Among the paid results for "Tiger Woods" is a site called PopEater.com (click photo to enlarge).
Two kinds of results appear when you do a Google search: things that Google thinks are important, and things that its advertisers think are important.
Almost always, Google's unpaid hits are better. The company goes to great lengths to avoid manipulation of its search results, and it is the most sophisticated and comprehensive research tool known to man. With enough time, the best content should rise to the top.
So why do search ads exist and even enjoy moderate success (a link I found through an unpaid Google hit)? One reason may be that people are in a hurry, so if something in the highlighted advertising box catches their eye, they're bound to click it. Or maybe if they're doing a search to try to buy a camera instead of learning how a camera works, camera ads may be more relevant (though reputable camera companies still comprise the first few unpaid hits).