Search Marketing Expo (SMX) Advanced, a premier event for search engine marketing professionals, has announced its 2022 iteration will be a fully virtual experience and, for the first time, entirely free to attend. This significant shift in format and accessibility signals a strategic move by the organizers to broaden reach and accommodate the evolving landscape of digital marketing education. The event, scheduled to unfold over several days, will feature a robust agenda packed with insights, practical advice, and forward-thinking discussions from leading figures in the search marketing industry.
One of the prominent participants confirmed for SMX Advanced 2022 is Brad Geddes, a well-respected figure in the PPC (Pay-Per-Click) advertising community and a regular contributor to industry publications. Geddes will play a multifaceted role, contributing to keynotes, leading dedicated sessions, moderating discussions, and hosting informal "Coffee Talks." His involvement underscores the event’s commitment to delivering high-caliber content directly from practitioners at the forefront of the field.
Keynote Address: Navigating the Intersection of Automation and Human Ingenuity
Geddes is slated to deliver the Day 2 Keynote address, titled "Finding the Balance Between Creativity and Automation." This topic is particularly resonant in the current era of artificial intelligence and machine learning’s increasing influence on digital advertising. The presentation promises to explore how marketers can effectively leverage the power of AI-driven tools while simultaneously preserving and amplifying the essential human strengths of strategic thinking, creative ideation, and the critical oversight needed to guide automated systems.
The keynote is expected to delve into practical strategies for integrating machine learning into PPC campaigns without sacrificing the nuanced understanding and innovative approaches that often distinguish successful campaigns. This theme addresses a core challenge faced by many digital marketers today: how to harness the efficiency and scale offered by automation without becoming overly reliant on it, potentially losing the strategic edge and creative flair that can drive superior results.
In-Depth Sessions: Auditing, Campaign Organization, and Emerging Ad Formats
Beyond the keynote, Geddes will lead a session titled "How to Audit Your Google Ads Account Like a Pro." This practical workshop is designed to equip attendees with the methodologies and best practices for conducting thorough and insightful audits of their Google Ads accounts. Auditing is presented as a critical process for moving beyond the immediate demands of daily campaign management to adopt a more strategic, big-picture perspective. Such audits are crucial for identifying inefficiencies, uncovering optimization opportunities, and ensuring long-term account health and performance.
The session is being presented on behalf of Adalysis, Geddes’ PPC software company, which offers free two-week trials, a detail that highlights the practical, tool-driven nature of the advice to be shared. The focus on auditing reflects a perennial need in the PPC space, as platforms like Google Ads are constantly evolving, introducing new features and modifying existing ones, making regular, structured reviews essential.
Adding another layer to the event’s comprehensive agenda, Geddes will moderate a roundtable discussion titled "Revisiting Campaign Organization: A Roundtable Discussion." This session brings together three distinguished PPC specialists: Melissa Mackey, Aaron Levy, and Duane Brown. The discussion is set to tackle the significant shifts in campaign organization that have been necessitated by changes in search engine algorithms and platform functionalities. Topics are expected to include the impact of evolving match types, the introduction of automated campaign types like Performance Max and Discovery campaigns, and the ongoing evolution of Responsive Search Ads (RSAs). The roundtable aims to provide a nuanced understanding of how account structures should be adapted for various account sizes and types in the current marketing environment.
Furthermore, Geddes will host a "Coffee Talk" session dedicated to "All-Things RSAs." These informal, group discussion sessions are designed for knowledge sharing and networking. The RSA Coffee Talk will serve as a platform for attendees to gather information, share experiences, and discuss best practices related to the creation, management, and optimization of Responsive Search Ads, a crucial ad format that has become a cornerstone of Google Ads campaigns. This informal format allows for open dialogue and the collective problem-solving of current challenges and opportunities presented by RSAs.
Broader Context: The Evolution of SMX and Search Marketing Education
The decision by SMX Advanced to offer a free virtual event in 2022 represents a significant adaptation for the Search Marketing Expo series, which has a long-standing reputation for delivering in-depth, advanced training for seasoned search marketers. Historically, SMX events have often been in-person, offering intensive learning experiences. The shift to a virtual, free format suggests a strategic response to several factors, including the ongoing impact of the global pandemic on travel and in-person gatherings, as well as a desire to democratize access to high-level search marketing education.
The virtual format allows SMX to transcend geographical limitations, enabling professionals from anywhere in the world to participate. The free access model further lowers the barrier to entry, making it an attractive proposition for a wider audience, from junior professionals seeking to learn from the best to seasoned experts looking to stay ahead of the curve. This inclusive approach aligns with the dynamic nature of search marketing, where continuous learning and adaptation are paramount.
The agenda’s focus on automation, AI, and evolving campaign structures reflects the current trajectory of the search marketing industry. Google, for instance, has heavily invested in automation, with features like Performance Max aiming to simplify campaign management while leveraging machine learning to drive conversions across various Google channels. Understanding how to effectively manage these automated systems, alongside traditional manual approaches, is a critical skill for today’s search marketers.
Industry Reactions and Implications
The announcement of a free, virtual SMX Advanced has been met with positive reactions within the search marketing community. Many professionals view this as an invaluable opportunity to gain insights from industry leaders without the usual financial and logistical commitments of attending a major conference. The comprehensive agenda, covering everything from fundamental account auditing to the latest advancements in ad formats and automation, suggests that the event is designed to cater to a broad spectrum of needs within the search marketing profession.
The emphasis on practical, actionable advice, as exemplified by Geddes’ sessions on account auditing and RSAs, indicates that the event aims to equip attendees with tangible strategies they can implement immediately. The inclusion of a roundtable discussion on campaign organization is particularly timely, given the ongoing shifts in how campaigns are structured and managed due to algorithmic changes and new ad types.
Looking Ahead: The Future of Search Marketing Events
Brad Geddes also hinted at the future of SMX events, expressing a hope for a return to in-person events and workshops in 2023. He noted that while a Munich workshop is planned for in-person delivery, details on US-based in-person events remain unconfirmed. This suggests a potential hybrid approach to future events, combining the accessibility of virtual platforms with the networking and immersive learning opportunities of physical gatherings.
The implications of SMX Advanced 2022’s free virtual format extend beyond just this single event. It may set a precedent for other industry conferences, encouraging greater accessibility and innovation in how educational content is delivered. As the search marketing landscape continues its rapid evolution, events like SMX Advanced play a crucial role in equipping professionals with the knowledge and skills necessary to navigate its complexities and drive success for their clients and organizations. The 2022 iteration promises to be a landmark event, offering a wealth of information and a unique opportunity for professional development in the field of search engine marketing.
Accessing the Event and Full Agenda
Professionals interested in attending SMX Advanced 2022 can access the full agenda and register for free via the official SMX marketing events website. The detailed agenda outlines the complete schedule of sessions, speakers, and topics, providing attendees with the opportunity to plan their participation effectively. Registration is a straightforward process, emphasizing the organizers’ commitment to making the event as accessible as possible. The full agenda can be found at marketinglandevents.com/smx/advanced/agenda/, and registration is available at attend.marketinglandevents.com/smx-advanced-2022. The event is poised to be a significant gathering of minds, offering critical insights for anyone involved in search engine marketing.
