For most parts the AdSense theme analysis generate a well-targeted ad to appear on your page. This is because of extensive semantic analysis of the content of the page, but sometimes the Artificial Intelligence (AI) behind AdSense will fail to grasp the meaning or intention of your site and serve an off-topic ad.
Just relying on keyword matching to determine which ads are relevant to serve on your page isn't good enough.
It's not the keywords or keyphrase that you optimized the page to rank high for in the search engines that Google AdSense use to select the most relevant ads.
AdSense have no knowledge of what you intended the page to rank high for so it has no simple way to determine which ads would be most relevant to what you intended the page to be about.
And in a large number of cases, the pages were written with humans in mind, not to target a specific keyword. So there will be many pages that are about something, but they are not specifically targeting any keywords.
So AdSense goes far beyond simple keyword matching when it classifies or themes your page and looks at all the words on your page, how close they are to each other and tries to deduce meaning from this through semantic analysis.
The AdSense ads are generally well on target and very relevant to the content of the page, but sometimes ads will be shown that are not that relevant or even totally off topic.
The latter happens when you are using ambiguous keywords and you don't have any important supporting keywords.
"Turkey" for instance is a classic example of ambiguity.
Is the page about the country or the animal?
No way for AdSense to detect this without what I call supporting or secondarily targeted keywords.
Supporting keywords are those that help AdSense to determine the theme of your page.
It's the content of your page that forms the context in which the words live. And it's your important and targeted keywords PLUS the context that makes up the theme of your page.
So to conquer ambiguity and the (most likely) off-topic ads you need to work on your context.
You need to put the most topic-relevant word into your text so your primary keywords get such a context-rich environment to "live in" that your theme just pops out and reveals itself to Googles AdSense.
So for AdSense its important to work on both keywords (for the sake of good search engine rankings) AND your theme so the ads that are shown are relevant and on topic.
And with the advent of more and more search engine implementing themes, clustering and categorization into their services it becomes more and more important to not only think content, but also context and keep your pages on topic.
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