12. The computer-implemented method of claim 10 , further comprising, if the search query would ordinarily result in a results page having no sponsored search advertising: charging sponsored search advertisers of the selected sponsored search advertisements a discounted rate for the selected sponsored search advertisements.
12. The computer-implemented method of claim 10 , further comprising, if the search query would ordinarily result in a results page having no sponsored search advertising: charging sponsored search advertisers of the selected sponsored search advertisements a discounted rate for the selected sponsored search advertisements. 13. The computer-implemented method of claim 12 , further comprising, if the search query would ordinarily result in a results page having no sponsored search advertising: charging sponsored search advertisers of the selected sponsored search advertisements nothing for the selected sponsored search advertisements even if users click on the selected sponsored search advertisements.