Contextual targeting is used to match keyword-targeted ads (which are also referred to as automatic placements) to sites within the Google Display Network.
This form of targeting better suits advertisers focused on performance and cost-efficient conversions, since ads will provide useful information to readers and attract an audience with an established interest in your message.
To build a contextually targeted campaign:
- Define your ad group: Each ad group should have specific themes. Start with themes that are descriptive to the product or service advertised, and avoid themes that are aimed at targeting audiences. If you have a strong and well-recognised brand, consider including branded keywords in keyword-targeted ad groups.
- Generate keywords: Each ad group should typically have between 5 and 50 keywords. Avoid repeating keywords in the same ad group, and use keywords that are tightly related to the ad group theme. Use the Keyword Tool to help you build your keyword list.
- Set Ad Group Bids: Set your initial Display Network bid at the same level as your search bid. You can always adjust after launching the campaign and evaluating its performance.
- Add negative keywords: This will help to ensure that your ads don't appear on irrelevant searches.
- Implement Conversion Tracking: To understand the performance of your campaign better, set up Google Ads Conversion Tracking. This tool will give you insights into site-level conversion data.
- Optimise: After a few days, check the Networks tab and correct any poor matches by excluding placements and adding negative keywords. Add and remove keywords, pause ad groups that have been optimised and are not performing, and adjust your bidding. You should also add more ad groups that are similar to those that are performing well for you.
The position of a keyword-targeted ad on a Display Network page is determined partly by the maximum cost per click (CPC) of the keywords in an ad group. Quality Score is also a factor, which is derived from the ad's past performance on that and similar Display Network pages, landing page quality and other relevance factors.