When determining which ads to show on a Google search result page, the AdWords system evaluates some of the user's previous queries during their search session as well as the current search query. If the system detects a relationship, it will show ads related to these other queries, too.
I. What's the benefit of evaluating queries that happened earlier in a user's search session?
The system considers the previous queries in order to better understand the intent of the user's current query. The added information allows the system to deliver more relevant ads.
II. How does this feature work?
This feature is an enhancement of broad match. It works by generating similar terms for each search query based on the content of the current query and, if deemed relevant, the previous queries in a user's search session. Your ad will potentially show if one of your broad-matched keywords matches any of these similar terms.
III. Will it impact my Quality Score?
No. Whenever an ad is served based on the associated keyword's relevance to the previous search queries, the ad's performance has no effect on that keyword's Quality Score.
IV. Does this feature affect the ad preview page?
No. When searching for your own ads on Google, we recommend using the ad preview page. This page is intended for advertisers troubleshooting their ads. The system, therefore, doesn't consider your previous queries when delivering ads on this page.
