Suggesting keyword expansions for advertisement selection

One or more computer-readable media storing computer-useable instructions that, when used by one or more computing devices, cause the one or more computing devices to perform a method comprising:

• receiving from a first expansion provider a keyword and one or more keyword expansions associated with the keyword;
• for each of the one or more keyword expansions, extracting feature data, wherein the feature data comprises one or more of,
• 1) an attribute of the one or more keyword expansions, or
• 2) a property of the first expansion provider;
• based at least on the extracted feature data, assigning a score to each of the one or more keyword expansions;
• and
• utilizing the scores assigned to the one or more keyword expansions, selecting a set of keyword expansions from the one or more keyword expansions that are used for advertisement selection.

One or more computer-readable media storing computer-useable instructions that, when used by one or more computing devices, cause the one or more computing devices to perform a method comprising:

• receiving a request for one or more advertisements, wherein the request is in a response to one or more of a search query submitted by a user on a search page or the user browsing a web page, and wherein the request includes an original context that includes one or more of the search query submitted by the user, the web page browsed by the user, an identification associated with the user, or a location associated with the user;
• performing at least one operation on the original context, wherein the at least one operation includes one or more of correcting spelling of any alphanumeric strings in the original context, extracting keywords from the search query or text of the web page, or separating the search query or the text of the web page into one or more alphanumeric strings;
• communicating the original context to one or more expansion providers, wherein the one or more expansion providers are third parties that are external to an entity that selects advertisements for presentation to the user;
• receiving from the one or more expansion providers one or more keyword expansions that correspond to the original context;
• determining feature data for each of the one or more keyword expansions, wherein the feature data comprises properties associated with a particular keyword expansion or properties of an expansion provider that submitted the particular keyword expansion;
• assigning a numerical value to each of the one or more keyword expansions, wherein the numerical value is assigned based on the feature data and a selection function trained via machine learning methods;
• utilizing the assigned numerical values, selecting a set of keyword expansions from the one or more keyword expansions to use for advertisement selection;
• selecting one or more advertisements based on the set of keyword expansions;
• and
• communicating the one or more advertisements for presentation to the user.