Google’s new Personalized Search, which is linked to the Google personalized home page, can conduct a uses’s search based on historical results of previous searches and clicks. The article notes-if a user searches “bass,” for example, the technology would look at his history to decide if music- or fish-related results are most appropriate. Although this is currently being applied to organic search results only, there is a possibility of using this technology as a way to impact paid search ads in the future.