Agenda Preview 2025
Check out the first sessions for SMX London 2025. The full agenda will be published soon. Want to be the first to know? Sign up for our newsletter!
Speaker/s:
Matthew Brown, MJBLabsMaking Sense of Google’s AI Overviews: Traffic, Impact & Strategy
Summary:
Are you worried about how Google’s AI Overviews will affect your content visibility and traffic? You’re not alone, and Matthew is here to help! In this session, he will show you how to gather data to assess AI Overviews’ effect on search traffic potential and how to package your findings to present them to your executive team and other stakeholders. Using data across multiple industries and real-world examples, Matthew will illustrate which strategies can win AIO visibility and which ones to avoid. Whether you’re running a major media outlet, managing a B2B content hub, or publish guides and blogs for niche audiences, this session will give you the tools and strategic insights to stay ahead of the curve.
Speaker/s:
Samantha Noble, Biddable MomentsAvoiding Common Pitfalls With Performance Max Campaigns
Summary:
Everyone who is running Performance Max campaigns on Google knows that it is a bit of a black box. Still! But, there are a number of things that you should be doing that will not only help setting campaigns up for success. but also help YOU to be in control (and not Google).
During this session Sam will be discussing: The structure and segmentation of campaigns and asset groups; best practices for image and video assets; the pros and cons of utilising AI; how to run your campaigns alongside other campaign types (or is it better to run them in a silo?); the mechanics of audience signals; Sound like a lot? It will be – but after this action packed session, you will know how to effectively run Performance Max for eCommerce and Lead Gen businesses.
Speaker/s:
Lars Maat, Maatwerk OnlineBigQuery in a PPC landscape
Summary:
BigQuery has been a game-changer for data analysts for years—so why aren’t more PPC specialists leveraging its power? Lars is here to change that. In this session, he’ll break down how you can use BigQuery to process massive datasets effortlessly, automate reporting, and unlock insights that traditional tools can’t provide. Expect practical tips, real-world applications, and best practices to supercharge your PPC campaigns from day one. Whether you’re new to BigQuery or looking to refine your skills, this session will take your PPC analysis to the next level.
Speaker/s:
Myriam Jessier, PragmReshaping SEO for Multimodal Search
Summary:
Human-machine communication evolved to combine multiple modes of search. Consumers no longer rely on brands to spell it out! They can access instant intel that used to take serious Reddit detective work or a slew of support tickets. In this talk, Myriam Jessier will present the key “modes” of multimodal search and how multimodal queries are changing user intent signals. You’ll be walking away with a clear grasp on what multimodal search entails; how it combines various input methods such as text, images, voice, and video, insight into how multimodal search aligns consumer behaviours and a search framework mapping out the main multimodal scenarios.
Speaker/s:
John Moran,Feeder Strategy: Lowering CPC on Google Ads for Maximum Outcome
Summary:
Have you heard of the Feeder strategy? It is certainly a well discussed concept and John is here to share the core principles including structure, targeting, and testing as well as advanced tactics for building multi-layered funnels that guide audiences from awareness to conversion. Get ready for actionable insights on
How to use search and standard shopping to focus on scaling only cold traffic
How to leverage Performance Max’s disadvantages of over remarketing
How to feed your Google account’s own Tag with potentially ready purchasers to capture more market share
How to remain in control with placement, channel and search terms
Whether you run lead gen or eCommerce accounts – this might be your golden nugget(s) session.
Speaker/s:
Amy Stamper, ImpressionThe Truth Hurts but there is a Cure: Breaking Free from Misleading Ad Results with First Party Data Measurement
Summary:
Measurement is keeping us on our toes – with the spectre of cookie deprecation hovering over us, and AI and signals taking over from traditional attribution. For anyone running paid media, particularly upper-funnel social or brand or generic PPC, video or YouTube campaigns, this is worrying! It’s time for agencies and in-house to evolve measurement using first-party data. Amy will be bringing new measurement strategies to life with a case study from Norse Atlantic Airways & sharing tips suitable for any vertical & brands either ends of the brand/performance spend spectrum. She will explain how measurement issues were overcome, including diving into Geo-testing to understand the incremental impact of paid social (Meta/TikTok). If you’re ready to level up your media effectiveness maturity journey, then this is the session not to miss.
Speaker/s:
Amanda Farley, aimClearIntegrated Marketing in the AI Era – The Playbook for Paid + Organic Synergy
Summary:
Breaking down silos between paid and organic has always been a priority—but AI is fundamentally changing how fast and effectively we can do it. No more disconnected teams, manual coordination, or missed opportunities. AI shapes a search ecosystem, that automates, optimizes, alignings teams, simplifies execution, and maximizes cross-channel firepower
In this session, Amanda Farley will show you how to harness AI to seamlessly unify paid and organic strategies, eliminating inefficiencies and unlocking massive growth. You’ll discover how AI can create a unified strategy that reduces waste and maximises ROI, enhances audience insights, optimises spend, and fosters structured collaboration for greater efficiency and revenue. And of course, Amanda will bring some case studies of brands that are already thriving with AI-powered paid and organic strategies.
Speaker/s:
Lidia Infante, SurveyMonkeySEO and Brand Sitting in a Tree K-I-S-S-I-N-G
Summary:
Brand is emerging as the third pillar of SEO, alongside content and technical optimisation at a great taking pace. Search engines and large language models interpret brand strength through links, mentions, and how your brand connects to other known concepts via entities, proximity, and vector embeddings. In this session Lidia will provide an overview of studies that demonstrate the strong correlation between brand and SEO performance. As search behaviour shifts beyond traditional engines into platforms like Instagram, Pinterest, TikTok, and LLMs, understanding and enhancing your brand presence becomes more essential as ever before. You’ll walk away with actionable tips including how to implement organisation schema for SEO, optimise your social media profiles, and amplify content distribution to build brand visibility across all search surfaces.