How Does Adwords Treat Keywords with Capitalization, Underscores or Apostrophes?

In a recent Adwords webinar, Google answered a long standing question I have had – what do they consider the same or different keywords?


Upper case vs. lower case has never been used to differentiate keywords, however, diacritics apparently are different keywords. Even more importantly, if you are using exact or phrase match, you should add them both.

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