What Google’s system recognizes re: punctuation

The AdWords system doesn’t recognize most symbols (i.e., non-letter characters) when they appear in keywords. The two exceptions are ampersands and accent marks. 

I. Valid Symbols

 Our system recognizes two kinds of symbols in keywords: ampersands (&) and accent marks (e.g., á).

 The following terms would be treated as different keywords:

 ‘bed and breakfast’ is distinct from ‘bed & breakfast’

‘sidewalk cafe’ is distinct from ‘sidewalk café’

 II. Ignored Symbols

 You can add keywords containing periods or dashes to your account, but the punctuation will be ignored. For example, our system would treat the following keywords as identical:

 ‘T-rex’ is equivalent to ‘T rex’

‘Fifth Ave’. is equivalent to ‘Fifth Ave’

 If your account contains more than one equivalent keyword, such as in the examples above, only one of the keywords will be allowed to trigger an ad per search query. Learn more at http://adwords.google.com/support/bin/answer.py?answer=66292&hl=en_US.

 We recommend deleting keyword duplicates to make your ad groups more manageable. Learn how at http://adwords.google.com/support/bin/answer.py?answer=6271&hl=en_US.

 III. Invalid Symbols

 You’ll see an error message if you try to add keywords containing the following symbols to your account:

 ! @ % ^ * () = {} ; ~ ` <> , ? |

 IV. Capitalization

 Finally, please know that the system does not consider differences in capitalization when delivering your ads.


Jon Lisbin About the author
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