It is important to understand how the AdWords system allows the use of symbols and accents. Using these symbols allow you to optimise your keywords in your account allowing you to increase search engine visibility.

Here is a quick overview of how Google handles symbols and accent marks within keywords.

Ampersands

The following keywords are treated as separate keywords by AdWords, so I would always recommend entering both variations;

Over and out

Over & out

Accents

Keywords containing accents are also treated as separate keywords;

fiance & fiancé

When adding keywords with accents to adgroups I would recommend adding both accented and non-accented variations of keywords to ensure you have all bases covered.

Ampersands and accents are the only two symbols recognised in keywords by AdWords. The following symbols are not allowed to be entered as part of a keyword or phrase in AdWords.

^ – Circumflex

!  -Exclamation mark

@ – At symbol

% – Percentage symbol

* – Asterix

() –- Round brackets

= – Equals sign

{}– – Curly brackets

; – Semi colon

~- Tide

<> – Chevrons

? – – Question mark

– Back slash

Now continue expanding your keyword lists t include symbols and accents where necessary!

All feedback and additional comments welcome.