Some AdWords advertisers may find their ads appearing with capitalization that differs from what was approved in their AdWords account, as Google apparently tests capitalization variations to see how it affects click-through rates.
One Search Engine Land reader, Nilaye Thakrar, search engine marketing manager at Canada’s Workopolis, sent us an example. Some words that had their initial letter capitalized in the approved ad were shown with a lower case initial letter, but other words had the upper case initial letter intact. Though proper nouns were kept intact with initial capitalization, other words were capitalized, as well. It’s not clear what criteria might be in play.
Google is constantly conducting tests to see if it can improve user response to AdWords ads.