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For example, if you deliver fresh flowers, you can use 'fresh flower delivery' as a keyword in your AdWords campaign. When a Google user enters 'fresh flower delivery' in a Google search, your ad could appear next to the search results. In addition, your ad can appear on sites and products in the Google Network that relate to your keyword.
I'm not sure what SEO has to do with it, either.
But, well, who's calling it, ultimately? The bots? The text on our page?
So if my text is about flowers, but I have no text anywhere on the page that says "southern dogwood blossoms," but an advertiser bids on "southern dogwood blossoms," might they be put on my page?
Or if my text is all about "southern dogwood blossoms," and that phrase has a high CPC, but I'm always getting low-value clicks, could it be because I'm never getting ads targeting "southern dogwood blossoms," but other flower keywords instead?
What exactlywas used to create that match - what was typed in, or context, or keywords existing on the page?
Now, for the Content Network (which is made up of our sites as publishers) it works totally differently. There really is no keyword matching, because most people don't go to an AdSense site and type in keywords. So Google tries to match you up by theme.
Then Google pretty well ignores the search term the user typed into the search engine to get to your page, if there is one?