What is contextual targeting in Google Ads?

Contextual targeting in Google Ads refers to a method of showing ads based on the content of a webpage or the topic a user is currently viewing. The idea is to match ads with content that is relevant to what the user is reading or interacting with at that moment, which can increase the chances of the ad being effective.

Here's how it works:

Keyword Targeting: Google analyzes the content on a webpage and matches it with relevant keywords that you've selected for your ad campaign. For example, if a user is reading a blog post about hiking, your ad for hiking boots might show up, because it's contextually relevant to the content.

Topic Targeting: Google can also target ads based on broader topics rather than specific keywords. For instance, if a website is generally about sports, your ad for sporting equipment might appear on pages related to various sports.

Content Analysis: Google's algorithms use Natural Language Processing (NLP) to analyze the text, images, and videos on a webpage to determine its context. This way, ads are shown based on the relevance to the content, not just the behavior or demographics of the user.

Contextual targeting helps advertisers reach a highly relevant audience and improves ad engagement, as users are more likely to engage with ads that align with their current interests or the content they are consuming.