Join us for the first European
edition of SMX Advanced!
Sep 30 - Oct 1, 2019 – Berlin
Only 250 Tickets available!


2 Days packed with

Experts-Only SEO & PPC Tactics from around the world

SMX Advanced is coming to Europe, designed exclusively for experienced search marketers. We don’t spend time on the basics! All sessions are fast-paced, Q&A-packed, always informative. This once-a-year event is your place to learn advanced SEO and PPC tactics. The event is held in English.


  • Advanced
  • Intimate
  • Focused
  • Independent and trusted

    SMX isn’t backed by a software company or digital agency. It isn’t a customer event that dabbles with the occasional search topic. Our unbiased, vendor-agnostic content is designed to do one thing: Help you succeed. That’s our agenda.

  • Advanced content for experts

    Fluent in search marketing? SMX Advanced dives into the deep end of SEO & PPC topics, with no dumbing-down. You’ll find many sessions that address some of the most complex issues in SEO and PPC.

  • Actionable Tactics

    You’ll leave SMX Advanced armed with expert tactics, tips, and techniques that can be immediately implemented to drive traffic, convert visitors, and grow your business.

  • The network is powerful

    Attendees. Speakers. Sponsors. Meet them all at both structured and informal networking events. You’ll make valuable and lasting connections, and walk away with a sense of solidarity with your professional community.

  • Your home, your community

    SMX is the only industry event that’s 100% search marketing. We passionately believe that SEO and PPC deserve the spotlight. You’ll feel welcome and inspired in an environment that celebrates your work.

  • A memorable experience

    We work hard to make SMX Advanced as pleasant as it is productive. You’ll enjoy an outstanding venue, delicious hot lunches, and thoughtful conveniences that make all the difference.


Hear what attendees think about SMX Advanced around the World

Caitlin Gustafson – Big Lots
Loved how in-depth this conference compared to other industry conferences which tend to be very high-level.
Caitlin Gustafson – Big Lots
David Temple – Universal Technical Institute
Fantastic as usual from the content to the food! Great to learn from the best even as a 20 year veteran.
David Temple – Universal Technical Institute
Upasna Gautam – Ziff Davis
SMX Advanced was a professional gamechanger for me, and is truly in a league of its own when it comes to SEM conferences.
Upasna Gautam – Ziff Davis

Speakers and Advisors

at SMX Advanced Berlin

Will Critchlow
CEO, Distilled
Will Critchlow

Will Critchlow is CEO of Distilled – a company he founded in 2005 with Duncan Morris. Distilled provides online marketing services from offices in London, New York and Seattle, hosts the SearchLove conference series in the US and UK, produces the popular online training platform DistilledU, and runs the SEO split-testing platform DistilledODN.

Bastian Grimm
Director Organic Search, Peak Ace AG
Bastian Grimm

Bastian Grimm is the Director of Organic Search at Peak Ace and a renowned expert in large-scale, international SEO – managing sites of almost any size in highly competitive industries.

Always eager to expand his knowledge, with more than 15 years’ experience in online marketing, technical and global SEO, Bastian currently oversees Peak Ace’s search engine optimisation as well as content marketing initiatives.

Striving for efficiency is one of Bastian Grimm’s key guiding principles. It has shaped his entire career. His belief that understanding a target market means not only getting to grips with the language, but also the culture, has held him in good stead. Bastian leads a thriving team of expert native speakers, able to serve clients in 20+ languages, and the results speak for themselves.

A full-service performance marketing agency with a focus on “all things search,” Peak Ace has a flair for over-achieving. Having been named a FOCUS growth champion for multiple years in a row, as well as scooping up trophies at both the European Search and Drum Search Awards, Bastian is proud to lead such an innovative, ever-expanding company. His secret? Dynamic, decisive processes, a phenomenal team and going to bed with inbox zero.

Brad Geddes
Co-Founder, Adalysis
Brad Geddes

Brad Geddes is a co-founder of AdAlysis, an ad testing & recommendation platform. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google’s advertising program.

Brad has worked in PPC since 1998, and over those years he was worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each month. His experience ranges from owning his own agency, to managing a boutique agency, to overseeing programs that were official resellers of Google and Microsoft. Some brands he has worked with include: Amazon, Yahoo, Google,, Encyclopedia Britannica, and Salesforce.

