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Search Marketing Expo (SMX) Advanced, a premier event for search marketing professionals, has announced a significant shift for its 2022 iteration: the conference will be held virtually and, for the first time, will be completely free to attend. This decision marks a notable departure from the event’s traditional in-person format, aiming to broaden accessibility for the global search marketing community. The virtual format is scheduled to unfold across several days, with specific dates yet to be fully detailed in the public announcements, but indications suggest a concentrated schedule of sessions and discussions.
The agenda features a robust lineup of industry leaders, including Brad Geddes, a prominent figure in the search marketing space and a key contributor to the event’s programming. Geddes will be taking on multiple roles, including delivering the Day 2 Keynote address, leading a session on Google Ads account auditing, moderating a roundtable discussion on campaign organization, and hosting a "Coffee Talk" focused on Responsive Search Ads (RSAs). His involvement underscores the event’s commitment to providing actionable strategies and deep dives into critical aspects of modern search marketing.
Keynote Address: Navigating the Nexus of Automation and Human Ingenuity
Brad Geddes’ keynote, titled "Finding the Balance Between Creativity and Automation," is poised to address one of the most pressing challenges facing search marketers today. The rapid advancement of machine learning and artificial intelligence has introduced powerful automated tools, from Google’s Performance Max campaigns to sophisticated bidding algorithms. However, this technological surge raises questions about the diminishing role of human strategic input and creative oversight.
Geddes’ presentation is expected to explore how search professionals can leverage the capabilities of AI and machine learning without sacrificing the essential human elements of strategic thinking, creative development, and the nuanced art of "steering" automated systems. This balance is crucial for advertisers seeking to maximize campaign performance while maintaining brand integrity and adapting to evolving consumer behaviors. The keynote will likely delve into practical methodologies for integrating AI-driven insights with human creativity, ensuring that campaigns are not only efficient but also resonate with target audiences on a deeper level. Data from industry reports consistently shows a growing reliance on automated features, with many platforms reporting increased advertiser adoption. For instance, Google’s own investor calls have highlighted the significant contribution of automated campaign types to overall ad revenue growth, underscoring the imperative for marketers to understand and master these tools.
Deep Dive into Google Ads Account Auditing
In addition to his keynote, Geddes will conduct a session on "How to Audit Your Google Ads Account Like a Pro." This session, presented on behalf of his PPC software company, Adalysis, aims to equip attendees with a comprehensive framework for evaluating and optimizing their Google Ads accounts. Account audits are vital for moving beyond the tactical, day-to-day management of campaigns and adopting a more strategic, high-level perspective.
The audit process is designed to identify inefficiencies, uncover untapped opportunities, and ensure alignment with broader business objectives. Geddes’ session is anticipated to cover critical areas such as campaign structure, keyword performance, ad copy effectiveness, bidding strategies, audience targeting, and conversion tracking. By providing a structured approach to auditing, the session will empower marketers to make data-driven decisions that lead to improved return on investment (ROI). The importance of regular audits is amplified by the dynamic nature of the Google Ads platform, which undergoes frequent updates and algorithm adjustments. A thorough audit can reveal performance dips or identify underperforming segments that might otherwise go unnoticed, allowing for proactive adjustments before significant revenue is impacted.
Roundtable: Evolving Campaign Organization in the Age of Automation
A significant portion of SMX Advanced’s agenda is dedicated to the evolving landscape of campaign organization. Geddes will moderate a roundtable discussion titled "Revisiting Campaign Organization: A Roundtable Discussion," featuring prominent PPC specialists Melissa Mackey, Aaron Levy, and Duane Brown. This panel will tackle the profound changes in campaign structuring brought about by shifts in match types, the rise of automated campaigns like Performance Max and Discovery, and the implementation of Responsive Search Ads (RSAs).
The discussion is expected to provide a nuanced look at how modern campaign architectures should be designed to accommodate these new realities. With the deprecation of broad match modifiers and the increasing prevalence of automated campaign types that consolidate various ad formats and targeting options, traditional campaign segmentation methods may no longer be optimal. The roundtable will explore best practices for organizing accounts of varying sizes and complexities, offering practical advice on how to maintain control and achieve desired outcomes in an increasingly automated environment. Experts anticipate that this session will provide invaluable insights for advertisers struggling to adapt their legacy account structures to the latest platform innovations.
"Coffee Talk" on Responsive Search Ads (RSAs)
The rapid adoption of Responsive Search Ads (RSAs) has presented both opportunities and challenges for advertisers. Geddes will host a "Coffee Talk" session focused entirely on RSAs, providing an informal yet informative forum for discussion. This session is designed as an information-gathering opportunity, allowing attendees to share their experiences, discuss best practices for managing and creating RSAs, and explore any emerging trends or issues related to this significant ad format.
RSAs allow advertisers to input multiple headlines and descriptions, which Google then mixes and matches to create ads that are relevant to a user’s search query. While this offers flexibility and the potential for improved ad relevance, it also requires a different approach to ad creation and performance analysis compared to traditional text ads. The "Coffee Talk" will likely cover strategies for effective RSA asset creation, A/B testing approaches for headlines and descriptions, and methods for interpreting RSA performance data to drive optimization. Given that Google has increasingly emphasized RSAs as the primary ad format for Search campaigns, this discussion is highly relevant for all advertisers on the platform.
Broader Context and Future Outlook
The decision to make SMX Advanced a free, virtual event in 2022 is a strategic move to democratize access to high-level search marketing education. In recent years, the cost and logistical challenges of attending in-person conferences have been a barrier for many professionals, particularly those at smaller agencies or in-house teams with limited budgets. By removing these barriers, SMX Advanced aims to foster a more inclusive and collaborative learning environment.
The shift to a virtual format also reflects a broader trend within the events industry, accelerated by the global pandemic. While virtual events offer greater accessibility and cost-effectiveness, they also present challenges in replicating the networking and immersive learning experiences of in-person gatherings. Geddes’ mention of a potential return to in-person events in 2023, with a Munich workshop already planned and anticipation for US events, suggests that the industry is still navigating the optimal balance between digital and physical formats. This hybrid approach may become the norm, offering the best of both worlds: widespread accessibility through virtual platforms and deeper engagement through in-person interactions.
The full agenda for SMX Advanced 2022 is available on the Marketing Land Events website, along with a direct link for registration. The event promises to be a crucial touchpoint for search marketers looking to stay ahead of the curve in an ever-evolving digital advertising landscape. As artificial intelligence continues to reshape search marketing, events like SMX Advanced provide essential platforms for learning, sharing, and adapting to these transformative changes. The insights gained from sessions on automation, account auditing, and campaign organization will be instrumental for professionals seeking to drive impactful results in the coming year.
