yup,cuz I stay lookin at sureno paraphenelia,ha. Naw, I don't think it's based on my search habits cuz right now I'm getting a bunch of phone ads, and I haven't searched for any phones.
That is true if you have a Google account and you're currently logged in.
For a non-registered user, like me, these adword type of links are not based on my search history. They tend to be current site context-based. But it's far from perfect haha. Basically it should work like on the website about fishing you should be able to find links to a store selling fishing accessories.