Contextual targeting

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 webpage to determine its central theme, which is then matched to your ad using your keywords and topic selections, 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.

More about contextual targeting