Abstract: A search apparatus includes a search engine administrator configured to receive at least one bid from a plurality of sponsors, each bid corresponding to a fee to be paid by a corresponding one of the sponsors for placement of an associated listing; and a search engine configured to receive a query from a user, identify a plurality of documents relevant to the query based, at least in part, on the bid of at least one of the plurality of sponsors, and generate a search results page with a listing for each of the identified documents, wherein display placement of each listing relative to other listings is based, at least in part, on the bid of at least one of the plurality of sponsors.