Ever launched a Google Display campaign and wondered why your ad showed up on the wrong website? Display ads can help you build brand awareness and reach the right audience across websites, apps, and YouTube.
But one feature still confuses many brands: Display keywords. Many think they work like search keywords, but they don’t. Display keywords act like topic signals, helping Google understand what your ads should relate to.
This article will cover what Display keywords are, how Google matches them, and how to create a strong keyword list.
What are Google Display Ads Keywords?
Display Ads keywords are keyword themes used in Display and Video campaigns to guide where your ads can appear in the Display Network. Display keywords are one of Google’s core content targeting methods, alongside topics and placements.
The main difference is that Display keywords are used as signals, not exact triggers. They don’t work like search keywords, where a user types a query and your ad appears. Instead, Google uses your keywords to understand the types of content and audiences you want to reach.
In simple terms, Display keywords help Google decide:
- Which webpages, apps, or videos are contextually relevant
- Which users are likely interested in that topic, even across different content
When used correctly, Display keywords help you target more relevant audiences while still reaching enough people to scale your campaign.
Key Differences: Display keyword targeting vs Search keyword targeting
Understanding the difference between Display and Search keyword targeting is crucial. If you use the Display keyword strategy the same way as Search keywords, you will likely waste budget and attract fewer relevant clicks.
Search campaigns are intent-driven because users type what they want, and your ads appear based on that demand. Display campaigns are discovery-driven because users are browsing content, and Google decides when your ads are relevant.
Here is the practical comparison:
| Factors | Search Ads | Display Ads |
| How keywords work | Match what users search | Suggest topic to Google |
| Targeting control | High (match types) | Lower (Google decides relevance) |
| Reporting | Search term shows what people typed | Shows placements & audiences |
This difference is why display ads are particularly effective for raising awareness, consideration, and retargeting. At the same time, it is also why they must be structured carefully.
How Google Matches Display keywords to Content and Audiences
Google does not simply scan a website and look for your keyword. Instead, Google evaluates the full page context and user signals. This is what makes Display powerful, but also what can confuse new advertisers.
Google mainly uses Display keywords in two connected ways:
1. Contextual Matching (where your ad appears)
Google analyses:
- Webpage topics
- Page text, headings and metadata
- Site theme and historical categorisation
Then it decides whether your ad matches the context. For example, the keyword “technical SEO audit” could match pages about crawling, indexing, or site performance even when the phrase is not repeated exactly.
2. Behavioural Matching (who sees your ad)
Google may also use user interest signals such as:
- Browsing history patterns
- Content consumption behaviour
- Inferred interests
So even if the page is not perfectly aligned, Google might show ads to users who fit the theme. This makes Display keyword targeting both contextual and audience-based.
This is exactly why display ads keyword targeting works best when your keywords are specific enough to create meaningful themes.
How to Build a Strong Google Display Keywords List
A high-performing Display keyword list is not about adding hundreds of keywords. It is about building a structured list with clear themes that guide Google’s targeting. The goal is to give Google strong signals, so your ads appear in relevant environments instead of being scattered.
Before creating your keyword list, first decide what level of intent you want to target. Display campaigns work best when your keywords match the user’s stage in the journey:
- Awareness intent (industry learning and education)
- Consideration intent (researching solutions and options)
- Brand intent (supporting remarketing and brand recall)
Once the intent is clear, you can build your keyword list in a more strategic way.
Build Keyword Themes
Instead of adding random keywords, build topic clusters based on the audience you want to attract. This improves relevance and gives Google a clearer direction on where your ads should appear.
Examples of strong themes:
- “enterprise SEO strategy”
- “technical SEO services”
- “AI search optimisation”
- “B2B marketing analytics”
Use 2 to 4-Word Keyword Phrases
Avoid using single-word keywords, because they often make targeting too broad and unpredictable. Multi-word phrases provide stronger context and help Google match your ads to more relevant pages and audiences.
Better options:
- “enterprise SEO platform”
- “SEO automation tools”
- “site audit checklist”
Avoid vague terms like:
- “SEO”
- “marketing”
- “Google”
Group Keywords Into Relevant Ad Groups
Each ad group should focus on one clear theme only. This helps Google learn faster, improves relevance, and keeps your ad creatives and landing pages aligned with the keyword intent. As a result, you get cleaner targeting, better engagement, and less wasted spend.
A professional Google Ads advertising agency structures display campaigns this way to cut wasted spend, sharpen targeting, and deliver better results consistently over time.
Best Practices to Optimise Display Keyword Targeting
Display keyword targeting cannot stay fixed. It needs regular updates because Google learns from results, and the websites and placements keep changing. Before listing actions, keep this simple rule in mind: Display improves when you reduce noise and strengthen signals.
Here are proven optimisation practices:
- Review placements weekly and exclude irrelevant sites
- Add topic exclusions to block unrelated categories
- Use negative keywords to block unwanted themes
- Layer audiences for better reach and improve relevance
- Improve landing page alignment with message and intent
- Track post-click actions beyond just leads
Investigate further: https://seocompany.me/google-ads-search-term-tricks/
Final Thoughts
Display ads keywords act as theme signals that help Google match your ads to relevant content and audiences. Their keyword targeting needs a different approach, focused on keyword clusters, relevance, and intent-based grouping. When done right, it helps improve targeting accuracy and reduce wasted impressions. Over time, it also helps you build stronger remarketing audiences and improve overall campaign results.
At SEOCompany.me, we help brands plan and scale display ad campaigns that align with long-term SEO growth and AI-led search visibility. If you are looking for an experienced Google Ads advertising agency, our team can optimise the display strategy to drive qualified leads and sustained performance.
Frequently Asked Questions:
1. Do Display keywords work like exact match keywords?
No. Display keywords don’t work like exact match because they are theme-based signals, not direct triggers. Google uses them to understand intent and match ads to relevant content and audiences.
2. Why do my Display ads show on unexpected websites?
This happens because Google matches Display keywords by topic relevance and user interest patterns, not only by words on the page. To improve control, use placement exclusions, topic exclusions, and negative keywords.
3. How many keywords should I use in a Display ad group?
Keep it focused by using a small set of tightly related keyword themes in each ad group. Too many keywords can broaden targeting and weaken optimisation, leading to wasted impressions.
Author
Baby Rani
