1. A computer-implemented method, comprising: identifying a string of text, wherein the string includes one or more tokens; identifying one or more rewrite rules; identifying a set of the rewrite rules for the string; generating a rewrite of the string based on the tokens and the set of the rewrite rules; providing the rewrite to computing devices for potential interaction by one or more users of the computing devices with content associated with the rewrite; identifying one or more interactions with the rewrite in response to the providing, wherein each of the interactions indicates user interest in the content associated with the rewrite; and scoring the set of the rewrite rules based on the one or more interactions.