12. A computer readable storage medium storing computer readable program code which is operable in conjunction with a data processing system to implement a computer based user interface for control of advertiser bid amounts in an online sponsored search system, the computer readable code implementing the user interface comprising: computer readable code to implement an automatic adjustment routine by which the data processing system automatically adjusts the bid amount of the advertiser based on a shift in user interest activity occurs; computer readable code to implement a data entry point to receive a user indication from an advertiser of a bid adjustment response to an upward or downward shift in user interest activity within the online sponsored search system, the bid adjustment response including data defining the advertiser's intention to seek more or less activity in response to the upward shift in user interest activity and in response to the downward shift in user interest activity, and based on the bid adjustment made by the system; and computer readable code to implement a bid data entry point to receive from the advertiser a bid adjustment increment by which the bid amount is adjusted according to the bid adjustment amount.
12. A computer readable storage medium storing computer readable program code which is operable in conjunction with a data processing system to implement a computer based user interface for control of advertiser bid amounts in an online sponsored search system, the computer readable code implementing the user interface comprising: computer readable code to implement an automatic adjustment routine by which the data processing system automatically adjusts the bid amount of the advertiser based on a shift in user interest activity occurs; computer readable code to implement a data entry point to receive a user indication from an advertiser of a bid adjustment response to an upward or downward shift in user interest activity within the online sponsored search system, the bid adjustment response including data defining the advertiser's intention to seek more or less activity in response to the upward shift in user interest activity and in response to the downward shift in user interest activity, and based on the bid adjustment made by the system; and computer readable code to implement a bid data entry point to receive from the advertiser a bid adjustment increment by which the bid amount is adjusted according to the bid adjustment amount. 14. The computer readable storage medium of claim 12 further comprising: computer readable code to implement a maximum bid amount entry point for receiving from the advertiser a maximum bid amount; and computer readable code to implement a minimum bid amount entry point for receiving from the advertiser a minimum bid amount.