Google content network targeting

Does it target by keyword or ad text

[gabby]

I've been enabling the content network on one of my AdWords campaigns and I would like to get more traffic from the content network.

Does content work the same as search in that the keywords trigger the ads, or are the content ads triggered by the ad text itself?

[Pengi]

I believe it is the keywords - possibly in combination with the AdText.

As I understand it, a "theme" is determined from the set of keywords, and it is the "theme" that is used to determine applicable pages on which to show the Ad.

Deleting keywords, even if they have received zero search impressions, can cause the theme to chanage and may, therefore, affect content impressions.