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Not everyone has this feature yet. If you don't, don't worry—it's coming soon!
When you first get started with smart campaigns in Microsoft Advertising, you're in Smart Mode. 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.
Expert Mode is the full-feature Microsoft Advertising experience. It gives you more control over campaign management, lets you add more content to your ads, and provides much more in the way of performance reporting and tracking.
People starting out in Microsoft Advertising can take three different paths:
|Path 1||Path 2||Path 3|
|Some people who are already familiar with online marketing will opt to start off in Expert Mode.||Some people will start off in Smart Mode, learn more about online advertising, and at some point decide to switch from Smart Mode to Expert Mode.||Some people will choose to stay in Smart Mode.|
Each path leads to success! Which you choose depends on what features are important to you and how much time you're willing and able to devote to advertising.
|Smart Mode||Expert Mode|
|Content you can have in your ads||Text, phone number||Text, phone number, images, maps, links to different parts of your website, reviews, dynamic text and information (such as prices) customized for the person looking at your ad|
|Ad campaign types you can use||Text ad search campaigns||Text ad search campaigns, shopping campaigns, audience campaigns|
|What determines how much you pay for each click||Bidding (setting how much each click is worth) is completely handled by Microsoft Advertising||You can set bids manually or choose from several different automated bid strategies, based on your budget and business goals|
|How you can target your ads||By customer location, your business category, products/services||By customer location, day of the week or time of day, device type, age, gender, LinkedIn profile information, past interaction with your website (remarketing), and more|
|What campaign performance metrics are available||Spend, clicks, impressions, search phrases, phone calls, device type—each in a separate module||Dozens of additional metrics, and the ability to run reports (automatically, if you choose) on any combination of them|
To switch from Smart Mode to Expert Mode: