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Search marketing professionals are gearing up for the 2022 edition of SMX Advanced, a premier event in the industry, which has announced a significant shift to a fully virtual format and, notably, will be accessible to all attendees at no cost. This move, detailed by prominent search marketing expert Brad Geddes, signals a strategic adaptation to evolving industry needs and accessibility for a broader audience. Geddes himself is set to play a pivotal role in the virtual conference, with several key speaking engagements and moderation duties.
A Shift to Accessibility and Digital Engagement
SMX Advanced, historically a high-level, in-person gathering for seasoned search marketers, has made a deliberate choice to transition to a virtual platform for its 2022 iteration. This decision, amplified by the announcement of free registration, marks a significant departure from the event’s traditional model. While specific attendance figures for previous in-person SMX Advanced events are not publicly disclosed, industry consensus suggests that such conferences typically attract hundreds, if not thousands, of professionals. By eliminating the cost barrier and the logistical challenges of physical attendance, SMX Advanced is poised to reach a considerably larger and more diverse global audience. This pivot is likely influenced by the widespread adoption of virtual events across industries since 2020, a trend that has proven effective in disseminating information and fostering professional development without the constraints of geographical location or budget.
Brad Geddes to Lead Discussions on Automation and Account Auditing
Brad Geddes, a recognized authority in search engine marketing and a key figure at Adalysis, will be a central presence at SMX Advanced 2022. His involvement underscores the conference’s commitment to addressing critical contemporary issues in search marketing. Geddes is slated to deliver the Day 2 Keynote, titled "Finding the Balance Between Creativity and Automation." This session is expected to delve into the intricate relationship between artificial intelligence, machine learning, and the human element in search advertising strategies. Geddes’s presentation will likely explore how marketers can effectively leverage the power of automation and machine learning tools while retaining the strategic foresight, creative ingenuity, and critical oversight that human expertise provides.
In addition to his keynote, Geddes will lead a practical session on "How to Audit Your Google Ads Account Like a Pro." This session, presented on behalf of Adalysis, a company specializing in PPC software, aims to equip attendees with systematic approaches to evaluating and optimizing their Google Ads accounts. Auditing is presented as a crucial practice for moving beyond the reactive, task-oriented nature of daily campaign management to adopt a more holistic and strategic perspective on account performance. Adalysis offers free two-week trials, a detail highlighted by Geddes, suggesting a potential tie-in with the practical application of auditing techniques discussed during the conference.
Roundtable and Coffee Talk: Addressing Evolving Campaign Structures and Ad Formats
The program also features a "Roundtable: Revisiting Campaign Organization: A Roundtable Discussion," where Geddes will moderate a panel of distinguished PPC specialists: Melissa Mackey, Aaron Levy, and Duane Brown. This discussion is anticipated to address the profound shifts in campaign organization driven by recent changes in search advertising platforms. Topics will likely include the impact of evolving match type definitions, the integration of automated campaign types such as Google Ads’ Performance Max and Discovery campaigns, and the implementation of Responsive Search Ads (RSAs). The panelists are expected to offer insights into how these changes necessitate adjustments to account structures for a wide spectrum of account types and sizes, providing actionable advice for navigating this complex landscape.
Furthermore, Geddes will host a "Coffee Talk" session focused on "All-Things RSAs." This informal, group discussion format is designed for information gathering and sharing among attendees and experts. The conversation is expected to cover the current performance of RSAs, best practices for their management and creation, and other pertinent discussions surrounding this dynamic ad format. This interactive session highlights the conference’s commitment to fostering peer-to-peer learning and addressing emerging trends in real-time. Geddes will also be moderating Q&A sessions for various other presentations, further contributing to the event’s interactive nature.
The Broader Context of SMX Advanced
SMX Advanced has a well-established reputation as a premier educational event for experienced search marketers. Typically held in major cities, the conference has historically focused on advanced strategies and tactics, catering to professionals who have already mastered the fundamentals of search engine optimization (SEO) and pay-per-click (PPC) advertising. The event’s transition to a virtual, free format in 2022 is a significant development, democratizing access to high-level insights that were previously confined to a paid, in-person setting. This decision aligns with a broader industry trend towards more accessible and flexible learning opportunities, particularly in the rapidly evolving digital marketing landscape.
Data and Trends Informing the Conference Content
The topics slated for discussion at SMX Advanced 2022 are directly informed by current trends and data within the search marketing industry. For instance, the increasing prevalence of automation in platforms like Google Ads is supported by data showing its growing adoption by advertisers. Google itself has reported significant improvements in campaign performance attributed to its automated bidding strategies and AI-driven campaign types. According to industry reports, a substantial percentage of advertisers are now utilizing some form of automated bidding, and the adoption of AI-powered campaign management tools is expected to continue its upward trajectory.
The focus on Responsive Search Ads (RSAs) is also a response to platform mandates and evolving best practices. Google has been actively promoting RSAs, phasing out expanded text ads in favor of this dynamic format that allows for greater creative flexibility and automated ad tailoring. This shift requires advertisers to adapt their content creation and optimization strategies. Data from various PPC management platforms suggests that RSAs can indeed yield improved click-through rates and conversion volumes when implemented effectively, but also present unique challenges in terms of creative control and performance analysis.
The emphasis on account auditing and campaign organization reflects the ongoing complexity of managing search advertising portfolios. As platforms introduce new features and campaign types, maintaining a well-structured and efficiently managed account becomes paramount for achieving optimal ROI. Industry surveys consistently highlight account structure and management efficiency as key challenges for PPC professionals.
Future Outlook: A Return to In-Person Events?
Looking ahead, Geddes expresses a hopeful anticipation for the return of in-person events and workshops in 2023. He mentions the likelihood of an in-person workshop in Munich, although details regarding US-based events remain unconfirmed. This suggests a strategic consideration by SMX organizers to potentially reintegrate physical gatherings alongside virtual offerings, catering to different preferences and needs within the professional community. The experience gained from the 2022 virtual event will likely inform future event planning, potentially leading to hybrid models that combine the accessibility of online participation with the networking and immersive learning opportunities of in-person conferences.
Call to Action and Registration
The full agenda for SMX Advanced 2022 is available for review, providing attendees with a comprehensive overview of the sessions, speakers, and topics to be covered. Interested parties are encouraged to register for the free virtual event through the provided link. The accessibility of this event underscores its commitment to supporting the continuous professional development of search marketers worldwide, enabling them to stay abreast of the latest advancements and best practices in a dynamic and competitive field. The event promises to be a critical platform for knowledge exchange and strategic discussion, particularly as the industry navigates the increasing integration of artificial intelligence and automation into its core operations.
