Methods, systems and apparatus, including computer programs encoded on a computer storage medium for selecting keywords for resources are disclosed. In one aspect, a search query is received associated with a first user. A determination is made that the first user is a follower of an entity feed that is provided by a first entity and that is provided through a social network. A content item is selected having distribution parameters specifying that the content item is to be provided to users that are followers of the entity feed and that submit the search query. The selected content item is provided for the first user.