Providing advertisements from related search queries

1. A computer-implemented method, comprising:

receiving, at a computer system, a first search query submitted by a user device;

receiving, at the computer system and from a search system, refined search queries that are identified by the search system using the first search query that was submitted by the user device, wherein the refined search queries are different from, and not included in, the first search query;

identifying, by the computer system, first content using the first search query that was submitted by the user device;

identifying, by the computer system, second content using the refined search queries; and

generating a search results page in response to receipt of the first search query that was submitted by the user device, wherein generating the search results page comprises:

populating a first portion of the search results page with search results identified using the first search query that was submitted by the user device;

populating a second portion of the search results page with the first content identified using the first search query that was submitted by the user device; and

populating a third portion of the search results page with the second content identified using the refined search queries that were received from the search system, wherein populating the third portion of the search results page with the second content causes the second content to be included in the search results page without requiring the user to interact with any of the refined search queries to access the second content in a subsequently requested page; and

populating a fourth portion of the search results page with the refined search queries, wherein:

the first portion, the second portion, the third portion, and the fourth portion of the search results page are each visually distinguishable from each other in the search results page; and

the search results, the first content, the second content, and the refined search queries are each different from each other; and

at least one of the refined queries has a link that initiates submission of the at least one of the refined queries to the search system in response to user interaction with the at least one of the refined queries;

identifying a selection of a refined search query;

generating the subsequent results page responsive to the selected refined search query;

determining whether a particular second content identified using the selected refined search query is included in the second content presented in the search results page; and when the particular second content identified using the selected refined search query is determined to be included in the second content presented in the search results page, precluding inclusion of the particular second content in the subsequent search results page generated responsive to the selected refined search query.

2. The computer-implemented method of claim 1 , comprising:

ranking, by the computer system, the second content responsive to the refined search queries; and

wherein identifying the second content comprises selecting the second content based on a ranking of the second content.

3. The computer-implemented method of claim 2 , wherein:

ranking, by the computer system, the second content identified using the refined search queries comprises, for each refined search query, ranking the second content identified using the refined search query relative only to other second content identified using the refined search query; and

selecting the second content based on the ranking of the second content comprises selecting a highest ranked second content for each of at least two of the refined search queries.

4. The computer-implemented method of claim 2 , wherein:

ranking, by the computer system, the second content identified using the refined search queries comprises ranking each second content identified using the refines search queries relative to all other second content responsive to the refined search queries; and

selecting the second content based on the ranking of the second content comprises selecting a subset of highest ranked second content from all second content identified using the refined search queries.

5. The computer-implemented method of claim 1 , comprising:

for each refined search query and second content identified using the refined search query:

ranking the second content based, at least in part, on:

a performance measure of the second content; and

a performance measure of the refined search query specifying performance of the refined search query when the refined search query is presented on a search results page generated responsive to submission of the first search query by a user device;

wherein providing second content identified using the refined search queries comprises:

selecting a highest ranked second content according to the ranking; and

providing the highest ranked second content.

6. A system, comprising:

a data storage device storing computer readable instructions; and

one or more data processing devices that interact with the data storage device, and upon execution of the computer readable instructions perform operations comprising:

receiving a first search query submitted by a user device;

receiving, from a search system, refined search queries that are identified by the search system using the first search query that was submitted by the user device, wherein the refined search queries are different from, and not included in, the first search query;

identifying first content using the first search query that was submitted by the user device;

identifying second content using the refined search queries; and

generating a search results page in response to receipt of the first search query that was submitted by the user device, wherein generating the search results page comprises:

populating a first portion of the search results page with search results identified using the first search query that was submitted by the user device;

populating a second portion of the search results page with the first content identified using the first search query that was submitted by the user device; and

populating a third portion of the search results page with the second content identified using the refined search queries that were received from the search system, wherein populating the third portion of the search results page with the second content causes the second content to be included in the search results page without requiring the user to interact with any of the refined search queries to access the second content in a subsequently requested page; and

populating a fourth portion of the search results page with the refined search queries, wherein:

the first portion, the second portion, the third portion, and the fourth portion of the search results page are each visually distinguishable from each other in the search results page; and

the search results, the first content, the second content, and the refined search queries are each different from each other; and

at least one of the refined queries has a link that initiates submission of the at least one of the refined queries to the search system in response to user interaction with the at least one of the refined queries;

identifying a selection of a refined search query;

generating the subsequent results page responsive to the selected refined search query;

determining whether a particular second content identified using the selected refined search query is included in the second content presented in the search results page; and

when the particular second content identified using the selected refined search query is determined to be included in the second content presented in the search results page, precluding inclusion of the particular second content in the subsequent search results page generated responsive to the selected refined search query.

7. The system of claim 6 , wherein execution of the instructions causes the one or more data processing devices to perform operations comprising:

ranking, by the computer system, the second content responsive to the refined search queries; and

wherein identifying the second content comprises selecting the second content based on a ranking of the second content.

8. The system of claim 7 , wherein:

ranking, by the computer system, the second content identified using the refined search queries comprises, for each refined search query, ranking the second content identified using the refined search query relative only to other second content identified using the refined search query; and

selecting the second content based on the ranking of the second content comprises selecting a highest ranked second content for each of at least two of the refined search queries.

9. The system of claim 7 , wherein:

ranking, by the computer system, the second content identified using the refined search queries comprises ranking each second content identified using the refined search queries relative to all other second content responsive to the refined search queries; and

selecting the second content based on the ranking of the second content comprises selecting a subset of highest ranked second content from all second content identified using the refined search queries.

10. The system of claim 6 , wherein execution of the instructions causes the one or more data processing devices to perform operations comprising:

for each refined search query and second content identified using the refined search query:

ranking the second content based, at least in part, on:

a performance measure of the second content; and

a performance measure of the refined search query specifying performance of the refined search query when the refined search query is presented on a search results page generated responsive to submission of the first search query by a user device;

wherein providing second content identified using the refined search queries comprises:

selecting a highest ranked second content according to the ranking; and

providing the highest ranked second content.

11. A non-transitory computer readable storage medium encoded with a computer program comprising instructions that when executed causes one or more data processors to perform operations comprising:

receiving a first search query submitted by a user device;

receiving, from a search system, refined search queries that are identified by the search system using the first search query that was submitted by the user device, wherein the refined search queries are different from, and not included in, the first search query;

identifying first content using the first search query that was submitted by the user device;

identifying second content using the refined search queries; and

generating a search results page in response to receipt of the first search query that was submitted by the user device, wherein generating the search results page comprises:

populating a first portion of the search results page with search results identified using the first search query that was submitted by the user device;

populating a second portion of the search results page with the first content identified using the first search query that was submitted by the user device; and

populating a third portion of the search results page with the second content identified using the refined search queries that were received from the search system, wherein populating the third portion of the search results page with the second content causes the second content to be included in the search results page without requiring the user to interact with any of the refined search queries to access the second content in a subsequently requested page; and

populating a fourth portion of the search results page with the refined search queries, wherein:

the first portion, the second portion, the third portion, and the fourth portion of the search results page are each visually distinguishable from each other in the search results page; and

the search results, the first content, the second content, and the refined search queries are each different from each other; and

at least one of the refined queries has a link that initiates submission of the at least one of the refined queries to the search system in response to user interaction with the at least one of the refined queries;

identifying a selection of a refined search query;

generating the subsequent results page responsive to the selected refined search query;

determining whether a particular second content identified using the selected refined search query is included in the second content presented in the search results page; and

when the particular second content identified using the selected refined search query is determined to be included in the second content presented in the search results page, precluding inclusion of the particular second content in the subsequent search results page generated responsive to the selected refined search query.

12. The non-transitory computer readable storage medium of claim 11 ,

wherein execution of the instructions causes the one or more data processors to perform operations comprising:

ranking, by the computer system, the second content responsive to the refined search queries; and

wherein identifying the second content comprises selecting the second content based on a ranking of the second content.

13. The non-transitory computer readable storage medium of claim 12 , wherein:

ranking, by the computer system, the second content identified using the refined search queries comprises, for each refined search query, ranking the second content identified using the refined search query relative only to other second content identified using the refined search query; and

selecting the second content based on the ranking of the second content comprises selecting a highest ranked second content for each of at least two of the refined search queries.

14. The non-transitory computer readable storage medium of claim 12 , wherein:

ranking, by the computer system, the second content identified using the refined search queries comprises ranking each second content identified using the refined search queries relative to all other second content responsive to the refined search queries; and

selecting the second content based on the ranking of the second content comprises selecting a subset of highest ranked second content from all second content identified using the refined search queries.

15. The non-transitory computer readable storage medium of claim 11 , wherein execution of the instructions causes the one or more data processors to perform operations comprising:

for each refined search query and second content identified using the refined search query:

ranking the second content based, at least in part, on:

a performance measure of the second content; and

a performance measure of the refined search query specifying performance of the refined search query when the refined search query is presented on a search results page generated responsive to submission of the first search query by a user device;

wherein providing second content identified using the refined search queries comprises:

selecting a highest ranked second content according to the ranking; and

providing the highest ranked second content.