When writing copy for marketing campaigns, I often notice that much of an ad's impact depends on the context in which the ad appears. It's like the famed wild oil well fighter, Red Adair, who got called only when a drilling operation had an emergency. The context for their call told him everything he needed to know about what they were willing to pay - anything! In the same way, marketers need to consider things like the keyword someone uses to trigger their ad - it gives context on whether they are just perusing or whether they have an immediate need. Context is the key to helping give prospects a message they will latch onto.
Shared publicly