Topic Targeting On Google Display Network in AdWords

Google AdWords annouced a new feature which enable you to target by topic. In the past, advertiser can only target by keywords, domain, or a combination of. With this new feature, AdWords advertiser are enabled to specify topics to contextually target your ads to pages in the Google Display Network. With this additional contextual targeting option, you'll be able to select from over 1,750 topics and sub-topics to target your ads, helping you quickly reach a broad audience across the web that's actively engaged with content related to your business.

Let's say you're an ecommerce selling digital media products related to photography.

Here's how to use keyword- and topic-based contextual targeting together to achieve different campaign objectives like raising store awareness and driving traffic to increase sales.

1. Create an ad group targeting the sub-topic News & Current Events >> Technology News with a display ad to increase awareness of your cameras among technology enthusiasts.
2. Then target the sub-topic Photo & Video >> Cameras, using a display or rich media ad format like video to educate people interested in cameras on your products' features and benefits.
3. Finally, create a separate ad group using keyword-based contextual targeting with keywords focused on a specific brand or camera model. Then run a text or display ad which includes a special offer or discount on your camera to drive purchases among users reading reviews of that camera brand or mode

This is just one example of how you can use topic- and keyword-based contextual targeting together to build awareness, increase consideration, and drive sales.  Exclusion on topics and sub-topics can be implemented to refine your display advertising targeting.