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Search Marketing Expo (SMX) Advanced, a premier event for experienced search marketers, announced its transition to a fully virtual format for 2022, making attendance completely free for all participants. The event, scheduled to take place virtually, will feature industry veterans discussing critical trends and strategies in the ever-evolving landscape of search engine marketing. Brad Geddes, a recognized expert in the field and founder of his own PPC software company, Adalysis, will play a significant role in this year’s virtual conference, leading several sessions and discussions.
Keynote Address: Navigating the Synergy of Automation and Creativity
Geddes is slated to deliver the Day 2 keynote address, titled "Finding the Balance Between Creativity and Automation." This session promises to delve into the practical application of machine learning and artificial intelligence within search advertising campaigns. The core theme will revolve around how marketers can leverage the power of automated tools and AI-driven insights without sacrificing the essential human elements of strategic thinking, creative ideation, and the crucial oversight required to guide these sophisticated systems.
In an era where algorithms are increasingly capable of optimizing bids, targeting audiences, and even generating ad copy, the role of the human search marketer is undergoing a significant transformation. Geddes’s keynote aims to provide a framework for understanding how to effectively integrate AI into workflows. This includes identifying areas where automation excels, such as data processing and repetitive tasks, and areas where human intuition and strategic foresight remain indispensable. The session is expected to offer actionable advice on how to "steer the machine," ensuring that AI-driven campaigns align with overarching business objectives and brand messaging. This is particularly relevant given the growing adoption of AI-powered tools like Google’s Performance Max, which automates campaign management across multiple Google platforms.
Deep Dive into Google Ads Auditing
Another pivotal session led by Geddes will focus on "How to Audit Your Google Ads Account Like a Pro." This session is designed to equip attendees with a systematic approach to reviewing and optimizing their Google Ads accounts. Geddes emphasizes that regular, thorough audits are crucial for moving beyond the reactive, day-to-day management of campaigns and adopting a more strategic, big-picture perspective.
The audit process, as described by Geddes, involves a comprehensive examination of various account components, including targeting, bidding strategies, ad creative, landing page performance, and conversion tracking. By stepping back from immediate task execution, marketers can identify inefficiencies, uncover untapped opportunities, and ensure that their campaigns are aligned with their overall marketing goals. This session will be conducted on behalf of Adalysis, Geddes’s PPC software company, which offers a free two-week trial for its services. The implication is that the session will likely highlight best practices and potentially showcase features that facilitate such in-depth account analysis, reinforcing the value of structured auditing for driving better ROI in paid search.
Roundtable Discussion: Evolving Campaign Organization Strategies
Geddes will also moderate a roundtable discussion titled "Revisiting Campaign Organization: A Roundtable Discussion." This session will bring together a panel of distinguished PPC specialists, including Melissa Mackey, Aaron Levy, and Duane Brown. The discussion will center on the significant shifts in campaign organization within Google Ads, particularly in light of recent changes to match types, the introduction of automated campaign types like Performance Max and Discovery campaigns, and the evolution of Responsive Search Ads (RSAs).
The panel is expected to explore how these developments necessitate a re-evaluation of traditional account structures. Topics may include the impact of broad match and its potential for generating relevant traffic when combined with smart bidding, the challenges and opportunities presented by Performance Max’s automated approach, and best practices for crafting effective RSAs. The discussion aims to provide insights into current campaign organization strategies for a diverse range of account types and sizes, offering practical guidance for adapting to the dynamic Google Ads ecosystem. The increasing complexity and automation within platforms like Google Ads highlight the need for continuous learning and adaptation, making such expert-led discussions highly valuable.
Informal Discussions on Responsive Search Ads
Adding an informal yet informative segment to the virtual event, Geddes will host a "Coffee Talk" session dedicated to "All-Things RSAs." This open discussion format is intended to foster a collaborative environment where attendees can share their experiences, challenges, and successes with Responsive Search Ads. The session will serve as an information-gathering platform, allowing participants to discuss current performance trends, best practices for managing and creating RSAs, and any emerging issues or innovative approaches related to this ad format.