One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.

Jes Scholz
CMO International, Ringier
Jes Scholz

An Australian born German resident working on the ground across Africa & Asia, Jes is no stranger to the challenges of international digital marketing. Coming from the Berlin startup scene, she now leads omnichannel marketing strategies in emerging markets for the Swiss media company Ringier. A strong believer in data driven marketing and agile methodologies, she is always testing out new tactics with the help of her team.

Jono Alderson
Mad Scientist, Yoast
Jono Alderson

Jono Alderson has over a decade of blended experience in digital marketing, with expertise in SEO, analytics, brand strategy, campaign strategy, lead generation, eCRM automation, conversation rate optimisation and web development – from defining the ‘big picture’ and strategic direction, right down to getting his hands dirty in the nitty-gritty technical detail. He’s worked with agencies, startups, household brands and FTSE 100 companies to define, support and deliver successful SEO, content, analytics and brand strategies at an international level.

Martin Röttgerding
Head of SEA, Bloofusion
Martin Röttgerding

As Head of SEM, Martin Röttgerding is in charge of search engine advertising at Bloofusion, an online marketing agency specializing in SEO and SEM. He is responsible for all SEM activities in Germany, Austria and Switzerland. In addition, the business information scientist researches in the field of search engine advertising, in particular Google AdWords. On the one hand, he pursues theoretical questions such as the functionality of quality factors, on the other hand, he also continues to work on one or the other campaign and tests the subtleties and limits of the AdWords system. He regularly writes about new findings, tips and current developments in the search radar, the Internet captain blog and the professional blog “PPC Epiphany”.

Philipp Klöckner
External Search Consultant, Rocket Internet
Philipp Klöckner

Since 2011 Philipp Klöckner focuses on mentorship for startups and search consultancy to share his experience in search marketing, comparison shopping und business intelligence. As an independent consultant and angel investor he’s helping portfolio companies of Berlin’s Rocket Internet AG, publishing houses and eCommerce giants worldwide. Before starting his consultancy business, Philipp has been working 6 years at Germany’s market leading comparison search engine

Tom Anthony
Head of R&D, Distilled
Tom Anthony

Tom conceptualised DistilledODN, the first SEO split-testing platform available publicly, and leads team that are building it. He believes the platform could bring a new era of data-driven SEO. He does lot of research around technology trends and the future of search, and work with Distilled’s consulting team to try and forecast the impact those trends will have on SEO and Digital Marketing.

Marcus Tandler
Founder & CEO, Ryte
Marcus Tandler

Marcus Tandler, also known as “Mediadonis”, is co-founder and co-managing director of RYTE (formerly, a multiple award-winning website quality management software. Marcus loves SEO and has been active in SEO since 1998, growing up with Google and its search algorithm with the launch of Google in Germany in 2000. He is a frequent speaker at conferences around the globe such as TEDx, LeWeb, The Next Web, SMX and O´Reilly´s web2.0expo. In addition, he has also lectured at in-house events for large corporations such as Google, Facebook and Microsoft. Marcus holds a master’s degree from the University of Augsburg and a degree in media marketing from the Bavarian Academy for Advertising and Marketing in Munich.Today he is a lecturer at the University of Applied Sciences Würzburg-Schweinfurt, the University of Applied Sciences Munich and theFH Salzburg. In April 2017 Marcus was awarded the “European Search Personality of the Year” at the European Search Awards in Krakow.


Izzi Smith
SEO Manager, Sixt
Izzi Smith

Izzi Smith is an SEO Manager at Sixt rent a car, where she focuses on driving the performance of the US and UK markets, but also helps develop global Sixt rent a car SEO strategies and projects. She’s originally from Manchester in the North West of England but moved to work at Sixt in Munich in 2014.

During her time in SEO, Izzi developed a strong passion for all things Search but especially got invested in Structured Data, UX, local search and technical SEO. Izzi’s projects and experimentations with user-centric content and Structured Data won Sixt the 2018 SEMY Award for ‘Best SEO Campaign’ and her successes and passions led her to begin speaking at conferences in 2018. Since then has been rated the top speaker at several major SEM events and co-runs a weekly Online Marketing edutainment podcast.

