Through content targeting you can narrow your reach further with Keywords, Topics, or Placements. Content targeting can be used to narrow down your list created by the audiences. It can also be used by itself for a broader approach.
Keywords
Display keywords help you connect your campaigns to likely buyers. When you add a keyword to an ad group, Google Ads will find relevant websites that include your keywords as well as relevant audiences interested in those keywords. It’s important to pick keywords that are relevant to entire ad groups, and not just a single ad.
Sometimes your ads may show on placements that seem unrelated to your keywords. Depending on your keyword setting, your ads instead may show to audiences based on their recent browsing history or other factors, rather than the content of the page they’re currently viewing. Learn more at About contextual targeting.
Topics
Topic targeting is a simple way to place your ads on many webpages, apps, and videos about a certain subject.
Topics are based on broad industries or interests, such as agriculture or music. For example, by targeting the “Autos & Vehicles” topic, your ad may appear on websites, apps, or YouTube videos with content about cars or other automotive themes.
Placements
Add placements to target specific locations on the Google Display Network or YouTube.
On the Display Network, a placement can be an entire website, a specific page of a site, or a mobile app. On YouTube, a placement can be a channel or a video.