Search Marketing Expo (SMX) Advanced, a prominent conference for search marketing professionals, has announced a significant shift for its 2022 iteration: the event will be held virtually and offered entirely free of charge. This move, detailed by industry veteran Brad Geddes, signals a strategic adaptation to the evolving landscape of digital marketing events and accessibility. Geddes himself will play a pivotal role in the virtual conference, contributing to its educational content through a keynote address, specialized sessions, and moderation.
The decision to transition to a virtual format and waive admission fees comes as the industry continues to navigate the complexities of in-person gatherings and seeks to broaden participation. Historically, SMX Advanced has been a highly anticipated event, attracting seasoned search marketers eager to delve into cutting-edge strategies and tactics. Its previous in-person format provided a platform for in-depth learning, networking, and the exchange of best practices. However, the 2022 virtual offering aims to democratize access to this valuable knowledge, making it available to a wider audience regardless of geographical location or budget constraints.
Brad Geddes, a recognized authority in paid search, will be a central figure at SMX Advanced 2022. His involvement spans multiple facets of the conference, underscoring his deep engagement with the search marketing community and his commitment to sharing expertise. Geddes’s contributions are expected to provide attendees with actionable insights into critical areas of search engine marketing.
Geddes to Deliver Day 2 Keynote: Navigating the Nexus of Creativity and Automation
Geddes is slated to deliver the keynote address on the second day of SMX Advanced, focusing on the crucial theme of "Finding the Balance Between Creativity and Automation." This topic is particularly relevant in today’s advertising environment, where artificial intelligence and machine learning are increasingly integrated into campaign management. Geddes’s presentation will explore how search marketers can effectively leverage the power of machine learning while simultaneously preserving and enhancing the indispensable human elements of strategy, creativity, and the nuanced art of guiding automated systems.
The keynote is anticipated to delve into the practical applications of AI in search advertising, such as optimizing bids, targeting audiences, and generating ad copy. However, Geddes’s approach will likely emphasize that technology is a tool to augment, not replace, human ingenuity. Attendees can expect to learn strategies for identifying where automation excels and where human oversight and creative thinking are paramount for achieving superior campaign performance. This includes understanding how to set the right strategic objectives, craft compelling narratives that resonate with target audiences, and interpret data with a critical, strategic lens. The session aims to equip attendees with a framework for a symbiotic relationship between human expertise and machine intelligence, a critical skill set for success in modern paid search.
In-Depth Sessions to Cover Account Auditing and Campaign Organization
Beyond his keynote, Geddes will lead a dedicated session on "How to Audit Your Google Ads Account Like a Pro." This session is designed to help advertisers move beyond the daily grind of campaign management and adopt a more holistic, strategic perspective. Account auditing is a fundamental practice that allows for the identification of inefficiencies, missed opportunities, and areas for optimization. Geddes’s expertise, honed through years of experience and his work with the PPC software company Adalysis, will provide attendees with a structured methodology for conducting thorough and effective Google Ads account audits.
The session will likely cover key areas such as performance analysis, budget allocation, keyword strategy, ad creative effectiveness, landing page optimization, and competitive landscape assessment. By encouraging a "wide-angled view," Geddes aims to empower participants to uncover hidden issues and unlock new avenues for growth within their existing accounts. The mention of Adalysis, a company offering free two-week trials, suggests that practical tools and software solutions may also be discussed as part of the auditing process, providing attendees with tangible resources to implement the learned strategies.
Furthermore, Geddes will moderate a roundtable discussion titled "Revisiting Campaign Organization: A Roundtable Discussion." This session will bring together three distinguished PPC specialists: Melissa Mackey, Aaron Levy, and Duane Brown. The discussion will focus on how the fundamental principles of campaign organization have evolved in response to significant changes in the search advertising landscape. Topics are expected to include the impact of changes to match types, the rise of automated campaign types like Google Ads Performance Max and Discovery campaigns, and the implementation of Responsive Search Ads (RSAs).
