REVISE this to be consistent with the new claim 1 . . . The present disclosure includes a system and method for identifying negative keywords associated with advertisements. In some implementations, a method for advertising includes identifying one or more keywords associated with an advertisement. The keywords used to embed the advertisement in web pages such as those including search results. By identifying, from the plurality of search criterion, a subset of search criterion as being off-topic to the advertisement item, one or more negative keywords may be derived from the subset of off-topic search criterion in order to limit the embedding of non-relevant advertisements in web page content.