DoEs cAse Make a DiFference to AdWords?

or is it simply down to the phrase

[Visit Thailand]

I am curious as to whether case matters to an AdWords campaign.

If I have a compain for widgets will it give the same results as Widgets or should I do both?

[martinibuster]

I've always capitalized the Keywords. The Keywords used in the search are bolded by AdWords, and the Keywords will stand out even more, attracting attention to itself, if you capitalize it.

Also important to put as many of the keywords as you can up in the title.

[edited by: martinibuster at 3:30 pm (utc) on Dec. 4, 2003]

[mcavic]

AdWords is not case sensitive, but the case should look correct to the user who sees the ad.