Contextual targeting is a targeting method in Google Ads that shows your ads on webpages, videos, or apps whose content matches the keywords, topics, or placements you selected. Instead of focusing on who the user is, contextual targeting focuses on what the content is about.
Google analyzes the content of a page to understand its main theme. If that theme matches your selected keywords or topics, your ad may be shown. For example, if you target the topic “bikes” or use keywords related to cycling, your ads may appear on websites or videos about cycling.
Contextual targeting is mainly used in Display and Video campaigns. It helps advertisers reach people while they are actively viewing content related to their product or service, which can increase relevance and engagement.
In Google Ads, contextual targeting options such as topics, placements, and keywords can be managed together in the Content section of a campaign.