VARIABLE KEYWORD BIDDING BASED ON SEARCH RESULTS POSITION

摘要

Embodiments for providing a search results page that includes at least one advertisement responsive to a search request are presented. A search request is received from a user. The search request is associated with a query term upon which advertisers have bid. A set of search results is obtained responsive to the search request. Bids from multiple advertisers are identified. Identifying bids from advertisers includes dynamically determining a present bid amount of a first bid according to the position of a search result in the set of search results. After determining the bid value of each bid, a winning bid is selected from the identified bids. A search result page is generated a portion of the search results and the advertisement corresponding to the selected bid. The generated search results page is returned to the user for display responsive to the search request.