Amy Bishop
Owner / Digital Marketing Consultant, Cultivative
Amy Bishop

Amy has built and implemented multichannel digital strategies for a variety of companies of all sizes from start-ups and small businesses to Fortune 500 and global organizations spanning several industry verticals. Her expertise includes e-commerce, lead generation, and localized site-to-store strategies. Amy recently launched Cultivative, a performance marketing agency. When not working, you can find her writing for and, speaking at industry events and talking shop on Twitter at

Christopher Gutknecht
Head of Online Marketing, norisk
Christopher Gutknecht

Christopher Gutknecht is Head of Online Marketing at the Munich eCommerce agency norisk GmbH. He describes himself as a “SEA child” – his heart has been in this area since 2008. After a stopover at intelliAd, he and his team have been supporting shop customers in the area of performance marketing since 2013 and are passionate about developing new tools and innovations in the area of SEA automation so that team and customers can concentrate more on the actual mental work.

Alexander Holl
Alexander Holl

Alexander Holl, born in 1964, is founder and managing director of 121WATT, which focuses on seminars on online marketing, SEO and Google AdWords in Munich, Hamburg and Berlin. More than 20 years Internet and 15 years search machine marketing & Web analysis coin the curriculum vitae of the learned operation manager. In this time Holl was among other things managing director, in the European management of Yahoo! and in responsible positions with AltaVista and Cable & Wireless. Alexander Holl is a member of the SEO expert council of the BVDW and teaches online marketing and search engine optimization at Steinbeis University. Holl is also a Google Analytics consultant at the Google Partner Academy.

Jens Fauldrath
Founder and CEO, get:traction GmbH
Jens Fauldrath

Jens Fauldrath is founder and managing director of get:traction GmbH. He supports his clients in the development, implementation and realisation of their SEO strategy. Prior to that, he managed takevalue Consulting GmbH from 2012-2016. From 2008 to 2012 he also built up and led the SEO team of Deutsche Telekom AG P&I. Jens is a lecturer in search engine marketing at Darmstadt University of Applied Sciences and a member of the SEO expert advisory board and the executive board of the BVDW’s Search focus group. He also runs the German podcast network for online marketing podcasts, There he moderates the podcast SEO House on current topics in strategic SEO.

Purna Virji
Senior Manager of Global Engagement, Microsoft
Purna Virji

Named by Adweek on their 2018 Young Influentials List, Purna specializes in digital marketing, AI, and the future of search. In 2016 she was named by PPC Hero as the #1 Most Influential Expert in the world. She is a regular keynote speaker at conferences across the globe such as AdWeek, DMEXCO, The Next Web Conference and INBOUND. An award-winning former journalist, Purna is also a columnist for Search Engine Land and Moz. In her spare time, she is an avid traveler, aspiring top chef and amateur knitter.

Dana DiTomaso
President & Partner, Kick Point
Dana DiTomaso

Dana is President & Partner at Kick Point, where she helps people and teams do better marketing. After working with clients of all sizes for the last 19 years, Dana knows that our industry has an accountability problem. She’s now teaching people how to better communicate how they bring value, and then deliver that value to their organizations. Dana speaks at conferences around the world about reporting and analytics, SEO, and brand building. In her spare time, Dana is the weekly technology columnist on CBC Edmonton AM. She also enjoys drinking fancy beer and yelling at football players.

Simo Ahava
Partner & Co-founder, 8-bit-sheep
Simo Ahava

Simo Ahava is a recognized expert on customizing web analytics and tag management solutions to improve the entire “life cycle” of data collection, processing, and reporting. His main areas of expertise lie with Google Analytics and Google Tag Manager, and Google has appointed him as a Google Developer Expert in these fields. He is especially interested in the interface between marketing and development, and his main focus is on increasing awareness, skills, and critical thinking around data.

Simo is a partner and co-founder at 8-bit-sheep. He also writes a popular blog on all things Google Analytics and Google Tag Manager development at An experienced speaker and prolific blogger, Simo can be seen and heard in conferences, product forums, support communities, and developer meet-ups alike.

