Keywords in AdWords – part 1

Choosing the list of keywords is one of the strategic steps in AdWords advertising.

Even before we start to build the keyword list, to ask “what keywords search users to find the product/service I promote” we should be careful at duplicates.

Did you know that…

… caps have no importance? If we write a keywords with capital letters and one with small letters, these two keywords are identical so, they will canibalize???

… there are symbols unrecognized by system? You will get error if you will try to add ! @ % ^ * () = {} ; ~ ` <> ? \ | in keywords.

… there are symbols ignored by system? – . are ignored.
So e-commerce is identical with e commerce, and Str. is identical with Str
Both versions will compete if appear in the same search campaign.

… there are recognized symbols by system? & and accents are recognized. So Romania is different than România. Depending on the match type, we can target search queries with accents or not. If we choose Romania in broad match, most probably the ads will be displayed for România as well. But if Romania is in phrase or exact phrase, this thing will not happen.

Coming next: Keywords in AdWords – part 2 – strategy for building keyword list.