When building a keyword list for a Display Network campaign, you should do which of the following
Correct Answer
Include keywords that are related to the websites your customers visit
Why is this the correct answer?
When building a keyword list for a Display Network campaign, you should include keywords that are related to the websites your customers visit. Unlike Search Network keywords that match user queries, Display Network keywords are used for contextual targeting — Google matches your keywords to webpage content to determine which sites your ads appear on. By choosing keywords that reflect the content of websites your target audience visits, you ensure your ads appear in contextually relevant environments, reaching the right audience as they browse.
Why are the other options incorrect?
Use Display Campaign Optimizer to identify new keywords
Display Campaign Optimizer is an automated tool, not a keyword research method — it automates targeting rather than helping you build a keyword list for contextual targeting.
Only include exact match keywords
Only using exact match keywords for Display is unnecessarily restrictive — Display keyword matching works differently from Search, and broader themes work better for contextual matching across websites.
Only use Keyword Planner to identify new keywords
Keyword Planner is a useful research tool but should not be the only source — understanding which websites your customers visit is equally important for building effective Display keyword lists.
Real-World Example
A travel insurance company building a Display campaign includes keywords like travel tips, holiday planning, travel advice, and visa requirements — terms that appear on travel blogs and advice sites their customers visit. Google shows their ads contextually on these sites, achieving a 3.4% CTR from a highly relevant travel-minded audience.