16. A computer-implemented system for augmenting sponsored search results in a search engine, the system comprising: an index manager to extract user attribute data from a plurality of natural searches performed previously by a search engine on behalf of users for a search term that is linked to a plurality of uniform resource locators (URLs); a database, in communication with the index manager, to store the extracted attribute data, wherein the database comprises user attributes associated in memory with specific users that performed the natural searches and aggregates of the user attributes grouped by type of attribute, wherein the database is stored in memory storage coupled with the search engine; and a processor in communication with the database to: analyze the user attributes for both clickers and non-clickers to determine at least one attribute that greatly differentiates clickers from non-clickers; group the clickers into one or more overlapping segments based at least on a greatest differentiating attribute; store the groups of clickers and overlapping segments in the database; determine the relative click-through rates of the one of more groups of clickers based on the one or more overlapping segments; and match a relevant ad or URL to a search user by aggregating the user attributes of the one or more overlapping segments.
21. The system of claim 16 , wherein the attribute types comprise a user demographic, and wherein the at least one differentiating attribute comprises one or more selected form the group consisting of age, gender, race, and disability.