A method for an online sponsored search system includes storing a database of items. At least some of the items include a keyword and a money amount associated with a respective advertiser. The method further includes receiving information about current user preferences within the online sponsored search system. When the received user information relates to a keyword of an item, the method includes automatically adjusting the money amount of the item based on the received user interest information. In response to a received user query, the method includes identifying items relating to the received user search query and generating a search result list including the related items. The method then includes ordering the related items according to the adjusted money amounts associated with the matching items. In response to the designation of a Web page to receive sponsored advertisements, the method includes identifying items relating to the subject matter of one or more portions of the Web page. In this instance, the method then includes determining which items are to be shown and their placement on the Web page according to the adjusted money amounts associated with the related items.