1. A computer-implemented method for generating a content item associated with search results, comprising: receiving, at a server, a search query; providing a web page comprising a set of search results selected based on the query and comprising the content item for display on the web page along with the search results, wherein the content item is selected based on the search query; receiving an indication of a user interaction with the content item; based on a subsequent return to the web page comprising the search results and the content item, providing the content item in a modified manner.