Search Marketing Expo (SMX) Advanced, a prominent event for search engine marketing professionals, has announced a significant shift for its 2022 iteration: the conference will be held virtually and offered completely free of charge to attendees. This decision marks a departure from previous years, which typically featured in-person gatherings. The virtual format aims to increase accessibility and participation from a wider audience of digital marketers.
Brad Geddes, a recognized expert in paid search and a regular contributor to industry discussions, confirmed his extensive involvement in this year’s SMX Advanced. His participation spans multiple sessions, including the Day 2 Keynote, a dedicated workshop on Google Ads account auditing, a roundtable discussion on campaign organization, and a "Coffee Talk" session focused on Responsive Search Ads (RSAs). Geddes will also be moderating Q&A segments for various other presentations throughout the event.
The Evolution of SMX Advanced and the Virtual Shift
SMX Advanced has historically served as a platform for in-depth discussions and advanced strategies within the search marketing landscape. Known for its focus on actionable insights and expert-led sessions, the conference attracts seasoned professionals eager to stay ahead of the curve in a rapidly evolving digital advertising environment. The decision to move to a virtual and free model for 2022 is a strategic response to the ongoing shifts in how professional development and networking are conducted. While the specifics of the original announcement did not detail the exact impetus for the free virtual format, it aligns with a broader trend in the industry to make educational content more accessible. The COVID-19 pandemic significantly accelerated the adoption of virtual events, and many organizations have continued to leverage this format for its cost-effectiveness and global reach.
Keynote Address: Navigating the Intersection of Automation and Human Ingenuity
Brad Geddes is slated to deliver the Day 2 Keynote, titled "Finding the balance between creativity and automation." This session is expected to address a critical challenge facing modern marketers: how to effectively integrate the power of machine learning and automated tools without sacrificing the strategic thinking, creative flair, and human oversight that are essential for success. Geddes’s presentation will likely explore methodologies for leveraging AI-driven platforms while ensuring that human expertise guides the overall strategy, setting objectives, and interpreting results. The increasing sophistication of advertising platforms, such as Google’s Performance Max and automated bidding strategies, makes this a timely and highly relevant topic. Industry data suggests a growing reliance on automation, with many studies indicating improved efficiency and performance when these tools are implemented correctly. However, concerns about a potential loss of control and the erosion of creative input persist among some practitioners. Geddes’s keynote aims to provide a framework for harmonizing these seemingly opposing forces.
Deep Dive into Google Ads Account Auditing
Another significant contribution from Geddes will be a session focused on "How to audit your Google Ads account like a pro." This practical workshop is designed to equip attendees with the skills to conduct comprehensive audits, moving beyond the daily operational tasks to a more strategic, wide-angled perspective. Auditing is crucial for identifying inefficiencies, uncovering missed opportunities, and ensuring that campaigns are aligned with overarching business goals. Geddes will be presenting this session on behalf of his PPC software company, Adalysis, which offers free two-week trials. This indicates a potential focus on data-driven insights and the use of specialized tools to streamline the auditing process. A thorough account audit can uncover issues such as suboptimal keyword selection, poor ad copy relevance, inefficient bidding strategies, and inadequate conversion tracking, all of which can significantly impact ROI.
Roundtable: Evolving Campaign Organization Strategies
SMX Advanced will also feature a roundtable discussion moderated by Brad Geddes, titled "Revisiting campaign organization: A roundtable discussion." This session will bring together three distinguished PPC specialists: Melissa Mackey, Aaron Levy, and Duane Brown. The panel will delve into the evolving landscape of campaign structures, particularly in light of significant changes to Google Ads, such as alterations in match type behavior, the introduction of automated campaigns like Performance Max and Discovery campaigns, and the widespread adoption of Responsive Search Ads (RSAs). The discussion aims to provide practical guidance on how to structure campaigns effectively in today’s environment, considering a variety of account types and sizes. The recent shifts in Google’s advertising ecosystem, including the deprecation of broad match modifier and the increased prominence of automated campaign types, have necessitated a re-evaluation of traditional campaign organization methodologies. This roundtable is expected to offer diverse perspectives and actionable advice for navigating these complexities.
Interactive Session: Mastering Responsive Search Ads
Adding to his diverse contributions, Geddes will host a "Coffee Talk" session dedicated to "All-things RSAs." This informal, group discussion format is designed to foster information sharing and collaborative problem-solving. Participants will have the opportunity to discuss the current performance of RSAs, share best practices for their management and creation, and explore any emerging challenges or opportunities associated with this dynamic ad format. RSAs have become a cornerstone of Google Ads, offering advertisers more flexibility in tailoring ad copy to a wider range of user queries. However, their effectiveness hinges on careful planning, creative asset management, and ongoing optimization. This session is anticipated to be a valuable forum for marketers to exchange real-world experiences and refine their RSA strategies.
Broader Context and Future Outlook
The full agenda for SMX Advanced 2022, including all sessions and speakers, is available on the official Marketing Land Events website. Registration for the free virtual event is also open through a dedicated portal. This move towards a free, virtual format underscores a commitment to democratizing access to high-level search marketing education.
Looking ahead, Geddes expressed optimism about the potential return of in-person events and workshops in 2023. While there is confirmation of an in-person workshop in Munich, information regarding US-based in-person events for next year remains pending. This suggests a phased approach to reintroducing physical gatherings, balancing the benefits of virtual accessibility with the unique networking and learning opportunities that in-person events provide. The industry’s experience with virtual formats over the past few years has demonstrated their viability for knowledge dissemination, but the value of face-to-face interactions for building professional relationships and fostering serendipitous learning is undeniable. The ongoing dialogue around the future of events reflects a broader industry adaptation to a hybrid model that leverages the strengths of both digital and physical engagement.
