1. A method comprising: receiving a query submitted from a user device; receiving a set of query results identified using the query; prior to presentation of the set of query results: evaluating, by one or more processors, the set of query results to identify an entity that appears in a highest number of query results in the set of query results, wherein an entity is named and represents a person, place, thing or concept; creating an enhanced query that includes a reference to the identified entity, and omits at least one term from the query; using the enhanced query to identify one or more sponsored content items for presentation with the set of query results; and incorporating the one or more sponsored content items into a search results page that presents the set of query results.