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How do keywords set to "exact match" work with the display network?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

The key "keywords" for my site are variations of the term "e-brief", i.e "e brief" & "ebrief" which is legal jargon for digitized legal briefs. I use "exact match" to reduce the number of irrelevant impressions based on searches for "briefs" -  as in underwear, thongs, hunk, etc. - in the Google search network.
Question: will the use of keywords set to exact match work in the Display Network, i.e, will the ad ONLY be placed on Display Network sites with my specific, set-to-match, keywords?

Thanks!

1 Expert replyverified_user

Re: How do keywords set to "exact match" work with the displ

Top Contributor
# 2
Top Contributor

Hello Travis W;

Simple answer: NO;

The reason that on the display network, keywords work collectively as a theme. The idea is to find a correlation between a theme of keywords and a theme of webpage content. This can be done by using contextual targeting (i.e finding a correlation between broad match keywords and a web page content.)

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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