On the Google Display Network, your ad is eligible to show on a webpage if your:
Correct Answer
keywords match that webpage’s content
Why is this the correct answer?
On the Google Display Network, your ad is eligible to show on a webpage if your keywords match that webpage's content. Google analyses the text, language, and link structure of each Display Network page and matches it against your keyword list. When the themes in your keywords align with the topics on a webpage, your ad becomes eligible to appear there. This keyword contextual targeting ensures ads show on pages that are relevant to what you are advertising, connecting you with audiences who are actively reading content related to your products or services.
Why are the other options incorrect?
ad text matches that webpage’s content
Ad text matching webpage content is not how Display Network eligibility works — Google does not compare your ad copy to page content. Keywords are the signal for contextual matching.
landing page matches that webpage’s content
Landing page content is not used to determine Display Network eligibility. Google looks at your keywords and targeting settings, not where your ad links to.
website matches that webpage’s content
Your website content is not crawled to match Display Network placements. The matching is based on the keywords and targeting criteria set in your ad group.
Real-World Example
A yoga mat retailer adds keywords like yoga practice, mindfulness, and home workout to their Display ad group. Google matches these keywords to health and wellness blog content, serving their ads on yoga tutorial pages and fitness articles — generating a 2.8% CTR from a highly relevant audience.