Agenda Preview 2025
Check out the first sessions for SMX Advanced Europe. The full agenda will be published soon. Want to be the first to know? Sign up for our newsletter!
Opening Keynote: Tectonic Shifts? Great Marketing has Always Thrived on Disruption
Summary:
Every brand wants it all—fast results, sustained growth, hyper-aggressive KPIs, long-term profitability, scalable CAC and ROI, all expanding in a neat, predictable line. But reality? It’s never that simple. And now AI is the latest disruptor and changes everything…well, not really! Integrated Paid, Organic and Social Marketing is (has always been) the marketers’ superpower. And us marketers are best equipped to navigate AI since we’ve been using it since the dawn of digital. AI isn’t rewriting the rules; it’s just accelerating what great marketers have always done best: adapting, iterating, and executing with precision.
So get ready for a wild ride (which Marty’s keynotes always are) and learn why AI is an evolution, not a revolution. Want more good news? Ads, SEO & Social aren’t dead—they’re evolving; You can master the organic squeeze by beating the fight for free traffic with AI-driven content, vertical AI agents, and advanced user journey mapping; AI should be your Co-Pilot – using automated content drafting and multilingual strategies while keeping human creativity at the core is the key; you will thrive through change – marketing has evolved for 50+ years—this is just the next phase. The strongest brands won’t resist AI; they’ll leverage it to lead.
Marty Weintraub
Speaker/s:
Nils Rooijmans, Water Cooler TopicAdvanced Optimizations for Performance Max campaigns using scripts
Summary:
Want to regain control over Performance Max and make this campaign type work to optimize _your_ profits? Look no further!
Join scripting wizard Nils Roojmans as he opens up the black box of Google PMax campaigns and shares his advanced optimization strategies and script library to help you optimize performance. You’ll learn about advanced strategies and tactics for optimizing your PMax campaigns. Discover how to use scripts to improve the input for the PMax algorithm, monitor performance, and adjust settings when needed. After this session, you’ll be able to:
• Understand the algorithms behind PMax
• Use a set of provided tactics and scripts to optimize your campaigns with newfound efficiency
• Manage PMax budgets to grow revenue and profits, reducing wasted ad spend
Speaker/s:
Russell McAthy, Ringside DataMastering Data for Smarter Decisions: Fixing the 3 Most Common Analytics Pitfalls
Summary:
In order to make good business decisions, you need sound logic and robust data – but sadly, all too often, both are in short supply. Based on his work with hundreds of companies, Russ is here to highlight the 3 most common data problems, and how to fix them. He’ll be covering: funnels and KPIs; how to manage and understand search performance in a cookie-less world; and, most importantly, how to determine which steps of your users’ journeys actually impact conversions. Whether you are a PPC or SEO expert, this session is highly relevant to everybody.
Speaker/s:
Gianna Brachetti-Truskawa, DeepL SEWill It Crawl? Debugging Big Brand Bot Issues
Summary:
It’s time to uncover and eliminate the hidden barriers that prevent search engine bots from efficiently crawling enterprise websites. Gianna will guide you through a proven, hands-on framework for tackling complex infrastructure challenges—even when your engineering team isn’t exactly eager to talk SEO.
In this session, you’ll learn how to:
- Diagnose crawl issues across CDN, load balancer, and server layers
- Apply targeted, layer-specific fixes to improve bot accessibility
- Set up monitoring systems to detect and prevent future crawl roadblocks
- Whether you’re a technical SEO embedded in a large organization or working agency-side with enterprise clients, this session will equip you with the tools and tactics to stay ahead of crawl issues before they impact performance.
Speaker/s:
Niki Grant, ClicktechDon’t Put All Your Ads in One Basket: The Case for a Multi-Search Approach
Summary:
For years, search marketers have defaulted to a Google-first (or Google-only) strategy. But, once synonymous only with Bing, IT-controlled corporate desktops, and those who didn’t know how to change their default search engine, Microsoft has made some bold strides in recent years, spotlighting Microsoft Advertising as a reinvigorated contender for Search budgets. In an era of rapid AI advancements, shifting user behaviours, and unpredictable platform changes, relying too heavily on one ecosystem is a risk advanced marketers can’t afford. In this session, Niki will focus on Microsoft’s evolving search and advertising landscape—fuelled by AI-powered Copilot, deep integrations across its ecosystem, and data-rich acquisitions like Activision Blizzard. Join us for a deep dive into the opportunities (and challenges) of expanding your advanced search marketing playbook. We’ll explore how Microsoft’s latest developments impact search, where early adopters are gaining an edge, and what you need to do to stay competitive in a multi-engine world.