12. The system of claim 11 , wherein the at least one computing device is configured to: select one of the plurality of organic search keywords by, for each of the plurality of organic search keywords: comparing the assist-to-last ratio for the organic search keyword to a particular threshold assist-to-last ratio; and determining whether to select the organic search keyword based on the comparison; and generate the recommendation, the recommendation comprising an indication to add the selected organic search keyword to the content provider's paid keywords.
14. The system of claim 12 , wherein the at least one computing device is configured to provide a comparison between the selected organic search keyword of the recommendation and the paid keywords.