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.
Learn more about contextual targeting in the Google Ads Help Centre.