Country expansions, new product lines, rebates, and other new focus areas may require a change in account structure to more closely match new goals.
As with strategy changes, keep in mind that changing the structure will also change the way you analyze data or perform KPI analysis through reports.
This may be the case when the report requires segmentation that is not included or cannot be easily replicated or requires a lot of effort to maintain consistently.
3.- Better use of advanced Google Ads features
As you know, Google Ads releases new features that may not be compatible with your account structure.
To give some very drastic examples, some of thailand telegram group the changes in recent years have been the introduction of geographic bid multipliers or the introduction of Shopping campaigns (e-commerce only) and where significant changes are required for almost all accounts.
What benefits will a restructuring give you?
1.- Improving quality levels
The more closely related the keywords in an ad group are, the more relevant the ads will be to that group and, therefore, to the user.
Ad groups that have related keywords and ads have a higher quality score.
This increases the overall ranking of the ads and allows us to have lower bids than our competitors for the same or better positions in the search engine.
The quality level may have small increases almost immediately after a restructuring for the better.