of learning preferences and professional needs, ensuring that attendees leave with actionable knowledge and a clearer vision for their search marketing endeavors.
