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 entirely virtually and will be accessible to attendees without any registration fee. This move, detailed by prominent search marketing expert Brad Geddes, marks a strategic adjustment in the event’s delivery model, aiming to broaden accessibility and engagement within the search marketing community. Geddes himself is slated to play a multifaceted role in the virtual conference, including delivering a keynote address and leading several specialized sessions.
SMX Advanced 2022: A New Virtual Paradigm
The decision to transition SMX Advanced to a virtual format for 2022, coupled with the removal of registration fees, represents a notable departure from the event’s traditional in-person structure. This approach is likely intended to democratize access to high-level search marketing insights, particularly in a landscape that has seen rapid evolution. The virtual format removes geographical barriers and financial constraints that might have previously limited participation for some professionals.
SMX Advanced has historically served as a crucial platform for seasoned search marketers to delve into advanced strategies and emerging trends. By going virtual and free, the organizers are potentially aiming to capture a wider audience, from established professionals to those eager to advance their knowledge in the competitive field of search engine optimization (SEO) and paid search advertising. This inclusive strategy could foster a more diverse and dynamic exchange of ideas.
Brad Geddes Takes Center Stage with Keynote and Expert Sessions
Brad Geddes, a recognized authority in the PPC (Pay-Per-Click) advertising space, will be a central figure at SMX Advanced 2022. His involvement spans several critical components of the virtual event, underscoring his deep expertise and commitment to sharing knowledge within the industry.
Keynote Address: Navigating the Intersection of Creativity and Automation
Geddes is scheduled to deliver the keynote presentation for Day 2 of the conference, a session titled "Finding the balance between creativity and automation." This topic is particularly pertinent in the current era of search marketing, where artificial intelligence and machine learning are increasingly integrated into advertising platforms. Geddes plans to explore how marketers can leverage these powerful automated tools while simultaneously preserving and enhancing the essential human elements of strategy, creativity, and oversight.
The keynote is expected to offer practical guidance on how to harness the capabilities of machine learning in areas like campaign optimization, audience targeting, and ad creation, without losing the nuanced strategic thinking and creative flair that often differentiate successful campaigns. The implication is that the future of search marketing lies not in an "either/or" choice between human ingenuity and machine efficiency, but in a synergistic integration that maximizes both. This approach acknowledges the growing sophistication of AI in advertising while championing the irreplaceable role of human insight in steering these technologies towards optimal outcomes.
In-Depth Session: Professional Google Ads Account Auditing
Further demonstrating his expertise, Geddes will conduct a session focused on "How to audit your Google Ads account like a pro." This session is presented on behalf of his PPC software company, Adalysis, which offers free two-week trials. Auditing Google Ads accounts is a fundamental practice for ensuring campaign efficiency and effectiveness. Geddes’s session aims to equip attendees with a structured methodology for conducting comprehensive account reviews, moving beyond the day-to-day operational tasks to a broader, strategic perspective.
A thorough audit can uncover inefficiencies, identify underperforming areas, and reveal untapped opportunities for growth. In the context of SMX Advanced, this session is likely to resonate with professionals seeking to refine their management of complex Google Ads accounts, especially as the platform continuously introduces new features and complexities. The emphasis on a "wide-angled view" suggests a focus on holistic account health rather than isolated campaign metrics.
Moderating a Roundtable on Campaign Organization
Geddes will also moderate a roundtable discussion titled "Revisiting campaign organization: A roundtable discussion." He will be joined by three other distinguished PPC specialists: Melissa Mackey, Aaron Levy, and Duane Brown. This panel discussion is set to explore the evolving landscape of campaign organization within Google Ads. Key discussion points will include the impact of changes to match types, the rise of automated campaign types such as Performance Max and Discovery campaigns, and the implications of Responsive Search Ads (RSAs).
The conversation is expected to provide insights into how modern campaign structures are being adapted for various account types and sizes. This is a critical area for search marketers, as effective campaign organization is foundational to efficient budget allocation, precise targeting, and overall campaign performance. The evolving nature of Google’s advertising ecosystem, with its increasing reliance on automation and machine learning, necessitates a continuous re-evaluation of best practices in account structure.
