Etsy and Searching

This week we signed up for a limited time ad campaign on Etsy. With just a couple of days to go, I think it was a good experience - we certainly got a bump in the number of views we've had. The thing that I'm a bit confused about though, is how the search actually works. For instance, if you type in white afghan (both keywords used in Steph's spiral blanket), the search returns over 3000 items and the listing may be there, but it must be way down the list, because I don't see it anywhere near the top. However, if you type in Christmas afghan it is the third item (or thereabouts) on the front page. Try it and refresh a couple of times if it's not. The curious thing is that Christmas is not a keyword or from what I see, is not in any way associated with the listing for the white spiral afghan. Yet, I've tried this a number of times and it is usually very prominently returned with that search string. Bizarre.