❓ What is Structure Optimization?

Structure Optimization helps you evaluate how your ad groups and campaigns contribute to overall performance. It reveals how conversions (or any selected metric) are distributed and uncovers opportunities to consolidate, segment, or restructure for better efficiency and impact.

📊 Metric Distribution Analysis

The Metric Distribution Analysis view shows how evenly performance is spread across your structure. You can select a date range, pivot by ad group or campaign, and choose a performance metric such as conversions or conversions value.

A distribution chart plots the percentage of total conversions against the percentage of ad groups or campaigns. The solid blue line represents your actual performance distribution. The dashed diagonal line represents a perfectly even distribution (e.g., 10% of ad groups deliver 10% of conversions).

The greater the gap between the actual and ideal lines, the more performance is concentrated in fewer ad groups, suggesting potential for simplification or improvement.Ddates for consolidation or segmentation

• This view is particularly useful for cleaning up unused or fragmented ad groups that are not contributing to results.

✅ Best Practices

• Consolidate ad groups with very low activity, especially when their themes overlap

• Model new ad groups on those in high-performing clusters

• Revisit structure optimization regularly to maintain a streamlined, high-performing account