About topic targeting

Just like your business caters to certain customers, your customers may be interested in certain topics. Topic targeting lets you place your AdWords ads on web pages, apps, and videos about those topics, whether it's agriculture, music, or something else entirely.

This article gives an overview of topic targeting. You can use this feature in Display Network or Video campaigns. For step-by-step instructions, jump to Target websites about relevant topics.

Topic targeting allows your ads to be eligible to appear on any pages on the Display Network or YouTube that have content related to your selected topics. As content across the web changes over time, the pages on which your ads appear can change with it. To display your ads on those pages, simply select one or more topics that you find relevant for your ads.

Example

By targeting the "Autos & Vehicles" topic, for instance, you enable your ad to appear on any Display Network website or other placement that includes content about cars or other automotive themes. You can also select more precise subtopics, such as Trucks & SUVs, Commercial Vehicles, or Motorcycles.

Why target topics

  • You'd like to show your ads on a broad set of websites related to certain topics.
  • For example, if you sell bicycles and know that your customers also like hiking and camping, you can try advertising on a large number of websites by selecting the Hiking and Camping subtopic to show your ads on webpages about this topic.
  • You'd like to quickly ramp up your ad delivery.
  • If you'd like to prevent your ads from appearing on pages about specific topics that aren't performing well or are unrelated to your business, you can exclude those topics

How much topic targeting costs

Pricing for targeting by topics works the same way as pricing for other types of targeting. You set your bid or choose an automated bid strategy, and the AdWords system will show your ad on pages on the Google Network with content about that topic where your bid can win a position. A popular topic may have thousands or even tens of thousands of pages where your ad could appear.

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