Ad account structure determines how campaigns and groups are divided and where budgets and strategies are set. Historically, accounts were split as finely as possible so that every keyword could be managed separately. With automated bidding strategies, this stopped making sense, because fragmentation means few conversions per campaign and the system has nothing to learn from. Today the breakdown is derived from what you actually need to manage separately: by product lines with different margins, by markets or languages, by stage of the decision process, and by where you want a separate budget. If you are not making different decisions between two campaigns, they belong in one. Simplify the structure gradually, not all at once, so you do not restart learning everywhere simultaneously.
See also: Smart bidding (automated bidding), Budget pacing, Audience exclusion.
