For the first time in its 20-year history, SMX Advanced is expanding to a two-event schedule in 2027. The premier search marketing conference will host a West Coast edition in San Diego this March and an East Coast gathering in Boston come September, giving senior search practitioners easier access to advanced tactics and networking.

Rising paid search costs are not just due to increased competition, but also a result of pre-auction dynamics, including AI Overviews, shrinking organic click volume, and stronger brands competing for commercial traffic.