1. A method of optimizing content selection infrastructure, comprising: retrieving, by an entity engine executing on one or more processors of a data processing system, a search query report that includes 1) a plurality of queries corresponding to selected content items of a content campaign, and 2) a performance metric for each of the plurality of queries determined based on a performance of the selected content items of the content campaign; determining, by the entity engine using a database, an entity for each query of the plurality of queries, the entity having a unique identifier indicating a classification based on a domain, a type and a property that establishes a relationship to at least one other entity stored in the database; generating, by a cluster engine executing on the data processing system, using a clustering technique applied to the unique identifier indicating the classification of the entity for each query of the plurality of queries, a first subset of the plurality of queries and a second subset of the plurality of queries, wherein the plurality of queries are separated into the first subset and the second subset based on the classification indicated by the unique identifier of the entity for each query of the plurality of queries; generating, by the cluster engine based on the performance metric for each of the plurality of queries, a first performance metric for the first subset and a second performance metric for the second subset, the first performance metric different from the second performance metric; providing, for display via an interface, the first performance metric and the second performance metric; receiving, by the data processing system, based on the first performance metric, a selection of a semantic criterion associated with the first subset generated based on the classification indicated by the unique identifier of the entity for each query of the plurality of queries; and updating, by the data processing system, the content campaign to include the semantic criterion.