25. The method of claim 17 wherein said determining step is performed by a computer responsible for making decisions on said second advertiser's use of the pay-per-click search engine.
17. A method that manages pay-per-click advertising, by determining an amount to be charged in response to a click of a hyperlink associated with a target keyword, comprising accessing with a computer processor, a particular amount a first advertiser is willing to be charged in response to a click of a hyperlink associated with said first advertiser, accessing with a computer processor, first and second different statistics related to one or more of a rate of use by users, number of times a hyperlink was viewed, data that relates to an increase or decrease in the use of a keyword by users, demographics of users associated with a keyword or demographics of advertisers associated with a keyword, and without human intervention, determining with a computer processor, an amount to be charged to a second advertiser in response to a click of a hyperlink associated with said target keyword and said second advertiser, wherein said amount to be charged to said second advertiser is determined using said particular amount, and is also determined using said first and second statistics.