51. The computer system of claim 48 wherein said amount meets pre-identified requirements of said second advertiser.
48. A computer system 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 a memory, and processing hardware configured to: access from memory a particular amount a first advertiser is willing to be charged in response to a click of a hyperlink associated with said first advertiser, access from memory 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, determine 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.