Aleyda Solis
International SEO Consultant, Orainti
Aleyda Solis

Aleyda Solis is an International SEO Consultant and founder of boutique SEO consultancy Orainti, speaker at +100 conferences in 20 countries in English and Spanish, author of “SEO, Las Claves Esenciales”, host of the YouTube SEO video series, Crawling Mondays; and co-founder of Remoters, a resource site for remote based professionals, organizations and digital nomads.

Aleyda has been awarded as the European Search Personality of the Year in 2018, included in Forbes top 10 online marketing experts to follow, in Hubspot as one of the 59 Female Marketing and Growth Experts You Should be Following, interviewed in publications such as The Huffington Post and contributed for Think With Google.

Max Prin
Head of Technical SEO, Merkle
Max Prin

Max Prin is the Head of Technical SEO at Merkle. The SEO technical team ensures the accuracy, feasibility and scalability of the agency’s technical recommendations. Max supports Merkle’s SEO department by developing SEO best practices, tools and processes through research and testing. Max is also in charge of developing and publishing

Laura Lippay
SEO Lead, Comcast
Laura Lippay

With an eye for the big picture and a history in increasing online visibility for some of the largest brands on the internet, Laura has focused on integrated search, social and content strategy for Fortune 500 & 1000, enterprise and agencies for well over 10 years. Laura is a marketing exec based in the Silicon Valley and held previous roles that include Technical Marketing Director for Yahoo Media, SEO Specialist for CNET and various consultancies. Laura’s web development background lends a unique technical balance to her perspective on internet marketing, bridging gaps between marketing and development teams in order to provide an integrative, comprehensive solutions to online visibility.

On the side, Laura mountainbikes, snowboards and follows the revolutionary technological innovations in biologically–embedded interfaces (such as Brain-Computer Interfaces
(BCI)) that will change the face of marketing communication in the near future.

Laura is a speaker at marketing and tech conferences around the globe, CEO of SEOgadget’s first US operations in San Francisco, an SEOmoz Associate, and an advisor to various online endeavors.

Marco Frighetto
Head of Product, Booster Box
Marco Frighetto

Marco Frighetto is Head of Product and Senior Account Director at Booster Box, a Performance Agency specialised in Scientific Marketing based in the heart of Tuscany, the sunny Pietrasanta. Bringing together a team of nerds and entrepreneurial marketers, Booster Box has been crafting tech that unleashes PPC performance through data. Marco and his team are working hard to create a better world for every PPC marketer, fully automating all those boring and repetitive procedures. He is deeply in love with hats, mountains & spreadsheets, of course 🙂

Michelle Morgan
Director of Client Services, Clix Marketing
Michelle Morgan

Michelle Morgan is the Director of Client Services at Clix Marketing. She has honed her PPC skills over the past 8 years in both in-house and agency roles, managing accounts in many different industries and markets. Her passions are around audience targeting and cross-channel dynamics between search and social. She’s a regular industry speaker at events like Pubcon, SMX, HeroConf, and others. In 2018, Michelle won “SEM Speaker of the Year” at the Search Engine Land Awards. She’s also a contributor to Search Engine Journal, Social Media Examiner, WordStream, AdStage, and more. Follow Michelle on Twitter and connect on LinkedIn.

David Walker
CEO & Co-Founder, Segmatic
David Walker

Dave Walker is CEO & Co-Founder of Segmatic, an all-in-one Paid Search platform that delivers averages of 400% increases in ROI. The Segmatic team & platform boast a number of high profile clients including 2K Games, Photobox, T.M. Lewin, Betfair, and Volusion.

Dave is an experienced speaker, having spoken at SMX, HeroConf, & AdWorld on advanced PPC strategies. Before founding Segmatic, he worked for Paddy Power as head of Conversion Optimisation and Advanced Paid Search Automation.

Koos Hoeijmakers
SEA Automation & Innovation Lead, Greenhouse
Koos Hoeijmakers

Koos Hoeijmakers is SEA Automation & Innovation Lead at Greenhouse based in Eindhoven (part of GroupM).

He first started in automation at an online pure player by managing accounts for 29 different countries. Now working together with well-known companies in the Netherlands to outperform their campaigns with a strong focus on automation.

