Expert Mode is more suitable if you’re looking for more control over your campaigns. This option involves manual campaign management, but you can utilise third-party automation such as Bidnamic to take care of this.
Manual bidding gives advertisers the opportunity to have greater control over how much they’re paying for their campaigns, helping advertisers to target the most profitable CPC for their ads.
In contrast to Smart Mode, Expert Mode campaigns utilise the full range of Google Ads features and campaign types. However, this comes at a cost: manual bidding can be particularly time-consuming.
Advertisers using Expert Mode have more control over bidding, as well as more targeting options such as age, gender, and location. You can also make use of different keyword options: Expert Mode provides broad match, phrase match, exact match, and negative keyword match.