Definition

Topic targeting leans on Google’s enormous indexing database to web pages and apps that are associated with a particular subject matter. Different to Affinity targeting, Topic Targeting “follows the content” – here you don’t know anything about the user, only what web page or app content you want ads to show on. As we are targeting specific placements that are related to Topics you define, you can improve Topic Targeting results by negativing (or bidding down on) placements that are performing poorly.

Topics for targeting are pre-defined by Google and cannot be altered.

Intentional Tip

• We call this kind of targeting – “following the content”. Here you don’t know anything about the user, only what web page or app content you want ads to show on. As we are targeting specific placements that are related to your Topic, you can improve Topic targeting results by negativing (or bidding down on) placements that are performing poorly.
• Because of the very broad nature of Topics, Topic Targeting typically represents the very top of the Display Network funnel