When building a keyword list for a Display Network campaign, you should do which of the following:
- Use Display Campaign Optimizer to identify new keywords
- Only include exact match keywords
- Only use Keyword Planner to identify new keywords
- Include keywords that are related to the websites your customers visit
Display Network keywords help you connect your campaigns to people most likely to be interested in your business. For example, if your most likely customers like to hike, you might add keywords around hiking or enjoying the outdoors. Then, AdWords finds relevant websites that include your keywords as well as relevant audiences who are interested in those keywords. It’s a good idea to pick keywords that are relevant to an entire ad group, and not just a single ad.
Choosing keywords for a Display Network campaign is about connecting your ads with people most likely to be interested in your business. Based on what you know about your customers, pick keywords that would you imagine would appear on websites your customers would visit.
Read more here: https://support.google.com/adwords/answer/2453986?hl=en