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Search Marketing Expo (SMX) Advanced, a premier event for search engine marketing professionals, has announced a significant shift for its 2022 iteration: the conference will be held virtually and offered completely free of charge. This move aims to broaden accessibility for marketers worldwide, particularly in a landscape still navigating economic uncertainties and evolving digital strategies. Brad Geddes, a recognized expert in paid search and a regular contributor to the search marketing community, will play a prominent role in the virtual event, leading key sessions and discussions.
The decision to transition to a virtual format and eliminate registration fees marks a notable departure from SMX’s traditional in-person model. Historically, SMX Advanced has been a highly anticipated gathering for seasoned SEM professionals, offering in-depth workshops, advanced tactical sessions, and networking opportunities. The change reflects a broader trend in the event industry, accelerated by the global pandemic, towards more flexible and accessible digital formats. This democratization of access could potentially lead to a more diverse attendee base, bringing together a wider range of experience levels and geographical locations.
Geddes to Headline Keynote on AI and Human Strategy
Brad Geddes is slated to deliver the Day 2 Keynote address, 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 essential human elements of search marketing strategy. Geddes plans to explore how marketers can effectively leverage AI-powered tools and insights without sacrificing the strategic thinking, creative flair, and nuanced oversight that human expertise provides.
The increasing integration of AI in platforms like Google Ads and Microsoft Advertising has become a central theme in modern search marketing. Tools such as automated bidding strategies, dynamic search ads, and responsive search ads (RSAs) are now standard features. Geddes’s keynote is anticipated to offer practical guidance on how professionals can harness these automated capabilities while retaining control and ensuring that campaigns align with overarching business objectives. The "steers the machine" metaphor suggests a focus on guiding AI, rather than being passively guided by it, a crucial distinction for achieving optimal performance.
In-Depth Sessions on Account Auditing and Campaign Organization
Beyond the keynote, Geddes will lead a session titled "How to Audit Your Google Ads Account Like a Pro." This presentation, conducted on behalf of his PPC software company, Adalysis, aims to provide attendees with a structured approach to evaluating their Google Ads accounts. Account auditing is a critical practice for identifying inefficiencies, uncovering new opportunities, and ensuring that campaigns are aligned with performance goals. By stepping away from day-to-day task management, marketers can gain a broader, more strategic perspective on their account’s health and effectiveness. Adalysis, which offers free two-week trials, is positioned as a tool to facilitate such in-depth analysis.
A significant portion of the SMX Advanced agenda will also focus on 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 session is expected to address the profound impact of recent platform changes on how search advertising campaigns are structured. Key topics will likely include the implications of changes to keyword match types, the rise of automated campaign types such as Performance Max and Discovery campaigns, and the ongoing evolution of Responsive Search Ads. The discussion aims to provide actionable insights into current best practices for campaign organization across various account types and sizes, reflecting the dynamic nature of the search advertising ecosystem.
Exploring the Nuances of Responsive Search Ads
Furthering the conversation on current ad formats, Geddes will host a "Coffee Talk" session dedicated to "All-Things RSAs." This informal, group discussion format is designed for information gathering and the sharing of practical experiences. Attendees will have the opportunity to discuss the performance of RSAs, share best practices for their creation and management, and explore any emerging challenges or opportunities associated with this ad format. Given that RSAs are now the primary text ad format on Google, understanding their effective implementation is paramount for search marketers.
Broader SMX Advanced 2022 Context and Accessibility
The SMX Advanced 2022 agenda, available in full online, promises a comprehensive program covering a wide array of advanced search marketing topics. The event’s transition to a virtual, free model is a strategic decision with potentially far-reaching implications. By removing financial barriers and geographical limitations, SMX Advanced is poised to reach a significantly larger audience. This could foster a more globalized exchange of ideas and strategies, benefiting marketers from diverse markets and backgrounds.
The emphasis on sessions addressing automation, AI, and evolving ad formats underscores the current trajectory of the search marketing industry. As platforms continue to automate more granular aspects of campaign management, the focus for experienced professionals shifts towards higher-level strategy, creative innovation, and the nuanced interpretation of data. Geddes’s multifaceted involvement in the event highlights the critical need for expertise in navigating these complexities.
Looking Ahead: The Future of Search Marketing Events
While the 2022 event embraces a virtual format, there is an expressed hope for a return to in-person events and workshops in 2023. Geddes mentions a potential in-person workshop in Munich as an indicator of this intention. The search marketing community has long valued the networking and intensive learning opportunities that in-person events provide. The balance between the accessibility of virtual events and the immersive experience of physical gatherings will likely remain a key consideration for event organizers in the coming years.
The SMX Advanced 2022 conference represents a significant adaptation by a long-standing industry event. By embracing a virtual, free model and focusing on critical contemporary topics such as AI integration and campaign structure evolution, SMX Advanced aims to remain a vital resource for search marketers navigating an increasingly complex and dynamic digital landscape. The participation of industry leaders like Brad Geddes in key sessions underscores the event’s commitment to delivering advanced, actionable insights to its audience. The full agenda and registration details are available on the official SMX Advanced website, encouraging broad participation in this pivotal virtual gathering.
