SECOND SIGHTING

The apostrophe is handled differently by Google, Yahoo! & Microsoft when showing your PPC ads. It’s not something thats really mentioned in any of the help documentation but i’ve had problems with it, so hopefully this quick tip will be of help to some people. Lets say you want to add a keyphrase including a word that should have an apostrophe e.g. the word can’t. Here is how it will be handled by:

• Google & Microsoft – you must add the apostrophe to show for searches with an apostrophe, and leave it out to show for searches without one.
• Yahoo! – you must add the apostrophe otherwise your ad will not show at all. It will then show for searches with or without an apostrophe.