Google Ads Expert Mode: How to Switch & Smart Mode vs Expert

Google Ads Expert Mode unlocks the full range of features and functionalities. If you’re looking for more control and customization over your ad campaigns, switching to Expert Mode is the way to go. In this article, I will guide you on the easiest and quickest way to switch to Expert Mode, along with solutions for the issue of Expert Mode not showing up.

Quick summary:

• Google Ads Expert Mode gives you more control over keywords, bidding, targeting, campaign settings, and reporting.
• You can switch to Expert Mode during account setup or from your account settings when the option is available.
• Once you switch to Expert Mode, you cannot switch the account back to Smart Mode.
• If the switch option does not appear, you may already be in Expert Mode or Google may have changed where the option appears in the interface.
• Smart Mode is simpler and more automated, while Expert Mode is better suited to advertisers who need more control over campaign management.

What to Expect in Expert Mode?

Expert Mode offers a significant increase in features and functionalities compared to Smart Mode. Here’s a glimpse of what you can expect:

Keyword Match Types

Smart campaigns use keyword themes to help Google understand the searches your business should appear for. In Expert Mode, Search campaigns give you more direct control through broad match, phrase match, and exact match keywords.

This makes it easier to refine how closely a user’s search needs to match your keywords and gives you more control over search traffic.

Negative Keywords

Smart Campaigns already allow you to exclude irrelevant searches through negative keyword themes. In Expert Mode, you get more granular control with standard negative keywords, which can be applied at the campaign, ad group, or account level depending on the campaign setup. This makes it easier to block irrelevant search terms and reduce wasted ad spend.

Ad Assets

Ad assets add useful information and extra ways for people to interact with your ads, such as sitelinks, call buttons, images, and location details. They can make your ads more prominent in search results and give users more reasons to engage with your business.

How to Switch to Expert Mode in Google Ads?

Google Ads undergoes regular updates and changes, introducing new interfaces and formats to users creating ad campaigns.

There are 2 versions of Google Ads: Smart Mode and Expert Mode. Upon account creation, users are initially placed into Smart Mode, but switching to Expert Mode is simple.

When beginning an ad campaign and setting up an account for the first time, users encounter the following page upon signing in and creating a profile:

At the bottom of the page, there’s an option to transition to expert mode. Clicking on this setting is important because, without it, the entire ad campaign creation process will remain in smart mode.

Given that Google Ads frequently updates its interface, it’s important to note that some guides may become outdated. The image above depicts the newer version of Google Ads, while the image below represents a more dated version. Both are accessible to users and serve the same purpose of crafting effective advertisements.

Why Google Ads Expert Mode not Showing?

You’ve logged into Google Ads, ready to dive deep into your campaign settings, only to find… no “Switch to Expert Mode” button. Don’t panic! This isn’t necessarily a glitch. Here’s what might be happening and how to navigate it.

Why You Might Not See the Button

There are a couple of reasons why the “Switch to Expert Mode” button might be missing:

1. You may already be in Expert Mode: If your account gives you access to detailed campaign settings, keywords, bidding strategies, assets, and advanced reporting, you are likely already using Expert Mode.
2. Account Setup: New Google Ads accounts might default to Smart Mode for a smoother initial experience.
3. Interface Updates: Google occasionally updates the interface. If you haven’t used the platform recently, the layout might have changed.

How to Find the Hidden Switch

Here’s how to find the hidden switch depending on your situation:

New Account

If you’re using a new account, you might not need to switch modes at all. Google tailors Smart Mode for beginners, offering simplified campaign creation and management. However, if you’re comfortable with more advanced options, explore the features available in Smart Mode first. You can always switch to Expert Mode later when needed.

Interface Update

If the interface has changed, the “Switch to Expert Mode” might be located differently. Here are some possibilities:

• Gear Icon: Look for a gear icon in the top right corner. Clicking it might reveal a “Settings” section with the “Switch to Expert Mode” option.

