Systems and methods for identifying relevancy scores of a keyword cluster related to an event category for a given time period relative to an event of the event category. Processors identify an event and determine event parameters of the event. Processors determine keyword clusters associated with the event parameters for serving content. Processors generate a relevancy score for each of the keyword clusters over plurality of time periods relative to the event. The relevancy score of a first subset of the keyword clusters is higher during a first time period than a second time period and the relevancy score of a second subset of the keyword clusters is higher during the second time period than the first time period. Processors create, for the event, a data structure including the keyword clusters and the generated relevancy scores for each of the keyword clusters over the time periods relative to the event.