The Search Marketing Expo (SMX) Advanced conference for 2022 is set to embrace a fully virtual format, offering attendees access at no cost. This significant shift, announced in early 2022, aims to broaden participation in the premier event for experienced search marketers. Brad Geddes, a prominent figure in the PPC industry and founder of Adalysis, will be a central participant, contributing to several key sessions and discussions throughout the event.
SMX Advanced has historically served as a high-level forum for seasoned professionals to delve into the complexities of search engine optimization (SEO) and paid search advertising (PPC). The decision to transition to a virtual, free-to-attend model for 2022 represents a strategic adaptation to the evolving landscape of professional development and industry events. This move is expected to democratize access to advanced strategies and insights, potentially drawing a larger and more diverse audience than previous in-person iterations. The virtual format also removes geographical barriers, allowing global participation.
Brad Geddes’s Multifaceted Role at SMX Advanced 2022
Brad Geddes’s involvement underscores the conference’s commitment to delivering practical, actionable advice from industry leaders. His contributions are spread across multiple formats, reflecting his expertise in both strategic thinking and tactical execution within the PPC domain.
Day 2 Keynote: Navigating the Intersection of Automation and Human Ingenuity
Geddes is slated to deliver the keynote address on Day 2, with the session titled "Finding the balance between creativity and automation." This topic is particularly relevant in today’s search marketing environment, where advancements in artificial intelligence and machine learning are rapidly reshaping campaign management. Geddes plans to explore how marketers can effectively leverage powerful automation tools, such as Google’s Performance Max, while retaining the indispensable human elements of strategic foresight, creative problem-solving, and the nuanced oversight required to guide these sophisticated systems.
The keynote will likely delve into the practical applications of machine learning in PPC, addressing how to harness its predictive power for audience targeting, bidding optimization, and ad creative development. Simultaneously, it will emphasize the enduring importance of human judgment in setting overarching campaign goals, interpreting complex data, crafting compelling narratives, and ensuring that automated processes align with business objectives. This balance is crucial for moving beyond basic campaign execution to achieving superior performance and competitive advantage.
In-Depth Session: Mastering Google Ads Account Audits
Another significant contribution from Geddes will be a session dedicated to "How to audit your Google Ads account like a pro." This session is designed to equip attendees with the methodologies and critical thinking skills necessary for comprehensive account reviews. Geddes positions account auditing as a vital practice that moves practitioners away from the reactive, task-oriented nature of daily management and encourages a more strategic, big-picture perspective.
The content of this session is expected to cover a systematic approach to auditing, potentially including checks on campaign structure, keyword performance, ad copy effectiveness, landing page optimization, bidding strategies, and audience segmentation. Given Geddes’s role at Adalysis, a company focused on PPC software solutions, this session may also highlight how technology can assist in streamlining the auditing process, identifying anomalies, and uncovering opportunities for improvement. The availability of free two-week trials for Adalysis, as noted in the original announcement, suggests a strong connection between the session’s content and the practical tools available to marketers.
Roundtable Discussion: Evolving Campaign Organization Strategies
Geddes will also moderate a roundtable discussion titled "Revisiting campaign organization: A roundtable discussion." This session brings together a panel of distinguished PPC specialists, including Melissa Mackey, Aaron Levy, and Duane Brown. The conversation is set to address the profound shifts in campaign organization necessitated by recent changes in the search advertising landscape.
Key discussion points are anticipated to include the impact of evolving match type behaviors, the introduction and proliferation of automated campaign types like Performance Max and Discovery campaigns, and the increasing reliance on Responsive Search Ads (RSAs). The panel will likely explore how these developments have reshaped best practices for structuring accounts to maximize efficiency and performance across various business objectives and account sizes. This discussion is particularly timely as many advertisers grapple with adapting their established organizational frameworks to accommodate new platform functionalities.
Coffee Talk: Deep Dive into Responsive Search Ads (RSAs)
Complementing the more formal sessions, Geddes will host a "Coffee Talk" focused on "All-things RSAs." This informal, discussion-based format is designed for collaborative learning and knowledge sharing. Before the official conference proceedings, this session will serve as an information-gathering opportunity where participants can openly discuss their experiences with RSAs.
