Contextual targeting

Contextual targeting simply means that your keywords are used to place your ads next to content that matches your ads.

For instance, suppose you have created an ad group to advertise digital cameras, and it includes keywords you have chosen like digital cameras and camera cases. Contextual targeting will be used to identify and place your ad on Google Display Network sites with the same themes.

 That might mean web pages about camera equipment or discussion groups of camera hobbyists, or it could be an email or a newsletter about digital photography.

Contextual targeting is always used when an ad group has keywords and the campaign is opted in to showing ads on the Display Network. It can work with ad groups that have only keywords, and also with ad groups that have both keywords and placements.