8. The method of claim 5 wherein the predicting the average position further comprises finding a corresponding period of time to be predicted from the historical data of the individual keyword-advertiser relationship.
5. The method of claim 2 , wherein the evaluating further comprises predicting an average position in which an individual advertisement from an individual keyword-advertiser relationship will be displayed in a search return list generated by a search engine in response to a search query which includes the keyword, the search return list being generated during the period of time.