To build a contextually targeted campaign

1.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-recognized brand, consider including branded keywords in keyword-targeted ad groups. Use the Wonder Wheel tool to generate ideas for more ad group themes.

2.Generate keywords:

Each ad group should 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.

3.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.

4.Add negative keywords:

This will help to ensure your ads don't appear on irrelevant searches.

5.Implement Conversion Tracking:

To better understand the performance of your campaign set up AdWords Conversion Tracking. This tool will give you insights into site-level conversion data.

6.Optimize:

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 optimized 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.