Keyword targeting is a form of online advertising based on the search terms that the user has entered into a search engine. Once a user enters the keywords, only topic-relevant banners or text ads, such as AdWords, are displayed.
Keyword targeting ensures that the user does not see advertising banners that cover other topics.
Keyword targeting is supported not only by search engine operators, but also by web portals that take into account the topic relevance of the website when displaying advertisements. The banners that are displayed then match the content of the website in terms of topic.