17. A system comprising at least one processor configured to execute instructions stored in a computer-readable medium and perform operations comprising: identifying at least one keyword, wherein identifying the at least one keyword comprises selecting the at least one keyword from a plurality of search terms, wherein each of the plurality of search terms is associated with a respective bid amount; identifying at least one bid amount associated with the at least one keyword; identifying directly relevant content on at least one social media platform, wherein the directly relevant content is identified based on including at least one post that includes the at least one keyword; identifying relevant downstream content on the at least one social media platform, wherein that the relevant downstream content includes at least one additional post that is associated with the at least one post and that does not include the at least one keyword and that is relevant to the at least one keyword; generating at least one respective value for at least one metric describing a relevance for the at least one keyword, wherein the value for the at least one metric is generated based on the directly relevant content and on the relevant downstream content; and automatically modifying the at least one bid amount based on determining the at least one respective value for the at least one metric describing the relevance for the at least one keyword.
17. A system comprising at least one processor configured to execute instructions stored in a computer-readable medium and perform operations comprising: identifying at least one keyword, wherein identifying the at least one keyword comprises selecting the at least one keyword from a plurality of search terms, wherein each of the plurality of search terms is associated with a respective bid amount; identifying at least one bid amount associated with the at least one keyword; identifying directly relevant content on at least one social media platform, wherein the directly relevant content is identified based on including at least one post that includes the at least one keyword; identifying relevant downstream content on the at least one social media platform, wherein that the relevant downstream content includes at least one additional post that is associated with the at least one post and that does not include the at least one keyword and that is relevant to the at least one keyword; generating at least one respective value for at least one metric describing a relevance for the at least one keyword, wherein the value for the at least one metric is generated based on the directly relevant content and on the relevant downstream content; and automatically modifying the at least one bid amount based on determining the at least one respective value for the at least one metric describing the relevance for the at least one keyword. 19. The system of claim 17 , wherein the at least one processor is further configured to perform additional operations comprising: generating at least one additional keyword different from and related to the at least one keyword, wherein the at least one additional keyword is generated based on the relevant downstream content; and identifying additional relevant downstream content that includes the at least one additional keyword; wherein the value for the at least one metric is determined based on the directly relevant content, the relevant downstream content, and the additional relevant downstream content.