The roundtable aims to explore current best practices for structuring Google Ads accounts of varying sizes and complexities. Participants will likely share their experiences and strategies for adapting to these changes, offering diverse perspectives on how to build and maintain efficient, high-performing campaigns in the current environment. This collaborative format promises to deliver practical advice and real-world examples, helping attendees refine their own campaign organization strategies.
Coffee Talk and Q&A Moderation: Addressing RSAs and Facilitating Discussion
Adding to his extensive involvement, Geddes will host a "Coffee Talk" session focused on "All-Things RSAs." This informal discussion format is intended to foster open dialogue and knowledge sharing around Responsive Search Ads. RSAs have become a cornerstone of Google Ads, offering advertisers greater flexibility in ad creation and serving. However, their dynamic nature can also present challenges. The Coffee Talk will provide a platform for attendees to discuss their experiences with RSAs, share best practices for management and creation, and explore any emerging issues or trends related to this ad format. This session is positioned as an information-gathering opportunity before the main conference begins, allowing for a proactive approach to understanding and optimizing this critical ad component.
In addition to his direct participation in sessions, Geddes will also be moderating Q&A segments for several other sessions throughout SMX Advanced. This role underscores his deep understanding of search marketing and his ability to facilitate insightful discussions, ensuring that attendees’ questions are addressed and that valuable learning opportunities are maximized.
Background and Context of SMX Advanced
The Search Marketing Expo (SMX) series, organized by Third Door Media (which also publishes Search Engine Land and MarTech), has long been a cornerstone of the search marketing education ecosystem. SMX Advanced, specifically, has traditionally catered to experienced professionals, offering a more in-depth and strategic focus compared to broader SMX events. It has been a venue where advanced tactics, emerging trends, and complex challenges in SEO and PPC are dissected by leading industry experts.
The shift to a virtual format for SMX Advanced 2022 is part of a broader trend observed across the events industry. While the pandemic accelerated the adoption of virtual events, many organizations are now exploring hybrid models or focusing on virtual-first strategies to enhance accessibility and reach. The decision to make the event free is a significant departure from SMX’s usual paid-ticket model and signals a strong commitment to community support and knowledge dissemination. This move could potentially lead to unprecedented attendance figures, democratizing access to high-level search marketing education.
Data from previous virtual marketing conferences suggests a strong appetite for online learning. For instance, major industry events that transitioned to virtual formats often saw a significant increase in registrations compared to their in-person predecessors, though engagement metrics and attendee satisfaction require careful management in a virtual setting. The free access model for SMX Advanced 2022 is likely to attract a diverse range of participants, from seasoned professionals to those just beginning their careers in search marketing.
Official Statement and Future Outlook
The official announcement from SMX Advanced regarding the virtual and free format can be found on their event website, which also provides access to the full agenda and registration portal. The organizers are encouraging attendees to review the comprehensive schedule to plan their participation effectively.
Looking ahead, Geddes expressed a sentiment shared by many in the industry: a desire to return to in-person events and workshops. He indicated that while there are plans for an in-person workshop in Munich, the status of in-person events in the US for 2023 remains to be confirmed. This suggests a strategic evaluation of the efficacy and attendee preferences for both virtual and in-person formats as the industry moves forward. The success and feedback from SMX Advanced 2022 will likely inform future decisions regarding event formats and accessibility.
The implications of SMX Advanced going virtual and free are substantial. It lowers the barrier to entry for knowledge acquisition, potentially fostering a more skilled and informed search marketing community. For advertisers and agencies, the opportunity to gain insights from top-tier experts without financial investment is invaluable. The focus on practical sessions like account auditing and campaign organization, coupled with discussions on the impact of AI and automated campaigns, addresses the most pressing needs of today’s search marketers. As the digital marketing landscape continues its rapid evolution, events like SMX Advanced play a crucial role in equipping professionals with the knowledge and strategies required to navigate its complexities and achieve sustained success.
