Adwords Non Standard Characters Exceptions

Apostrophes are treated differently depending on whether or not they directly precede the letter 's' at the end of a sentence. If the user's search ends in 's, Adwords will match it with keywords ending in 's. For all other searches an apostrophe is treated like a space.

Example: chidren’s YES

childre’ns NO

“directly precede” so in the second case the typo would be interpreted by Adwords as childre ns
The space apostrophe would be considered a space in the typo example.

I am still underclear re: plural possessive, ie. childrens’

I’ll check on this and get back to you.

Other non standard character exceptions are “&”, and the accent mark.

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