Keyword targeting can work in several ways

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Before you start thinking about choosing keywords for your content campaign, you need to understand how keywords actually work. If you're currently using keyword-targeted content campaigns, you have two settings to choose from: Audience targeting and Content targeting .

Audience targeting
Audience targeting shows your ads to users who malta phone number data have an active interest in the keywords you select. If you selected this option, it's important to know that Google has changed the Audience settings to encourage users to create their own audiences. Google recommends how to manage this change on the Google Display Ads help page :

Starting in April 2019, all ad groups with audience keyword targeting were automatically converted to custom audience segments based on purchase intent.

To continue showing your ads to people interested in certain keywords, move your audience keywords to new custom audience segments based on purchase intent.

Content targeting
Content Targeting uses contextual targeting to place ads on pages where they will be seen by selected users. "Contextual targeting" means that Google takes your keyword list and tries to find relevant websites or apps to place them on. When making a decision, Google considers text, language, link structure, and page structure.

Which type of targeting to use?
There's no one-size-fits-all answer to this. Every account will perform differently. Consider creating an ad group for each set of keywords and see which one performs better . If you don't test, you'll never know.