Search Marketing Expo (SMX) Advanced, a premier event for search marketing professionals, has announced its 2022 iteration will be held entirely virtually and, for the first time, completely free of charge. The shift to a digital format and open access aims to broaden participation and democratize access to advanced search marketing strategies and insights. This year’s event will feature prominent industry figure Brad Geddes in a significant capacity, including delivering the Day 2 keynote address and leading several critical sessions.
The decision to transition SMX Advanced to a virtual, free platform comes at a time when the digital marketing landscape is undergoing rapid evolution. Search engine algorithms are becoming increasingly sophisticated, with a greater emphasis on automation, artificial intelligence, and machine learning. This necessitates continuous learning and adaptation for professionals seeking to maintain a competitive edge. By removing financial barriers, SMX Advanced 2022 is poised to attract a wider audience, from seasoned experts to those newer to the field, all eager to stay abreast of the latest developments.
Brad Geddes to Spearhead Key Discussions on Automation and Account Auditing
Brad Geddes, a recognized authority in paid search and founder of the PPC software company Adalysis, will play a central role in SMX Advanced 2022. His involvement underscores the event’s commitment to providing in-depth, actionable content. Geddes is scheduled to deliver the Day 2 keynote address, titled "Finding the Balance Between Creativity and Automation." This keynote is expected to address the growing integration of machine learning and AI in search advertising platforms and explore how marketers can effectively leverage these technologies while preserving the essential human elements of strategy, creativity, and oversight.
In an interview, Geddes elaborated on the theme, stating, "The power of automation is undeniable, but it’s not a silver bullet. The real art of modern search marketing lies in understanding where automation excels and where human ingenuity is indispensable. My goal is to equip attendees with the framework to harness machine learning’s capabilities without losing the strategic vision and creative spark that drive truly exceptional campaigns."
Beyond his keynote, Geddes will lead a practical session focused on "How to Audit Your Google Ads Account Like a Pro." This session, presented on behalf of Adalysis, aims to provide attendees with a systematic approach to evaluating their Google Ads accounts. Auditing is crucial for identifying inefficiencies, uncovering hidden opportunities, and ensuring that campaigns are aligned with overall business objectives. Geddes’s session is designed to help participants move beyond the daily grind of campaign management to a more comprehensive, strategic perspective. Adalysis, known for its PPC auditing tools, will be offering free two-week trials to attendees, facilitating hands-on application of the concepts discussed.
Roundtable and Coffee Talk Sessions to Foster Collaborative Learning
Further cementing Geddes’s integral role, he 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 delve into the evolving methodologies of campaign structuring in response to significant platform changes. Topics will include the impact of altered match type behaviors, the rise of automated campaign types such as Performance Max and Discovery campaigns, and the strategic considerations surrounding Responsive Search Ads (RSAs). The panel aims to offer diverse perspectives on how current campaign organization strategies should adapt to accommodate these advancements, catering to a wide range of account sizes and types.
Adding another layer of interactive learning, Geddes will also host a "Coffee Talk" session dedicated to "All-Things RSAs." This informal yet informative session is designed as an open forum for attendees to share their experiences, best practices, and challenges related to Responsive Search Ads. The goal is to foster a collective understanding of this dynamic ad format, gathering real-time insights and practical advice before the main conference proceedings.
Geddes will also contribute to the event by moderating Q&A segments for several other sessions, ensuring that audience questions are addressed thoroughly and thoughtfully.
Background and Context of SMX Advanced
Search Marketing Expo (SMX) is a long-standing series of conferences produced by Third Door Media, the parent company of Search Engine Land, MarTech, and other industry-leading publications. SMX events are renowned for their focus on advanced strategies and tactics in search engine optimization (SEO) and paid search advertising. SMX Advanced, in particular, has historically targeted experienced search marketers who are looking to deepen their knowledge and master complex techniques.
The event typically features a rigorous agenda packed with sessions led by industry practitioners, offering practical advice, case studies, and insights into the latest algorithm updates and platform features. The transition to a virtual format for 2022 is a strategic move by the organizers to ensure continuity and accessibility in a post-pandemic environment where virtual events have become a staple. The decision to make the event free is a significant departure from previous years, where registration fees could be substantial, reflecting a broader trend in the industry to share knowledge more widely.
Supporting Data and Industry Trends
The focus on automation, AI, and evolving ad formats at SMX Advanced 2022 aligns with critical trends shaping the search marketing industry. Data from various sources highlights the increasing reliance on automated bidding strategies and AI-driven campaign management. For instance, a 2023 report by Statista indicated that the global programmatic advertising market, which heavily utilizes automation, is projected to reach hundreds of billions of dollars in the coming years. Similarly, Google’s own reporting on Performance Max campaigns suggests significant performance gains for advertisers who effectively implement them.
The rise of Responsive Search Ads is another key development. These ads allow advertisers to provide multiple headlines and descriptions, which Google’s AI then tests and combines to find the most effective variations for different search queries and users. According to Google Ads data, advertisers who fully embrace RSAs often see improvements in click-through rates and conversion rates. However, managing and optimizing RSAs effectively requires a nuanced understanding of their capabilities and limitations, making sessions like the one hosted by Geddes particularly relevant.
Broader Impact and Implications
The move to a free, virtual SMX Advanced has several implications for the search marketing community:
- Increased Accessibility: Removing the cost barrier democratizes access to high-level educational content. This allows more professionals, especially those from smaller agencies or in-house teams with limited budgets, to benefit from expert insights.
- Global Reach: A virtual format inherently transcends geographical limitations, enabling participation from marketers worldwide. This can lead to a richer exchange of ideas and perspectives from diverse markets.
- Emphasis on Practical Application: The focus on actionable strategies, such as account auditing and RSA optimization, suggests a continued emphasis on tangible results and ROI in search marketing.
- Adaptation to Technological Shifts: The agenda reflects the ongoing transformation of search engines into more automated and AI-driven platforms. Marketers who can effectively navigate this shift will be better positioned for success.
- Community Building: While virtual, the event’s interactive elements like roundtables and coffee talks aim to foster community and peer-to-peer learning, which are vital components of professional development.
Looking Ahead
In a post-conference note, Geddes hinted at the potential return of in-person events in 2023, mentioning a possible Munich workshop. This suggests a hybrid approach to future learning opportunities, acknowledging the enduring value of face-to-face networking and intensive workshops alongside the convenience and accessibility of virtual formats.
The full agenda for SMX Advanced 2022 is available on the Marketing Land Events website, and registration for the free event is open. The comprehensive program promises a deep dive into the most pressing challenges and opportunities facing search marketers today, making it an indispensable event for anyone looking to excel in the dynamic world of digital advertising.
