Abstract: The present disclosure relates to a method, system and computer readable recording medium for generating a keyword pair for search advertisement based on advertisement purchase history. The method includes acquiring a set of search keywords for each of advertisers having purchased or attempted to purchase the search keywords to place search advertisement or to make an attempt to place the search advertisement, selecting at least two search keywords among the set of keywords, generating a keyword pair of the selected search keywords correlated to each other, and storing information regarding the generated keyword pair. It is possible to provide an improved keyword determination model capable of determining correlated search keywords without processing an enormous amount of data such as search keywords of all users or keywords appearing on all of web pages, thereby enabling more efficient data processing.