Responsive Search Ads have become a cornerstone of Google Ads campaigns, offering advertisers greater flexibility in testing headlines and descriptions to find the most effective combinations. However, their dynamic nature also presents unique management challenges. Geddes’s "Coffee Talk" aims to demystify RSAs and provide a space for peer-to-peer learning and problem-solving, contributing to a collective understanding of how to maximize their effectiveness.
Moderating Q&A Sessions
Beyond his direct speaking engagements, Geddes will also lend his expertise by moderating the Q&A sessions for several other presentations throughout the SMX Advanced virtual event. This role underscores his deep understanding of search marketing and his commitment to facilitating knowledge exchange and addressing attendee queries effectively. By moderating, Geddes will help ensure that critical questions are posed to speakers and that valuable insights are extracted for the benefit of all participants.
Background and Context of SMX Advanced
The Search Marketing Expo (SMX) series has long been a cornerstone for search marketing professionals seeking to stay ahead of industry trends. SMX Advanced, in particular, has traditionally catered to seasoned practitioners, offering in-depth technical sessions and strategic insights that go beyond introductory concepts. The event has historically provided a platform for leading figures in the search marketing community to share their expertise, network with peers, and gain a competitive edge.
The decision to shift to a virtual format for 2022, while offering free access, represents a strategic adaptation to the prevailing circumstances and a commitment to accessibility. This move broadens the reach of SMX Advanced, allowing a global audience of search marketers, regardless of their location or budget, to access high-level content and professional development opportunities. The virtual format also eliminates travel and accommodation costs, further reducing barriers to entry.
Supporting Data and Industry Trends
The emphasis on AI, automation, and evolving ad formats within SMX Advanced reflects significant shifts in the search marketing landscape. Google, for instance, has consistently integrated more AI and machine learning into its advertising products. Performance Max campaigns, which leverage AI to automate campaign management across Google’s channels, have seen rapid adoption. Data from various industry reports suggests that advertisers are increasingly relying on automated bidding strategies and AI-driven insights to manage their campaigns. For example, a recent survey by Search Engine Land indicated that a significant percentage of search marketers are actively experimenting with or fully utilizing AI-powered features in their campaigns.
The evolution of RSAs also underscores the trend towards dynamic ad creation and optimization. Google’s ongoing efforts to streamline campaign management through automation are designed to help advertisers achieve better results with less manual effort. However, this also places a greater emphasis on strategic planning, account structure, and the ability to interpret and act upon the data generated by these automated systems.
Official Statements and Future Outlook
While specific official statements regarding the SMX Advanced virtual format have been released through the event’s organizers, Marketing Land Events, the underlying sentiment is one of continued commitment to providing valuable educational content. The free access model for 2022 signals a desire to democratize access to advanced search marketing education.
Looking ahead, the organizers have indicated a hope to return to in-person events and workshops in 2023. A Munich workshop is reportedly planned, although details regarding U.S. in-person events remain pending. This suggests a potential hybrid approach to future events, balancing the accessibility of virtual formats with the networking and immersive experience of in-person gatherings. The transition to virtual, while a necessity for 2022, may inform future event strategies.
Broader Impact and Implications for Search Marketers
The transition of SMX Advanced to a free virtual event has several implications for the search marketing industry. Firstly, it democratizes access to advanced knowledge, enabling a wider range of professionals, including those at smaller agencies or in-house teams with limited budgets, to benefit from the insights of industry leaders. This could lead to a more skilled and informed search marketing workforce overall.
Secondly, the focus on the balance between human expertise and AI/automation is a critical discussion for the industry’s future. As search platforms become more sophisticated, the skills required of search marketers will evolve. The ability to strategically guide AI, interpret complex data, and maintain a creative edge will become paramount. Sessions like Geddes’s keynote and roundtable directly address this evolving skill set.
Finally, the success of such virtual events may influence how professional development is delivered in the future. The cost-effectiveness and broad reach of virtual formats offer a compelling alternative or complement to traditional in-person conferences, especially for highly specialized events like SMX Advanced. The industry will likely continue to explore innovative ways to deliver high-quality educational content in both virtual and physical spaces.
Attendees are encouraged to view the Full Agenda and Register for free to participate in this significant virtual gathering of search marketing professionals.