Topics are expected to include current performance trends, the most effective strategies for creating and managing RSAs, common pitfalls to avoid, and emerging best practices. This format is ideal for soliciting real-world insights and addressing the practical challenges and opportunities presented by this dynamic ad format.
Moderating Q&A Sessions
Beyond his direct presentations and moderation roles, Geddes will also contribute by moderating Q&A sessions for several other distinct conference tracks. This role requires a deep understanding of the subject matter presented and the ability to facilitate insightful and engaging question-and-answer periods, further enhancing the learning experience for attendees.
The Broader Context of SMX Advanced and the Search Marketing Industry
SMX Advanced has a long-standing reputation as a high-caliber event for experienced search marketers. Held annually, it typically convenes professionals who have moved beyond introductory concepts and are seeking advanced tactics, strategic insights, and discussions on the cutting edge of SEO and PPC. The event’s focus on "Advanced" content signifies its target audience: practitioners with a significant level of experience looking to refine their skills and stay ahead of industry trends.
The shift to a virtual format in 2022 is a response to broader trends impacting the professional events industry. The COVID-19 pandemic significantly accelerated the adoption of virtual and hybrid event models, offering greater flexibility and accessibility. For SMX Advanced, this transition democratizes access to valuable industry knowledge, potentially enabling a wider array of professionals, from those in smaller agencies to in-house marketers at diverse companies, to participate. The decision to make the event free is a strategic move to maximize reach and engagement in this new format.
The themes addressed by Geddes and other speakers – automation, AI, evolving campaign structures, and new ad formats – are critical to the current state of search marketing. Google’s algorithmic updates and the continuous development of its advertising platforms necessitate ongoing learning and adaptation. For instance, the increasing prevalence of automated bidding strategies and campaign types like Performance Max signifies a move towards more AI-driven campaign management. However, as Geddes’s keynote suggests, the human element remains paramount in guiding these systems and achieving strategic goals.
Supporting Data and Industry Trends
The emphasis on automation and AI in search marketing is supported by significant industry data. Reports from various research firms consistently highlight the growing investment in AI-powered advertising tools. For example, projections from Statista indicate a substantial increase in global spending on marketing AI solutions, driven by the need for greater efficiency and improved campaign performance.
Furthermore, the evolution of ad formats like RSAs reflects Google’s strategic direction towards more dynamic and personalized ad experiences. The increasing complexity of campaign management, driven by factors such as the deprecation of third-party cookies and the rise of cross-device user journeys, makes advanced auditing and strategic organization more critical than ever. A comprehensive audit, as advocated by Geddes, can reveal inefficiencies in ad spend, uncover untapped opportunities, and ensure alignment with evolving user behaviors and platform capabilities.
Anticipated Impact and Future Outlook
The free, virtual format of SMX Advanced 2022 is poised to democratize access to high-level search marketing education. By removing financial and geographical barriers, the event can foster a more inclusive learning environment, potentially leading to a broader base of skilled professionals capable of navigating the increasingly complex search landscape.
Geddes’s involvement in multiple capacities—keynote speaker, session presenter, roundtable moderator, and Q&A facilitator—ensures a comprehensive coverage of critical PPC topics. The insights shared are expected to provide tangible takeaways for attendees, enabling them to refine their strategies, optimize their campaigns, and adapt to the rapid technological advancements shaping the industry.
Looking ahead, the announcement also hints at a potential return to in-person events and workshops in 2023, with a Munich workshop already planned. This suggests a balanced approach to event delivery, acknowledging the benefits of both virtual accessibility and the unique value of in-person networking and immersive learning experiences. While the specifics of US-based in-person events remain unconfirmed, the intention to reintroduce them signals a gradual return to pre-pandemic event formats.
In conclusion, SMX Advanced 2022 represents a significant moment for the search marketing community. Its transition to a free, virtual platform, coupled with the deep expertise of participants like Brad Geddes, offers an unparalleled opportunity for professionals to enhance their understanding and application of advanced search marketing strategies. The focus on balancing automation with human creativity, alongside practical guidance on account management and evolving ad formats, positions the event as an essential resource for anyone looking to excel in the dynamic world of search advertising.
