- Normal adsense unit can not have query terms high-lighted. - These ads look targetted to the query. There is no way Google can crawl such a long tail so quick

- Normal adsense unit can not have query terms high-lighted. - These ads look targetted to the query. There is no way Google can crawl such a long tail so quickly to target ads on the content. - Do a view source, these ads were generated on the server, compared to typical client side google ads.