Choose keywords for Display Network campaigns

Alert: Beginning in April 2019, all ad groups targeting audience keywords will be automatically migrated to custom intent audience segments. Learn more about the migration here.


Display Network keywords help you connect your campaigns to likely buyers.

For example, if your most likely customers hike, you might add keywords around hiking or the outdoors. Google Ads will find relevant websites that include your keywords as well as relevant audiences interested in those keywords. Try to pick keywords that are relevant to entire ad groups, and not just a single ad.

This article explains how to use keywords on the Display Network.

How it works

Keywords are one of the targeting options on the Display Network. Sometimes your ads may show on placements that seem unrelated to your keywords. Depending on your keyword setting, your ads instead may show to audiences based on their recent browsing history or other factors, rather than the content of the page that they’re currently viewing. Learn more at About contextual targeting.

When choosing keywords for your Display Network campaigns:

  • Create ad groups for your products or services so we can show ads related to them.
  • Choose keywords that you imagine could appear on websites where your customers might browse.
  • Get additional ad group and keyword ideas.
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