Generating keywords

1. A method performed on a programmable processor, comprising:

receiving, at the programmable processor, a first keyword entered into a search engine to search for Internet content;

obtaining, via the programmable processor, categories that corresponds to the first keyword, the categories comprising second keywords that relate to the first keyword, second keywords in the categories having associated confidence scores, where a confidence score represents an indication of how often a keyword is hit within a corresponding category;

presenting, on a display device, the categories that correspond to the first keyword;

receiving, at the programmable processor, a selection corresponding to at least one of the categories;

generating, via the programmable processor, third keywords associated with the selection, wherein generating the third keywords comprises obtaining all or part of the second keywords in the at least one of the categories, and ranking obtained second keywords according to confidence score; and

incorporating, via the programmable processor, the third keywords into advertising content.

2. The method of claim 1 , wherein the first keyword is received via a graphical user interface (GUI).

3. The method of claim 1 , wherein the categories are obtained from a catalog file, the catalog file comprises mappings of second keywords to categories, and obtaining categories that correspond to the first keyword comprises retrieving mapped categories from the catalog file that correspond to the first keyword.

4. The method of claim 1 , wherein the advertising content comprises searchable content.

5. The method of claim 1 , wherein the third keywords are incorporated into metadata associated with the advertising content.

6. The method of claim 1 , wherein the third keywords are incorporated into visible content of the advertising content.

7. One or more machine-readable storage media comprising instructions that are executable to cause one or more processing devices to:

receive a first keyword entered into a search engine to search for Internet content;

obtain categories that corresponds to the first keyword, the categories comprising second keywords that relate to the first keyword, second keywords in the categories having associated confidence scores, where a confidence score represents an indication of how often a keyword is hit within a corresponding category;

present the categories that correspond to the first keyword;

receive a selection corresponding to at least one of the categories;

generate third keywords associated with the selection, wherein generating the third keywords comprises obtaining all or part of the second keywords in the at least one of the categories, and ranking obtained second keywords according to confidence score; and

incorporate the third keywords into advertising content.

8. The one or more machine-readable storage media of claim 7 , wherein the first keyword is received via a graphical user interface (GUI).

9. The one or more machine-readable storage media of claim 7 , wherein the categories are obtained from a catalog file, the catalog file comprises mappings of second keywords to categories, and obtaining categories that correspond to the first keyword comprises retrieving mapped categories from the catalog file that correspond to the first keyword.

10. The one or more machine-readable storage media of claim 7 , wherein the advertising content comprises searchable content.

11. The one or more machine-readable storage media of claim 7 , wherein the third keywords are incorporated into metadata associated with the advertising content.

12. The one or more machine-readable storage media of claim 7 , wherein the third keywords are incorporated into visible content of the advertising content.

13. An apparatus comprising:

memory to store instructions that are executable; and

a processing device to execute the instructions to perform the following functions:

receiving a first keyword entered into a search engine to search for Internet content;

obtaining categories that corresponds to the first keyword, the categories comprising second keywords that relate to the first keyword, second keywords in the categories having associated confidence scores, where a confidence score represents an indication of how often a keyword is hit within a corresponding category;

presenting the categories that correspond to the first keyword;

receiving a selection corresponding to at least one of the categories;

generating third keywords associated with the selection, wherein generating the third keywords comprises obtaining all or part of the second keywords in the at least one of the categories, and ranking obtained second keywords according to confidence score;

and

incorporating the third keywords into advertising content.

14. The apparatus of claim 13 , wherein the first keyword is received via a graphical user interface (GUI).

15. The apparatus of claim 13 , wherein the categories are obtained from a catalog file, the catalog file comprises mappings of second keywords to categories, and obtaining categories that correspond to the first keyword comprises retrieving mapped categories from the catalog file that correspond to the first keyword.

16. The apparatus of claim 13 , wherein the advertising content comprises searchable content.

17. The apparatus of claim 13 , wherein the third keywords are incorporated into metadata associated with the advertising content.

18. The apparatus of claim 13 , wherein the third keywords are incorporated into visible content of the advertising content.