If you have keywords in your ad group and are targeting the Display Network, we use contextual targeting to automatically determine placements where your ads appear. This is what we mean by "automatic placements."
Contextual targeting means that the AdWords system automatically starts by looking through every possible page in the Google Display Network to find content that matches those keywords.
AdWords takes contextual matching down to the page level. If a placement has many different pages, only those pages that match your keywords can show your ads.
About Contextual Targeting and Placement Targeting
Both of these features target ads to sites within the Google Display Network.
Contextual targeting is a targeting feature of the AdWords system that matches ads to content on a given page based on the content of the page and the keywords themselves. Placement targeting is another targeting feature of the AdWords system that allows you to specifically target a spot on a Display Network page that can be used for AdWords advertising. Publishers on the Display Network can define what ad formats, sizes, or category of content may appear in a given placement.
Learn more about the differences between these types of targeting below.
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