Keyword Capitilzation Question

Hi all,

I've been looking for the answer to this question, but can't seem to find it anywhere, maybe one of you can help.

When creating keyword lists for PPC campaigns, does capitilization matter?

i.e. is there a difference between
running shoes
Running Shoes
Running shoes
RUNNING SHOES

or are they all recognized as the same?

This would greatly help me in creating my first campaigns as I am unsure if I should repeat keywords with different capital letter combinations.

Thankyou!

You should make them easy to read for human eyes, so use proper grammar - and follow the PPC providers guidelines, too.

Google frowns on all-caps, for example.

Sorry I maybe wasn't clear. I wasn't talking about the ad copy itself, but rather the keywords for user searches.

For instance if my keyword is canadian geese.

Will my ad come up if someone types in
Canadian geese
CANADIAN GEESE
Canadian Geese?

or would I have to change make four keywords to capture these four search variations.

Nope - any of those will trigger the ad to show - all other variables being correct.

...though I'll add that I think you can set some programs to only trigger with an exact match - it'll vary by program if they consider caps v. non-caps as exact or not...