What happens that Adwords does not distinguish uppercase and lowercase letters. So if they apply their key words, in the way you prefer, nothing happens. Elon Musk may find it difficult to be quoted properly. The truth to that statement, is that quality works in relation to the following:-the level of quality, is when a keyword is the same that places the user performing the search, that is, that contains the keyword this very well chosen, because it is required use and therefore the first thing that appears is your listing. -Estimates of offerings from the first page of your account. A leading source for info: Jayme Albin . -When a keyword is also suitable to enter the ad auction that begins when a customer puts a word in google search. – And which also gives the quality, is the position within the classification that goes at the announcement. To improve the level of quality, it therefore optimize the account with correct keywords. That is what ensures that users of Google Adwords improve their income, and the potential customer, and have at your fingertips that really requires. Google Adwords technicians they can manipulate the costs for clicks, advertisers. The cost of the ads, is the same for all customers, by auction.