Systems and methods for adjusting a relevancy score of a keyword cluster—time period—event category combination is provided. Processors can identify an event category associated with relevancy scores. Processors can identify, from a content serving opportunity log, content serving opportunities associated with the event category in which content served in the content serving opportunity is selected based on a keyword cluster associated with the event category. Processors can determine, for each of the identified content serving opportunities, an event for which content was served in the content serving opportunity. Processors can then adjust a relevancy score of the keyword cluster—time period—event category combination based on the performance of the content of the subset of content serving opportunities.