1. A method of associating an advertisement with a web page, comprising: under control of one or more computer systems configured with executable instructions, identifying web pages associated with potential queries using a search engine; performing a mapping operation to obtain a map of the web pages as a function of the potential queries; performing a reverse mapping operation to obtain a grouping of potential queries as a function of one of the web pages; selecting an active query from the grouping of potential queries, the active query comprising a selected query from the grouping of potential queries, selected based at least in part on weights assigned to each potential query of the grouping of potential queries according to a relevance score provided by the search engine; and alternating the active query from among the grouping of potential queries based at least in part on the assigned weights, thereby providing each of the other of the potential queries of the grouping of potential queries as the active query to an advertising service to associate an advertisement with the web page.