17. An apparatus, embodied in hardware, for delivering sponsored search advertising, the apparatus comprising: a search query receiver; a sponsored search results page search query determiner coupled to the search query receiver, 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; an individual search term sponsored search advertising aggregator coupled to the sponsored search results page search query determiner; an advertising selector coupled to the individual search term sponsored search advertising aggregator and configured to provide a financial incentive, to pay for sponsored search advertising for a search query, 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, wherein the financial incentive is offered when the search query would ordinarily result in a results page having no sponsored search advertising; and a selected advertising displayer coupled to the advertising selector.
17. An apparatus, embodied in hardware, for delivering sponsored search advertising, the apparatus comprising: a search query receiver; a sponsored search results page search query determiner coupled to the search query receiver, 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; an individual search term sponsored search advertising aggregator coupled to the sponsored search results page search query determiner; an advertising selector coupled to the individual search term sponsored search advertising aggregator and configured to provide a financial incentive, to pay for sponsored search advertising for a search query, 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, wherein the financial incentive is offered when the search query would ordinarily result in a results page having no sponsored search advertising; and a selected advertising displayer coupled to the advertising selector. 18. The apparatus of claim 17 , wherein the advertising selector is configured to provide a financial incentive by charging a sponsor a discounted rate for providing a results page including the sponsor's link or temporarily charging the sponsor nothing for providing a results page including the sponsor's link.