1. A computer-implemented method, comprising: receiving a search query, wherein the search query is comprised of two or more search terms; determining if the search query would ordinarily result in a results page having no sponsored search advertising, wherein sponsored search advertising is advertising wherein a sponsor pays to have a particular search term combination return a results page in which the sponsor's link is displayed as a substantive search result; if the search query would ordinarily result in a results page having no sponsored search advertising: aggregating sponsored search advertising that would ordinarily be displayed in response to each of the two or more search terms individually; selecting from the aggregated sponsored search advertising one or more sponsored search advertisements to display; providing a financial incentive, to pay for sponsored search advertising for the search query, to one or more sponsored search advertisers of the selected one or more sponsored search advertisements, wherein the financial incentive is one that is not offered when the search query would ordinarily result in a results page having sponsored search advertising; and displaying the selected advertisements on a results page responsive to the search query.
1. A computer-implemented method, comprising: receiving a search query, wherein the search query is comprised of two or more search terms; determining if the search query would ordinarily result in a results page having no sponsored search advertising, wherein sponsored search advertising is advertising wherein a sponsor pays to have a particular search term combination return a results page in which the sponsor's link is displayed as a substantive search result; if the search query would ordinarily result in a results page having no sponsored search advertising: aggregating sponsored search advertising that would ordinarily be displayed in response to each of the two or more search terms individually; selecting from the aggregated sponsored search advertising one or more sponsored search advertisements to display; providing a financial incentive, to pay for sponsored search advertising for the search query, to one or more sponsored search advertisers of the selected one or more sponsored search advertisements, wherein the financial incentive is one that is not offered when the search query would ordinarily result in a results page having sponsored search advertising; and displaying the selected advertisements on a results page responsive to the search query. 9. The computer-implemented method of claim 1 , wherein the financial incentive includes: temporarily 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.