4. The database searching apparatus of claim 1 , further comprising: an account manager accessible by the advertiser to vary at least one of the maximum CPC and the desired rank for a respective search listing.
4. The database searching apparatus of claim 1 , further comprising: an account manager accessible by the advertiser to vary at least one of the maximum CPC and the desired rank for a respective search listing. 5. The database searching apparatus of claim 4 , wherein the account manager is further accessible by the advertiser to vary the maximum CPC for two or more possible ranks specified by the advertiser.