Step 1: Log into Your Google Ads Account

1. Go to the Google Ads website.
2. Enter your email address and password associated with your account.
3. Click Sign In to access your dashboard.

Step 2: Access Your Current Account View

1. Once logged in, you'll see the default Smart Mode interface if you’re a new or less experienced user.
2. Smart Mode is streamlined but limits access to many advanced features.

Step 3: Locate the Switch to Expert Mode Option

1. In the lower-left corner of the Smart Mode interface, look for the Settings or Tools option (often represented by a gear or wrench icon).
2. Click on it to open the settings menu.

Step 4: Choose Expert Mode

1. In the settings menu, select Switch to Expert Mode (it may be labeled slightly differently depending on updates to the interface).
2. Confirm your choice when prompted.

Step 5: Explore the Expert Mode Dashboard

1. Once in Expert Mode, you’ll see a more complex interface with tabs like Campaigns, Keywords, Audiences, and more.
2. This layout provides full control over campaign creation, bidding strategies, and ad targeting.

Step 6: Set Up Your First Campaign in Expert Mode

1. Click the + New Campaign button.
2. Choose your campaign goal (e.g., Sales, Leads, Website Traffic) or select Create a campaign without a goal's guidance for full customization.
3. Configure settings such as campaign type, bidding strategy, budget, and targeting.

Step 7: Familiarize Yourself with New Tools

Spend time exploring advanced tools like:

• Keyword Planner: For keyword research and optimization.
• Audience Manager: For creating custom and remarketing audiences.
• Performance Reports: For detailed campaign analytics.

Experiment with features like ad scheduling, advanced bidding, and campaign experiments.

Tips for Using Expert Mode Effectively

Switching to Expert Mode is just the beginning. To make the most of its advanced features, follow these strategies:

1. Plan Campaigns Strategically

• Why? Expert Mode offers more control, but it also requires careful planning.
• How? Define clear goals, such as increasing sales or website traffic. Use these goals to select campaign types (e.g., Search, Display, or Video).

2. Leverage Advanced Targeting

• Why? Expert Mode enables precise audience targeting.
• How?

1. Use Audience Manager to create custom or remarketing lists.
2. Refine targeting with demographics, interests, and geographic locations.
3. Use In-Market Audiences to reach users actively searching for products or services.

3. Use Advanced Bidding Strategies

• Why? Automated and manual bidding options help you optimize for your goals.
• How?

1. For conversions, use Target CPA or Maximize Conversions strategies.
2. For visibility, use Target Impression Share or Manual CPC for greater control.
3. Regularly review and adjust bids based on campaign performance.

4. Master Ad Extensions

• Why? Extensions improve ad visibility and click-through rates (CTR).
• How?

1. Add Sitelinks, Callouts, and Structured Snippets to provide more information.
2. Use Location Extensions to drive local traffic and Call Extensions for easy contact.

5. Use Advanced Tools for Optimization

• Why? Expert Mode gives you tools to refine campaigns for better results.
• How?

1. Utilize the Keyword Planner to identify high-performing keywords.
2. Analyze Search Terms Reports to find and exclude irrelevant queries.
3. Experiment with A/B Testing to compare different ad creatives or strategies.

6. Monitor and Adjust Regularly

• Why? Consistent tracking helps identify what’s working and what needs improvement.
• How?

1. Use the Performance Dashboard to track metrics like CTR, CPC, and ROI.
2. Optimize underperforming ads by tweaking copy, targeting, or bidding strategies.

7. Explore Automation Features

• Why? Automation saves time while improving campaign efficiency.
• How?

1. Enable Smart Bidding to optimize for conversions in real time.
2. Use Responsive Search Ads to let Google automatically test and serve the best-performing combinations.