Hosting a "Coffee Talk" on Responsive Search Ads
Adding another dimension to his participation, Geddes will host a "Coffee Talk" session dedicated to "All-things RSAs." This informal, group discussion format is designed for information gathering and collaborative learning. Attendees will have the opportunity to share their experiences with RSAs, discuss best practices for their management and creation, and explore any emerging trends or challenges associated with this dynamic ad format.
Responsive Search Ads have become a cornerstone of Google Ads campaigns, requiring advertisers to provide multiple headlines and descriptions that Google then combines to create the most relevant ad for a given search query. This session will likely provide a valuable forum for marketers to learn from each other’s successes and challenges in optimizing RSA performance.
Extensive Q&A Moderation
Beyond his direct presentations and moderation roles, Geddes will also be moderating Q&A sessions for several other presentations throughout the conference. This indicates a broad level of engagement and a commitment to facilitating attendee interaction and knowledge exchange across a wide range of search marketing topics.
Background and Context of SMX Events
The Search Marketing Expo (SMX) series of conferences has been a prominent fixture in the digital marketing calendar for many years. Organized by Third Door Media, the parent company of Search Engine Land and MarTech, SMX events are renowned for their in-depth content, practical advice, and networking opportunities. SMX Advanced, in particular, is typically geared towards experienced search marketers who are looking to push the boundaries of their strategies and stay ahead of industry changes.
Historically, SMX Advanced has been an in-person event, often held in Las Vegas, offering workshops, keynotes, and track sessions covering advanced SEO and PPC tactics. The shift to a virtual, free model for 2022 signals a significant adaptation to the post-pandemic event landscape and a strategic effort to increase accessibility. This move aligns with a broader trend in the industry towards hybrid or fully virtual events, which have proven effective in reaching a global audience.
Supporting Data and Industry Trends
The focus on automation and creativity in Geddes’s keynote is highly relevant given the current trajectory of the search marketing industry. Google, for instance, has heavily invested in machine learning to power its advertising products. Features like Performance Max campaigns aim to automate campaign management across various Google channels, including Search, Display, YouTube, Gmail, and Discover, based on advertiser-defined goals.
Data from various industry reports consistently highlights the growing influence of AI and automation in digital advertising. For example, studies on ad spend often show an increasing allocation towards platforms that leverage sophisticated algorithmic optimization. However, user engagement and conversion rates are still heavily influenced by the quality of creative assets and the strategic direction set by human marketers. A 2021 report by Statista indicated that a significant percentage of marketers planned to increase their investment in AI-powered marketing tools, underscoring the importance of understanding how to best integrate them.
The emphasis on campaign organization and Responsive Search Ads also reflects ongoing shifts in how search engines serve ads. Google’s move towards more automated bidding strategies and ad formats like RSAs, which allow for more headline and description variations, requires advertisers to adapt their account structures and content creation processes. The effectiveness of RSAs, for instance, depends on providing a diverse set of compelling and relevant assets that the algorithm can test and optimize.
Broader Impact and Implications
The decision to make SMX Advanced 2022 a free virtual event has several implications:
- Increased Accessibility and Reach: By removing financial and geographical barriers, the event is likely to attract a more diverse range of participants, including those from smaller agencies, in-house teams with limited budgets, and professionals in regions where in-person events are less feasible.
- Democratization of Advanced Knowledge: Advanced search marketing strategies, often discussed at paid events, will be available to a wider audience, potentially leveling the playing field for businesses of all sizes.
- Focus on Core Skill Development: The virtual format, combined with the specific session topics, suggests a strong emphasis on practical skills and strategic thinking, which are essential for navigating the complexities of modern search marketing.
- Potential for Higher Engagement: While virtual events present unique engagement challenges, the free access and focused agenda might encourage more active participation in discussions and Q&A sessions.
The announcement also includes a forward-looking statement regarding a potential return to in-person events in 2023, with a Munich workshop already slated and US events to be confirmed. This suggests a flexible, hybrid approach to event management moving forward, acknowledging the enduring value of in-person interaction while embracing the benefits of virtual delivery.
The full agenda for SMX Advanced 2022 is available on the Marketing Land Events website, and registration for the free virtual event can be completed through the provided link. This initiative by SMX Advanced underscores the industry’s commitment to continuous learning and adaptation in the rapidly evolving world of search marketing.
