6. A computer program product tangibly embodied in a computer readable storage device and comprising instructions that, when executed by a processor, cause the processor to: receive a query submitted from a user device; receive a set of query results identified using the query; prior to presentation of the set of query results: evaluate, by one or more processors, the set of query results to identify an entity that appears in a highest number of query results in the set of query results, wherein an entity is named and represents a person, place, thing or concept; create an enhanced query that includes a reference to the identified entity, and omits at least one term from the query; use the enhanced query to identify one or more sponsored content items for presentation with the set of query results; and incorporate the one or more sponsored content items into a search results page that presents the set of query results.
6. A computer program product tangibly embodied in a computer readable storage device and comprising instructions that, when executed by a processor, cause the processor to: receive a query submitted from a user device; receive a set of query results identified using the query; prior to presentation of the set of query results: evaluate, by one or more processors, the set of query results to identify an entity that appears in a highest number of query results in the set of query results, wherein an entity is named and represents a person, place, thing or concept; create an enhanced query that includes a reference to the identified entity, and omits at least one term from the query; use the enhanced query to identify one or more sponsored content items for presentation with the set of query results; and incorporate the one or more sponsored content items into a search results page that presents the set of query results. 7. The product of claim 6 wherein receiving the query includes receiving an explicit query from a user or an implicit query generated by a content delivery system.