Keyword Targeting
01 Definition
Keyword Targeting meaning: Using chosen keywords to decide which searches or content your ads can match.
Keyword Targeting connects your ads to relevant queries or web content through the words you select. On the Search Network it matches user searches by match type; on the Display Network it matches page content. Match settings and negative keywords control how tight or loose the matching stays.
Why it matters
How Keyword Targeting fits the work
It is the core way search advertisers reach people at the moment they type a query, aligning ads with expressed intent.
In context
A plumber targets keywords like emergency drain cleaning so ads appear when nearby users search that exact type of service.
Practical note
Broad settings can trigger ads on loosely related searches, so review the search terms report and add negatives to keep spend focused.