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...more than just the current search query to determine which ads to display. The search giant openly admitted using a user's previous query to enhance ad targeting in the past, but now the scope of this behavioral tracking has been expanded.

Google gathers a significant amount of data from users as they conduct several searches in their quest to find relevant information. It was only a matter of time before Google utilized this information to help improve the relevance of the ads presented in the SERPs (search engine results page).

Confirmation came via some questioning by Saul Hansell from the New York Times. Saul was following up on tests conducted by Gene Munster from Piper Jaffray - which uncovered that ads were being influenced by multiple queries several minutes apart.

Nick Fox, a director of Product Management at Google confirmed what the tests had shown. According to Saul's article, Nick had this to say:

"We are trying to understand what the user is trying to do right nowIn some cases, those queries are ambiguous, so you need a little more context...

It is probably not just the previous query that matters...You want to know if the user is still doing the same thing. You wouldn't want to go back a month. You wouldn't want to go back a day. But you may want to go back two or three queries."

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