• http://www.Match.ccom simons1321

    {KEYWORD: default} does not capitalize all letters. It only capitalizes the first letter of each word.

    AdWords capitalization rules still apply, meaning an ad can’t include excessive capitalization such as ‘BUY DVD BURNERS.’ Full capitalization may only be used when the natural spelling of a word requires it, such as in acronyms, technical terms, and trademarked terms.

    see Adwords Capitalization guidelines here: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996

  • http://www.getfoundfirst.com Luke

    You said relevance also increases with DKI. Has anyone seen how much this will increase by?

    I haven’t noticed that with my campaigns but always wondered the relationships between relevance and DKI.

  • http://www.findmefaster.com Matt Van Wagner

    simons 1321 is correct. The {KEYWORD: default} syntax now operates just like the {KeyWord: default} syntax for Adwords DKI.

    To be fair to Josh, this is a very recent change to the Google Adwords DKI syntax, and I don’t recall seeing it announced anywhere. I’ll bet that too many people simply abused the option and created spammy All Caps ads in violation of Google’s guidelines, so Google simply changed it. So, for all you adventurous advertisers out there who were taking advantage – your ads are probably still running, but not like you thought they were.

    I never felt that the ALL CAPS option very useful, actually, and found few legitimate use cases for it.

    What would be useful, however would be the ability to use ALL CAPS for interior words, not just first and last, so that ads where acronyms and abbreviations logically and naturally fall in the middle can be implemented using DKI

    For example Ad Headlines like this can not be implemented with current DKI syntax options:

    Great NH Vacation Rentals
    Great ME Vacation Rentals
    Great VT Vacation Rentals

    What do you think, Google-team? Is there a way to implement interior caps within your DKI syntax?

    Josh – thanks for this great post and your entire series. It is really great stuff!

    Matt Van Wagner

  • http://www.andrewholladay.com andrewholladay

    Yes..Thanks for a great article.

    Matt/Simons 1321..I’m still seeing the {KEYWord: Default} operator still working properly in my accounts. Is it possible its grandfathered in and simply not working for new ads created moving forward? Or only applicable in some accounts at this point before being rolled out entirely?

    Thanks,
    Andrew Holladay

  • http://www.Match.ccom simons1321

    @Andrew

    You can have one word capitalized, just not an entire phrase or multiple words unless they fall into the exception. So {KEYWord:Default} and {KeyWORD:Default} should still work.

  • http://www.andrewholladay.com andrewholladay

    Got it. KEYWord works. Just not KEYWORD.

    Also, I second Matt’s request for caps on interior words.