Google gets better at understanding what you mean if you type in a search word, and has advertisers react to this. Using the so-called Expanded Broad Matching, queries are changed in variations. For example: Chogogo Beach Resort -> Vacation Curacao, Holiday park Netherlands-> Holiday park and Vacation -> Turkey (mf, Dutch).
Brands thus start to better understand what we mean. Now through lose words, but soon they will be placed in a personal context: where are you, what are you doing, and what have you asked earlier? In the end it is all about answering the consumer's question. After all, the consumer is not interested in the search but more in the answer to a question. The purchase of the query 'vacation' by a Turkey specialist might be relevant for the advertiser, but not always for the consumer. The consumer soon will rather go to a vacation specialist, a travel coaching brand, and gets a better answer to his or her question there. Even if it's just because this type of brands know if you are on vacation right now or have just come back, and where you have been before. For that to happen the technology for smart interpreting of questions has to develop further first, and that is what we see happening here.