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Microsoft Advertising | Manage ads | Manage campaigns
Tools in Microsoft Advertising for creating, editing, and optimizing ad campaigns
Hi LEEeUJ,
Thank you for using our Microsoft Advertising Community Forum!
I understand that you want to switch your Microsoft Advertising account from Smart mode to Expert mode.
Your Microsoft Advertising experience will slightly differ depending on the mode that you're in. Each mode represents how much time you're willing and able to devote to advertising, as well as goals you have and features you prioritize. Get familiar with the different modes below, as well as how to switch them.
Switch from Smart mode to Expert mode
Your business can benefit from any of the campaign modes offered by Microsoft Advertising. However, if you desire a specific mode that best fits your advertising goals, here's how you can switch.
- From the side menu, select Upgrade to Expert mode.
- Select Switch to Expert mode when prompted to confirm that you're sure you want to switch to Expert mode.
Alternatively, you may have the option of clicking on Tools > Switch to Expert Mode.
Please note that the mode you're in upon signing up for Microsoft Advertising may vary depending on your location. Smart mode is only available in Australia, Canada, France, Germany, Ireland, Italy, Netherlands, New Zealand, Singapore, the United Kingdom, and the United States. Smart mode is a streamlined, simple experience that lets Microsoft Advertising's AI take care of most of the nuts and bolts of ad campaign management. It's a great way for small businesses and novice advertisers to start off advertising on the Microsoft Search Network. (Smart mode can also include Multi-platform in some markets. Learn more about Multi-platform). If you already have Multi-platform (via Smart mode), then you can create new Expert mode accounts. If you decide to create new Expert mode accounts, you'll be able to access your Multi-platform account. However, you'll be unable to merge information between Multi-platform (via Smart mode) and Expert mode accounts. This means that all Multi-platform information (including all campaigns, coupons, data, promo codes, etc.) won't switch over to Expert mode. Learn more about the difference between Smart mode and Expert mode. Expert accounts give you more control over Microsoft Advertising campaign management and reporting, including additional ad types, audience targeting, conversion goals, and performance reports. You can also import from Google Ads and Facebook Ads in an Expert account. However, Expert accounts don't support management of social networks or showing ads in other platforms such as Google, Facebook, and Instagram.
Expert mode is the full-featured Microsoft Advertising experience. It gives you more control over campaign management, lets you add more content to your ads, and provides more performance reporting and tracking. Expert mode is perfect for advanced marketers and advertisers who want to fine-tune every aspect of their campaign.
Comparing Smart mode and Expert mode
| Smart mode | Expert mode | |
|---|---|---|
| Content you can have in your ads | Phone number, text | Images, maps, phone number, prices, reviews, and text |
| Ad campaign types you can use | Advertisers using Smart mode with Multi-platform can create search campaigns for Bing (required) and Google (optional), and social campaigns for Facebook and Instagram (both optional). | Audience, search, and shopping campaigns |
| What determines how much you pay for each click | Microsoft Advertising's optimization determines your bid amount. | You can set bids manually or choose from several automated bid strategies. |
| How you can target your ads | By age, customer location, gender, and keyword themes | Age, customer location, day of the week or time of day, device type, gender, LinkedIn profile information, and past interaction with your website (remarketing) |
| What campaign performance metrics are available | Clicks, customer action tracking (conversions), device type, impressions, phone calls, search phrases, and spend | Dozens of additional metrics, and the ability to run reports (automatically, if you choose) on any combination of them. |
| How you create a campaign | Specify the campaign basics (ads, budget goals, keyword themes, targeted locations, website) with suggestions from Microsoft Advertising based on your business website. You can also import campaign data from Google Ads. | Specify all details of a new campaign or review all details of an imported campaign. You can also import campaign data from Facebook Ads and Google Ads. |
| Can use Microsoft Advertising Editor and other third-party tools | No | Yes |
For further information, please see the following help pages:
Get to know your Microsoft Advertising account modes
Our support teams are happy to discuss your account in more detail via phone, chat or email to provide review assistance, please see our support page to reach out!
I hope the information provided here will at least partly answer your question. If you have any additional questions please do not hesitate to reach out to our support. I have also sent you a private message asking for further details. You are more than welcome to respond to me in case you want to discuss anything else.
Kind regards,
Vahid | Microsoft Advertising Support Specialist | 800-518-5689