With his in-house and agency experience he translates data into actions and loves to work on scalable solutions that add value to the digital strategies of the clients of the Greenhouse and GroupM.

Marcel Prothmann
President Paid Search
Marcel Prothmann

Marcel Prothmann verantwortet bei der Peak Ace AG als „VP Paid Search“ den Bereich der bezahlten Suche und kann auf über zehn Jahre Erfahrung im Onlinemarketing zurückblicken. Anfangs war er für einen Onlineshop tätig, hat aber schnell gemerkt, dass die Sicht auf viele und unterschiedliche Kundenaccounts in einer Agentur spannender und vielfältiger ist. Mit viel Einsatz und Spaß arbeitet Marcel mit seinem Team sehr erfolgreich an großen und kleinen SEA-Accounts und freut sich mit seinen Kunden, wenn die vielen Regler und Schalter zu der gewünschten Performance im Kundenkonto führen. Sein Motto ist: Performance in der Suchmaschinenmarketing ist Fleißarbeit.

Dmytro Tonkikh
PPC Automation specialist,
Dmytro Tonkikh

Dmytro Tonkikh is a PPC Automation specialist at and ЛУН. provides best-in-class real estate search services in 30 countries around the world.  ЛУН is the parent brand of, based in Kyiv, Ukraine. Dmytro has written posts for and also has a telegram channel with his own Google Ads Scripts tips and tricks. His passion is creating simple, but effective custom Google Ads scripts for campaign management, performance and reporting.

Leo Jennings
Chief Commercial Officer, Brainlabs
Leo Jennings

Leo Jennings is Chief Commercial Officer at Brainlabs, a PPC agency and technology provider that’s out to change the future of advertising.  Along with her team she develops strategy to take already sophisticated advertisers to the next level, and has worked on briefs for clients including F1, Domino’s, Expedia, and Amex. After joining a team of 30 people in 2016 Leo has helped to grow Brainlabs to over 200 employees, as well as winning “Agency of the Year” at Masters of Marketing two years running and topping the Deloitte Tech Fast 50. Leo has previously spoken at Google, SearchLove Boston and PPC Chat Live on a wide range of topics from testing to attribution. She unconditionally loves testing and automation, but hates the overuse of the “AI” buzzword. She is the proud holder of the Brainlabs award for “Worst Selfie”.

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Oct 2, 2019
Advanced Google Ads Workshop with Brad Geddes
Brad Geddes
Brad Geddes
Oct 2, 2019
9:00 am - 5:00 pm
Advanced Google Ads Workshop with Brad Geddes

The Buyer Journey

We start the day looking at how people search and the overall buying funnel. We will examine funnels for different types of companies.

This information helps set the stage for the rest of the day as your keywords, ads, audiences, and attribution models all stem from how people search, research, and buy from your company.

Keyword & Search Query Management
The beginning of any PPC account starts with keywords. In this session, we’ll look at keywords, organization, the match type changes, how to manage these changes, and more.

Once you have keywords chosen, then you must manage the search terms. We’ll take an in-depth look at:

  • Search query workflows
  • Negative keywords and management
  • N-gram, bi-gram, and tri-gram analysis
  • Levenshtein distance

This analysis and workflow will ensure that you are controlling your ad serving as keywords move away from syntactic matching and more to semantic matching.

Everything You Need to Know About Creating & Testing Amazing Ads:
There’s a reason it’s called Google Ads, Bing Ads, and Ad Groups. The only part of your account that a searcher sees is your ads. We’ll cover how to:

  • Create compelling ads
  • How to use RSAs, ETAs, and 3rd headlines
  • Scientifically test ads for small to enterprise accounts
  • Find & use insights from ad testing data

It doesn’t matter if you have 10 ads or 10 million; we will go through how to test individual ad groups, and test at scale so you can pull customer insight data for your account.

Audience Targeting Strategies
Audience targeting should be part of your PPC strategies. We’ll examine display remarketing, remarketing list for search ads, customer match, demographic targeting, and other audience options.

We’ll walk through an enterprise account’s audience targeting strategy from list creation to audience execution. This will help lay the groundwork for upping your audience creation and execution.

