Get Ready for the Simplified Content Targeting Experience in Google Ads

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Are you ready for the simplified contextual targeting experience in Google Ads? Starting in March 2023, all of your content targeting can be managed from a single “Content” page. This will make it easier to manage your campaigns and ad groups to create more effective content strategies. In this blog post, we’ll go over how this change will impact your advertising campaigns and provide tips on how to get the most out of it.

What Content Targeting Is and How It Works in Google Ads


Content targeting in Google Ads allows you to reach potential customers who are interested in the topics of your ads. Content targeting is based on topics, categories and placements which can be targeted within ad groups or campaigns. When you target content, your ads will appear on websites related to those topics, categories and/or placements. You can also target specific sites, and choose to either show or exclude your ads from those sites.

Content targeting works by using automated algorithms to identify content on which your ads will appear. Ads are then displayed based on the relevance of the content and the selected targeting criteria. This helps ensure that your ads reach potential customers who are most likely interested in the topics of your ads.

Google Ads offers detailed reporting on content targeting performance, enabling you to measure and adjust your targeting strategy over time. By analysing which content is performing best, you can hone in on the most effective channels for reaching potential customers.

The Simplified Experience: What to Expect

Google Ads has recently updated their matching behaviors to help you reach more potential customers. Now your ads will show on content that matches any of the topics, placements, or display and video keywords you target. For example, an ad targeting a topic and a placement will be eligible for impressions which match either.

However, in the current setup it is still necessary for content to simultaneously match all topics, placements and keywords targeted in order to receive impressions through Google Ads.

Additionally, these updates further emphasize the importance of using targeted placements and keywords when creating campaigns in order to maximise visibility and ensure ads are seen by the right specific audience targeting.

Tips for Making the Most of Your New Content Targeting Strategies


When it comes to content target audience, there are a few tips you can use to make the most of your campaigns.

• Keep an eye on trends: Content target audience works best when it is up-to-date and relevant to current topics. Therefore, it is important to stay on top of trends and regularly update your content targeting to reflect relevant topics.

• Utilize display and video keywords: Adding display and video keywords to your campaigns can help you reach potential customers who are interested in the topics of your ad. Make sure to use keywords that suit your goals.

• Be mindful of negative keywords: Utilizing negative keywords can help reduce irrelevant impressions and maximize your advertisements performance. Evaluate your campaigns regularly to identify potential negative keywords that should be added.

• Exclude Poor Performers: Using the data available in Google Ads, you can also exclude poor performers from your campaigns. This allows you to ensure that your ads are only displayed on websites and placements that drive conversions and engagement. Additionally, excluding poor performers helps reduce costs by eliminating unnecessary impressions.

By following these tips, you can make the most of your content targeting strategies and ensure your ad reaches the right audience.
With the simplified experience coming up in March 2023, it is important to take full advantage of this update and maximize potential for growth with your content targeting campaigns.

Optimizing Your Campaigns with the Updated Experience


Optimizing your campaigns with the updated experience is key to taking full advantage of content targeting capabilities. Here are some tips to help you optimize your campaigns and get the best performance possible:

• Utilize bid modifiers: Bid modifiers can be used to adjust bids based on certain criteria, such as target location, device and more. This allows you to control where your budget goes, as well as which audiences are most important for your campaigns.

• Monitor performance: Regularly monitor the performance of your content targeting campaigns to identify areas that need improvement or optimization. Use this data to adjust bids, placements and negative keywords accordingly, so you can get the best performance.

• Restructure campaigns: To ensure maximum visibility, consider restructuring your campaigns to specific topics and placement targeting. This will allow you to take full advantage of the new changes in content targeting and maximize potential for growth.


When it comes to content marketing in Google Ads and the Google Display Network, the upcoming simplified experience in March 2023 is sure to make managing campaigns a much easier task.

By following the tips outlined in this blog post and using the updated experience to its fullest, you can optimize your campaigns for maximum performance and reach more potential, relevant and specific audience than ever before. With these changes coming soon, now is time to get your campaigns ready and take full advantage of this update.