615-745-3094 info@workmedia.net

Here is something most people reading this probably don’t know because it doesn’t make a lick of sense: Google treats duplicate keywords as separate if they have different capitalization. For example:



These two words would be considered different keywords even if they were both in the same ad group. So you might say…what’s the big deal? Here’s the problem. It has been our experience that there are times when Google seems to greatly favor keywords that are all lower case. It would not be unusual for the first keyword above to have a quality score of 5 while the lower case version had a quality score of 10.

Given that you don’t really know which keyword will trigger your ad, it is best to always use the version which might give you an advantage in ad positioning. So even if you decide to experiment to see what happens with capitalized versions, always test the lower case version as well.

Another problem with having keywords in your ad groups that are the same except for capitalization is that it aids in making your account more unwieldy and difficult to manage. Accounts that are fine-tuned to the best (and smallest) set of keywords are much easier to manage, so we suggest only using lower case keywords, but have each in your account as both exact and broad match.

This is just one example of how something that seems very insignificant can have an impact on your overall paid search account performance. It is important to pay attention to the details.

Got questions about search engine marketing? Feel free to contact Work Media at 888-299-4837 or email Info@WorkMedia.net.