• Navigation Menu: Some updates might have moved the switch to a navigation menu. Explore the menus on the left or top of the screen for options like “Settings” or “Account Settings” where the switch might be located.

If you’ve checked all the above and still can’t find the switch, there might be a temporary issue with your account. Consider contacting Google Ads support for further assistance.

Google Ads Smart Mode vs Expert Mode?

When using Google Ads, you have the choice between Smart Mode and Expert Mode. Your decision between these 2 modes can significantly influence your business’s advertising outcomes.

About Smart Mode

Think of Smart Mode as the user-friendly companion for those new to Google Ads. It streamlines the campaign creation process, making it ideal for users with limited experience or simple advertising goals. Here’s a breakdown of Smart Mode’s key features:

• Ease of Use: Setting up campaigns is a breeze. Google handles most of the optimization, allowing you to get started quickly. Think of it as a point-and-click experience.
• Predefined Goals: Choose from clear, pre-defined goals like generating website traffic, increasing leads, or boosting brand awareness. No need to worry about complex bidding strategies.
• More Automation: Smart Mode gives Google more control over bidding, targeting, and campaign optimization, so advertisers have fewer manual settings to manage compared with Expert Mode.
• Targeting Controls: Smart Campaigns still support controls such as location targeting and exclusions, while keyword themes help Google match your ads with relevant searches. However, Expert Mode provides more detailed targeting and campaign controls.

Ideal for:

• Businesses entirely new to Google Ads
• Users with straightforward advertising goals (e.g., increasing brand recognition)
• Limited time or resources for in-depth campaign management

About Expert Mode

Expert Mode, as the name suggests, unlocks the full power of Google Ads. It’s designed for experienced users who crave complete control over every aspect of their campaigns. Here’s what awaits you in Expert Mode:

• Advanced Features: Access all campaign types, bidding strategies, targeting options, and ad formats. You can create Search Network campaigns for text ads, Display Network campaigns for visual placements, or leverage video ads on YouTube.
• Detailed Reporting: Dive deeper into campaign performance with comprehensive reports and analytics. Analyze metrics like impressions, clicks, conversions, and identify areas for improvement.
• Campaign Management Tools: Use advanced tools for bulk editing, scheduling ad delivery, and automating tasks to streamline campaign management.
• Steeper Learning Curve: The increased control comes with a complexity that requires a good understanding of Google Ads features and best practices. There’s more to manage and optimize compared to Smart Mode.

Ideal for:

• Experienced users comfortable with advertising platforms
• Businesses with specific advertising goals requiring precise control (e.g., targeting a niche audience with a high return on ad spend)
• Campaigns with complex bidding strategies or targeting a highly specific audience

Smart Mode vs Expert Mode?

The choice between Smart Mode and Expert Mode depends on your experience level and advertising goals. Here’s a quick guide:

• Start with Smart Mode if you’re a complete novice or have basic goals like brand awareness. It’s a fantastic way to get familiar with the platform and core advertising concepts.
• Graduate to Expert Mode as you gain experience and require more control over your campaigns. If you find yourself wanting to delve deeper into targeting options or optimize bids for better results, Expert Mode provides the necessary tools.

Please note that once your account is switched to “Expert Mode”, you cannot switch it back to Smart Mode. However, you can still make edits to your Smart campaigns within Expert Mode, similar to how you would edit any other campaign.

FAQs about Google Ads Expert Mode

Wrap up

Switching to Google Ads Expert Mode gives you greater control over keywords, campaign setup, bidding, targeting, assets, and reporting. It comes with a steeper learning curve than Smart Mode, but the additional controls can be valuable when you need to optimize campaigns more closely around performance goals.

If managing these settings takes too much time or your campaigns are not delivering the results you expect, Mega Digital’s Google Ads Management Service can help with campaign strategy, setup, optimization, and scaling.