We’ll relate these features back to the customer journey so you can fill your funnel with users based upon where your want to increase your funnel size.

Diagnosing Data Changes
When your conversions drop, do you know exactly why that happened? When your impression share decreases but your conversions go up, can you quickly track down why that happens so you can take advantage of the trend?

Your data is constantly changing and in PPC; all the data is intermixed with various cause and effects. We’ll walk through how to examine the interrelatedness of metrics so you can understand what is the root cause of your data changes.

Scaling Accounts
How do you take an account from 1,000 keywords to 100,000 or more?
How to you create ads that are related to your growing number of keywords?

Scaling accounts is laying out a plan, creation processes around that plan, and executing that process in a highly consistent, yet creative, manner.

In this session; we’ll take a look at a small company that went from under 1000 keywords to more than 400,000 keywords across multiple countries and how they managed to scale not only their keywords, but their ads, ad extensions, and grew considerably.

Automating Your Account:
There are many tasks to accomplish when managing a successful PPC account. Some of these tasks should be fully automated while others should be semi-automated or even manual. In the era of machine learning and AI; humans need to spend their limited time wisely and leverage automation where appropriate.
In this session, we’ll cover:

  • The types of automation
  • How and when to fully automate tasks
  • What tasks should leverage semi-automation and filters

This section will cover many aspects of Google Ads from bidding to ad testing to search terms management to reporting.

By the end of the session, you will know when and how to leverage automation for many aspects of your Google Ads account.

Networking Opportunities:
Conferences are fantastic places to network and meet fellow practitioners of online marketing. Lunch will be provided so you can spend time getting to know your fellow attendees.

Open Q&A:
You will have the opportunity to ask questions as we go throughout the agenda during the day; and we will end the day with an open Q&A session so you can make sure your specific questions are answered.

Oct 2, 2019
Advanced Technical SEO 2019
Bastian Grimm
Bastian Grimm
Oct 2, 2019
9:00 am - 5:00 pm
Advanced Technical SEO 2019

This one-day workshop focusses on technical SEO at the highest level as well as the discussion of current SEO trends and changes.


Workshop content

  • Crawling & indexation: best practices for controlling web crawlers
  • Robots.txt & robots meta tags
  • Canonical tags
  • X-robots header
  • Crawler control tips & tricks (PRG, etc.)
  • Log file, crawlability & crawl gap analysis / auditing
  • Which pages should be included in the Google index and why?
  • Crawlability is not the same as indexing: solutions to the dilemma
  • HTTP response codes – obstacles & facts worth knowing
  • 3XX: redirects (incl. maintenance, redirect chains, domain migrations)
  • 4XX + 5XX: proper handling of error codes (incl. retry-after, 404 vs 410, etc.)
  • What else is there and what can I use it for?
  • Internal linking
  • Best practices & strategies
  • Identify weak spots and opportunities
  • Link control & link hubs
  • Pagination done right
  • Technology
  • Welcome to the “Mobile First Index ” – what do I need to know?
  • JavaScript SEO – angular, react & other JavaScript craziness
  • Speed, speed, speed
  • Basic things that everyone should do, but only a few people are aware of
  • Performance Optimisation Best Practices (Critical Rendering Path, etc)
  • Site speed “2.0“ – HTTP/2 and other new performance optimisation strategies
  • International
  • Hreflang / geo setups
  • Multi-domain setups
  • Latest updates discussion


Target group

  • In-house SEOs with more than two years of experience who want to take their SEO knowledge to the next level
  • SEOs who have been working in agencies for at least two years and would like to deepen their SEO knowledge

SEO beginners with less than two years of experience might eventually have problems following us. Of course, everyone is most welcome to join us. However, please be aware that we will try and get through a lot so that we will have a tight schedule that day. Unfortunately, there will not be enough time to explain bas

The Venue

nhow Hotel Berlin

Stralauer Allee 3
10245 Berlin




+49 (0)30 290 299 0


We have blocked a number of hotel rooms for SMX Advanced attendees and speakers – so seize the chance to travel to the conference each morning from the comfort of your room by elevator.

Rooms can be booked at special conditions (159.90 Euro per single room/night incl. breakfast).


Stralauer Allee 3, 10245 Berlin, Deutschland


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