An example system can include a server that includes or is associated with a keyword recommendation module. The keyword recommendation module can be configured to select keywords for a search engine for use in a search engine marketing campaign, wherein the search engine provides more traffic to Internet content of a publisher than other search engines, for the keywords. The module can also be configured to determine, per keyword, user engagement with the Internet content resulting from the traffic provided by the search engine for the keywords, according to one or more of time spent viewing the Internet content, page views of the Internet content, and dwell times. The module can also be configured to score, per keyword, the keywords according to the determined user engagement with the Internet content, and generate keyword recommendations according to the scoring of the keywords.