Search Marketing Expo (SMX) Advanced, a premier event for search marketing professionals, has announced a significant shift for its 2022 iteration, transitioning to a fully virtual format and making attendance completely free. This decision marks a notable change for the conference, typically known for its in-person networking and intensive learning experiences. The virtual format aims to broaden accessibility, allowing a wider audience of digital marketers to engage with the latest strategies and insights in search engine marketing.
Brad Geddes, a recognized authority in the PPC industry and founder of the PPC software company Adalysis, will be a prominent figure at this year’s SMX Advanced. Geddes is slated to deliver the Day 2 Keynote address, titled "Finding the Balance Between Creativity and Automation." This presentation is expected to delve into the evolving landscape of paid search, exploring how marketers can effectively integrate the power of machine learning and automated tools without sacrificing the essential human elements of strategic thinking, creative campaign development, and the nuanced guidance required to steer automated systems.
The virtual SMX Advanced agenda highlights Geddes’s multifaceted involvement. Beyond his keynote, he will lead a session on "How to Audit Your Google Ads Account Like a Pro." This session, conducted on behalf of Adalysis, is designed to equip attendees with the methodologies and insights necessary to conduct comprehensive audits of their Google Ads accounts. Such audits are crucial for identifying inefficiencies, uncovering optimization opportunities, and gaining a strategic, big-picture perspective that transcends the daily tactical execution of campaigns. The emphasis on auditing underscores the growing need for systematic performance reviews in an increasingly complex advertising ecosystem.
Furthermore, Geddes will moderate a roundtable discussion titled "Revisiting Campaign Organization: A Roundtable Discussion." He will be joined by a panel of distinguished PPC specialists, including Melissa Mackey, Aaron Levy, and Duane Brown. This session is poised to address the significant transformations in campaign structuring, driven by changes in keyword match types, the advent of automated campaign types like Performance Max and Discovery campaigns, and the ongoing evolution of Responsive Search Ads (RSAs). The discussion aims to provide practical guidance on how to effectively organize advertising accounts of varying sizes and complexities in the current environment.
Adding to his contributions, Geddes will host a "Coffee Talk" session focused on "All-Things RSAs." This informal, group discussion format is intended to facilitate an open exchange of information regarding the performance, best practices for management, and creation of Responsive Search Ads, a critical ad format in Google Ads. The session will serve as an information-gathering forum, allowing participants to share real-world experiences and insights into this dynamic aspect of paid search advertising. Geddes will also lend his expertise by moderating Q&A sessions for several other presentations throughout the conference.
The decision to host SMX Advanced virtually in 2022 is a strategic response to the ongoing dynamics of the global events landscape. While in-person conferences offer unique networking and immersion opportunities, the virtual format significantly lowers barriers to entry, making expert-level knowledge more accessible to a broader range of professionals, including those in smaller agencies, independent consultants, and in-house teams with limited travel budgets. The free access model further democratizes participation, a move that has been observed in various industry events seeking to maintain engagement and provide value amidst shifting operational paradigms.
The history of SMX Advanced dates back to the early days of search engine marketing, evolving alongside the industry itself. Originating as a platform for advanced practitioners to share cutting-edge tactics and discuss complex challenges, it has consistently provided a forum for seasoned professionals to deepen their understanding. The shift to virtual for 2022, while unprecedented for this specific event in its typical format, aligns with a broader trend across the marketing and technology sectors, where virtual and hybrid event models have become increasingly prevalent since 2020. This adaptation ensures the continued delivery of high-quality content and networking opportunities, albeit through a different medium.
The content of Geddes’s keynote, "Finding the Balance Between Creativity and Automation," is particularly relevant given the current trajectory of search advertising platforms. Google and other search engines are increasingly leveraging machine learning to automate bidding, targeting, and ad creation. While this offers potential for increased efficiency and performance, it also raises questions about the role of human expertise. Geddes’s focus on how to "steer the machine" suggests a pragmatic approach, emphasizing that human strategy and creativity remain indispensable in harnessing the full potential of automated systems. This perspective is vital for marketers looking to stay ahead in a rapidly automating industry.
The session on auditing Google Ads accounts is also highly pertinent. In an era of complex campaign structures and automated bidding strategies, a thorough audit can reveal subtle inefficiencies or untapped potential that might be overlooked in routine performance monitoring. Adalysis, Geddes’s company, offers a free two-week trial, indicating a strategic alignment between the conference content and the promotion of industry tools that support these advanced practices. The ability to conduct a professional-level audit is a core competency for any serious search marketer, and this session promises to provide actionable takeaways.
The roundtable on campaign organization tackles a fundamental aspect of account management that has undergone significant upheaval. The deprecation of broad match modifier, the introduction of Performance Max, and the ongoing evolution of RSAs have fundamentally altered how campaigns are structured and managed. Discussions among experts like Mackey, Levy, and Brown are invaluable for understanding how to adapt these structures for different account types and sizes, offering practical solutions to complex organizational challenges. This session is expected to provide a consensus view on best practices, acknowledging that there is no one-size-fits-all approach.
The "Coffee Talk" on RSAs highlights a specific, yet crucial, element of modern search advertising. RSAs have become the default ad format in many Google Ads campaigns, and their effective use requires a different approach to ad copywriting and asset management than traditional expanded text ads. A focused discussion on this topic, allowing for peer-to-peer learning and sharing of anonymized data points, can provide significant value to attendees grappling with the nuances of this format.
The announcement also touches upon the future of SMX events, with Geddes expressing hope for a return to in-person events and workshops in 2023. He mentions a potential in-person workshop in Munich as an indicator of this future direction, although details for US events remain unconfirmed. This suggests a long-term strategy that embraces both the accessibility of virtual events and the unique benefits of in-person gatherings, potentially leading to a hybrid model for future conferences. The return to in-person events, when feasible, would be welcomed by many in the industry who value the direct interaction and networking opportunities that physical conferences provide.
The full agenda for SMX Advanced 2022 can be accessed on the Marketing Land Events website, and registration for the free virtual event is also available through their portal. The emphasis on making the event free underscores a commitment to knowledge sharing and community building within the search marketing industry, particularly in a period of economic uncertainty and evolving professional development needs.
The implications of SMX Advanced going virtual and free are multifaceted. For attendees, it means unprecedented access to high-caliber content without the financial burden of registration fees and travel expenses. This democratizes learning and professional development, potentially leveling the playing field for marketers across different organizational sizes and geographical locations. For the organizers and speakers, it presents an opportunity to reach a larger, more diverse audience and to innovate in virtual event delivery.
However, the absence of in-person interaction means a loss of the spontaneous networking, serendipitous encounters, and the immersive learning environment that physical conferences foster. The challenge for virtual events lies in replicating these aspects through digital means, such as enhanced networking features, interactive Q&A sessions, and virtual social events. The success of SMX Advanced 2022 will be measured not only by the quality of its content but also by its ability to foster a sense of community and engagement among its virtual participants.
The ongoing evolution of search marketing, driven by technological advancements and platform changes, necessitates continuous learning and adaptation. Events like SMX Advanced play a critical role in facilitating this process by bringing together experts, sharing best practices, and fostering discussions that shape the future of the industry. The 2022 iteration, with its free virtual format and a focus on critical topics like automation, AI, and campaign optimization, is poised to provide valuable insights and practical guidance for search marketers navigating the complexities of today’s digital advertising landscape.
