Google has announced that it is collecting and storing data collected from searches users carry out on any search engine, and using it to better target ads to them on AdSense enabled sites they visit over the next few hours.

Google was already using the referral URL (the link a user followed to arrive at a site) as a factor in determining which ads to display on an AdSense enabled page.

Whenever a user arrives at a website after clicking a link in the search results of a search engine, the keyword terms they used in the search query are always appended to the referral URL (you can see this in your server logs).

On destination sites displaying AdSense ads, Google extracts this search term and treats it as part of the content of the site.

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