So in the future, if you do frequent searches for Jamie Oliver, we could recommend Jamie Oliver videos when you’re looking for recipes on YouTube—or we might suggest ads for his cookbooks when you’re on other Google properties."
My guess is that AdWords campaigns will need to be honed very specifically to your target audience and location since the Google experience will not be the same for everyone, unless they are not logged in. Think about the words that your potential customers would use to describe themselves and what it is they are looking for (or in the case of YouTube) or at. This allows you to use call outs in your ad, as well as, include another key word.
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