Lessons Catalog

Lesson 3a: Search and Contextual Targeting

Recall that the Google Network is split into the search network (which includes Google and other search sites like Ask.com) and the content network (like Gmail, newsletters, and HowStuffWorks). Together, the search and content networks make up thousands of search and content sites displaying targeted Google ads. See other sites where your ad might appear.

By default, AdWords keyword-targeted campaigns are opted in to the entire Google Network: Google search, search partners, and the content network (with 'Relevant pages across the entire network' as the setting). You can opt in or out of the search or content networks at any time on your Edit Campaign Settings page. To do so: Sign in to your account > Check the box beside the campaign you want to edit > Click the Edit Settings button > Check or uncheck the boxes and radio buttons under the section titled 'Networks and bidding' > Click Save Changes.

• Keyword-targeted ads can appear across search and content pages in the Google Network. Google uses search targeting to match keywords to search queries on search sites. For content pages, Google uses contextual targeting to match keywords to webpage content. (See details below.)


• Placement-targeted ads can appear only on pages in the content network. The advertiser chooses a specific audience and site, or portion of a site, to target. If the ad group also has keywords, the keywords and placements will work together to determine where ads should appear. Keywords will continue to match your ads to placements through contextual targeting, and you can add your own placements to bid more when your ad appears on certain sites, or to limit your ad to appearing only on the placements you target. To learn more, see the Placement targeting lesson.


• Google displays ads in the search network and in the content network based on relevancy factors. You can test different results by creating two separate campaigns — one targeted to the search network and one targeted to the content network. This lets you customize your ad text, keywords, placements (if any), and bids.


• The appearance of your ads may vary slightly among Google Network sites to match the look and feel of different webpages. Google automatically formats your ads for you. AdWords ads are always clearly labeled as advertising-related links.


• Text ads can appear on search pages and on content pages. Ads that contain graphics (like image ads and video ads) can only appear on content pages. To learn more, visit the Using Different Ad Formats lesson.

You can fine-tune your ads for search targeting by targeting specific areas and languages, choosing specific keywords, or assigning keyword match types.

As a result, contextually targeted ads provide useful information to readers and attract an audience with an established interest in your message.

You can fine-tune ads for contextual targeting by using the site exclusion function in your AdWords account. Site exclusion lets you choose sites, or types of sites, that you don't want your ads appearing on — such as competitor sites, low conversion rate sites, or sites that conflict with your interests. To learn more about site exclusion, visit the Site Exclusion Tool lesson.

You can also now combine keyword targeting and placement targeting in the same ad group. This lets you define specific content sites where you want your ads to show (based on your keywords), and allows you to bid more effectively when a keyword match is found on a targeted site. To learn more about how to combine keyword and placement targeting, read the Keywords and Placements Together lesson.

Our system looks at the following things to ensure quality ad delivery:

• Semantics: Google's language processing capabilities can untangle terms that might otherwise be confusing. When a page mentions Java, for instance, our system analyzes the context to distinguish between the coffee, the programming language, and the Indonesian island.


• Inappropriate Material: The AdWords system detects inappropriate or sensitive themes, such as tragedies in the news. In addition, ads do not appear on sites classified by Google as containing adult content, specifically sexual content pages. As such, you can be confident that your ads will not appear on sites that might damage your brand or image.

In addition, Google uses "smart pricing" technology for clicks made in the content network. Ads in the content network sometimes return lower conversion numbers than ads in the search network. To make up the difference, smart pricing automatically lowers the cost of these content clicks.

If you find that you receive better business leads or a better return from ads on content sites than on search sites (or vice versa), you can enable content bids at the ad group level or campaign level. Content bids let you set one price for ads on search sites and a separate price for ads on content sites.

To learn more about smart pricing and content bids, visit the Cost Control lesson.