Yes. There are some search keyword formatting rules standard to internet search practices, and to Google, that youll need to consider when choosing your keywords.
When a user enters their search query (keyword) into the Google search dialogue box, they're letting Google know which web content would be most relevant to them. Any special command or operator users enter affects their results and helps Google provide them with the most targeted results possible. (Learn more about the basics of Google search.)
Since these additional commands are recognized as operators for the Google search engine, AdWords ignores these operators when a) the user enters them into their search or b) an advertiser adds them to a keyword list. This means that an ad you'd like to appear on Google may not appear there, but could still appear on other Google network properties.
We've included a list of the most common search and AdWords keyword formatting interactions below. To learn more, see a list of Google's available search operators.
Example A: domain.com reviews
If the user is looking for sites and information about domain.com, they could enter domain.com reviews. Google then provides relevant search results and AdWords ads for this query.
Example B: "used books" site:domain.com
If a user enters "used books" site:somebookstore.com, they're looking for pages that include the phrase "used books" within the somebookstore.com domain only. Google follows this operator and provides these results, but AdWords does not. So the ads shown alongside these results feature ads targeting "used books".
Example C: OR real estate
In most search engines, OR represents an either/or operator. That is, a user who enters "Japanese OR Korean films" would like to see results for either "Japanese films" or "Korean films." Results are expected to include both.
For this example, if the user enters the keyword OR real estate, this is seen by Google as an incomplete use of the OR command. Google ignores this portion of the search term, and the AdWords system shows ads targeting "real estate". This is true even if the user enters the keyword as a phrase or exact match: [OR real estate], "OR real estate"
As an advertiser, if you want to target Oregon real estate you should use the full spelling of the state, or city and region names within Oregon to target your ad.
Example D: dolphins -miami
The user who enters this query is looking for search results featuring dolphins. The user also wants to exclude search result for pages that refer to Miami (including references to the Miami Dolphins sports team). In this case, Google shows search results with the term "dolphins" and without "miami. The AdWords system serves ads based on the keyword "dolphins" alongside those search results, but does not exclude ads that contain the word Miami.