To help you reach more potential customers, your ads will now show on content that matches any of the topics, placements, or display, video or search keywords that you target. For example, if you targeted 'bikes' as a topic and 'cycling' as a display, video or search keyword, your ads will show on content that matches either.
You’ll also notice contextual targeting simplified into a single page in Google Ads, so that you can manage all content targeting types (topics, placements, display or video keywords and exclusions) in a single view. You can find the Content page under the 'Audiences, keywords and content' drop-down menu within the Campaigns 
Note: To help you find more conversion opportunities for your video campaigns that drive conversions only, you’ll no longer be able to add content targeting to new and existing video conversion campaigns. From early 2023, all existing content targeting settings has been automatically removed from video campaigns that drive conversions. To manually remove content targeting from existing conversion campaigns, go to your ad group settings. Learn how to optimise your video campaign for conversions.
The process that matches ads to relevant sites in the Display Network using your keywords or topics, among other factors.
- Here's how it works: Google's system analyses the content of each web page to determine its central theme, which is then matched to your ad using keywords or topic selections you added in the 'Content' section, your language and location targeting, a visitor's recent browsing history and other factors.
- Google Ads uses contextual targeting when an ad group has keywords or topics and its campaign is set to show ads on the Display Network.
