The subject matter of this specification can be embodied in, among other things, a method that includes generating content-based keywords based on content generated by users of a social network. The method includes labeling nodes comprising user nodes, which are representations of the users, with advertising labels comprising content-based keywords that coincide with advertiser-selected keywords that are based on one or more terms specified by an advertiser. The method also includes outputting, for each node, weights for the advertising labels based on weights of advertising labels associated with neighboring nodes, which are related to the node by a relationship.