December 14, 2008
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
“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.