Google checks your content and picks out the most popular keywords. This
process is the same as if the search engine were crawling your site for
indexing. It finds the most common words and phrases (not including words like:
and, it, he, she, they etc) and uses these to determine the advert content. So
if your content was all about cats and the term “cat”, “cat training” and “cat
grooming” were used frequently within the site content, Google would determine
your site was about cats and would populate your site with cat-related adverts.
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