About combining content targeting types

To help you reach a broader audience, you can use placement, topic, and keyword targeting to increase your ads’ reach. When you combine content targeting types in your ad groups, your ads will show on content that matches any of the topics, placements, or Display or Video keywords you target. For example, you can target “bikes” as a topic and “cycling” as a Display or Video keyword to show your ads on content that matches either.


  • Broaden your ad targeting and increase your ad group’s reach.
  • Show ads on sites using any of the placement, keyword, and topic targets you set.

How combining content targeting works

When you combine placements, topics, and keyword targeting to an ad group, your ads will show in:

  • Pages you specify
  • Content that is relevant to your keywords
  • Web pages, apps, and videos about topics you're targeting
  • A combination of all of the above

For example, if you own a running shoe store, you may target “racing website” for placements, “running” and “fitness” for topics, and “running shoes” for Display / Video keywords. You could combine these content targeting methods so your ads would show:

  • On websites for local race sign ups
  • When content is about running
  • On websites, apps, and videos about running shoes
  • On content related to your content targeting, like a YouTube video with marathon training tips

Learn more About targeting for Display campaigns.

Add and edit content targeting

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.


  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Audiences, keywords, and content drop down in the section menu.
  3. Click Content.
  4. Click the pencil icon Icon representing edit.
  5. Click Select an ad group, then select a campaign and ad group from the list that appears. You can also search for the campaign or ad group you want to update.
  6. In the “Edit Content” window, you can choose to edit your combination of “Placements”, “Topics”, or “Display/Video keywords” for a specific ad group.
  7. After you’ve added the content types you’d like to target in the ad group, select Done.

Monitor your performance data

You can review your performance data, including impressions, for all of your content targeting settings through the “Content” tab in the page menu on the left. The expanded table shows the performance and impressions of the individual content targeting type you’ve set up. Here’s how you review your ad group’s data:

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Audiences, keywords, and content drop down in the section menu.
  3. Click Content.
  4. Use the “Content” module to view the analytics table.
  5. To view content targeting by individual type, click the drop-down arrow Drop-down arrow to expand the table.
  6. To view detailed data, select the three-dot icon and click View detailed report.

Related links

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