❓ 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.
🏆 Top Contributors
This section highlights the campaigns and ad groups that generate the majority of your results — often defined as the top 80% of total conversions.
Bar charts visualize which campaigns and ad groups contribute the most to your selected metric. This allows you to:
Understand which parts of your account drive the most value
Identify underperformers that may not be worth maintaining
Prioritize where to focus your optimization efforts
🔍 Ad Group Conversion Shares
The Ad Group Conversion Shares chart visualizes the relationship between conversion share (X-axis) and click share (Y-axis), using bubble clusters to group ad groups with similar performance characteristics.
X-axis: Conversion Share (%) – how much of the account’s total conversions the cluster is responsible for
Y-axis: Click Share (%) – how much of the account’s total clicks the cluster receives
Bubble size: The number of ad groups within the cluster — larger bubbles represent more ad groups
Hovering over a bubble shows:
Average Conversion Share and Click Share for the cluster
Total Clicks and Total Conversions from all ad groups in the cluster
A preview of top-performing ad groups within the cluster (names anonymized)
This view helps you:
Identify well-performing clusters that attract quality traffic and drive results
Spot clusters that receive clicks but underperform in conversions
Make data-driven decisions on where to optimize or consolidate
🧩 Consolidation & Segmentation Suggestions
The Consolidation & Segmentation tab identifies ad groups with low recent activity — for example, those with fewer than 3 conversions in the last 30 days.
A table view lists these ad groups alongside their campaign, account, and performance data. You can:
Apply filters to define low performance (e.g., conversions < 3)
Sort the table by campaign, ad group, or metric
Use quick filters to highlight candidates 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