Utilizing a reserve price for ranking

A system for ranking ads, the system comprising:

• one or more processors coupled to a computer storage medium, the computer storage medium having stored thereon a plurality of computer software components executable by the processor, the computer software components comprising:
• a calculating component for calculating a score for each of one or more advertisements associated with a search query, wherein the score is calculated based on a reserve price;
• a ranking component for ranking the one or more advertisements based on the score for each of the one or more advertisements, wherein the score utilizes the reserve price;
• and
• a pricing component for associating a price with each of the one or more advertisements based on the score.

One or more computer-storage media having computer-executable instructions embodied thereon that, when executed by one or more computing devices, perform a method of ranking ads, the method comprising:

• receiving a search query;
• identifying one or more advertisements associated with the search query that are included in an auction for the search query;
• calculating a score for each of the one or more advertisements using each of a bid submitted for each of the one or more advertisements, a reserve price, and a click probability associated with each of the one or more advertisements;
• ranking the one or more advertisements based on the score calculated from the bid, the reserve price, and the click probability;
• and
• associating a price with each of the one or more advertisements based on the score.