搜索引擎上大多数的查询是短小且意义不明确的，即使输入相同查询词的用户也可能有完全不同的搜索意图。
A vast majority of queries to search engines are short and under-specified and users may have completely different intentions for the same query.
理解用户意图的搜索技术的出现，以及将结果和关键词进行关联的过程，也都已经改变了这个领域，使其更加可分析。
The emergence of Search which surfaces user intent, and the process of attaching bids to keywords have also changed the landscape making it much more analytical.
因为搜索问题精确地指明一个用户的意图，这使得在合适时候配以合适广告成为可能。
Because search queries telegraph a user's intent with precision, they make it possible to match people with the right ads at the right moment.
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