Ads are likely to be most contextually relevant to the sites on which they appear when using:

  • Topic targeting
  • Remarketing
  • In-market audiences
  • Affinity audiences

Contextual targeting is one of a few different methods that you can use to get your display ads on sites, apps, and webpages that are part of the Display Network. This method of targeting uses the keywords or topics you’ve chosen to match your ads to relevant sites.

Contextual targeting: This type of targeting is used to match your ads to sites or pages (also known as automatic placements) based on the keywords or topics you’ve chosen.

https://support.google.com/adwords/answer/1704368?hl=en

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