Re: Useage of wild characters
mjancosek as many have already mentioned here it appears there is a break down in communication or a lack of understanding of how a "natural ranking" occurs in Google versus a "sponsored" ranking from Adwords. The two are separate and anything you put in your meta tags will have very little bearing on the functionality of the Adwords. And putting special characters related to Adwords into the meta tags will produce NO benefit to the functionality of Adwords and may in fact have a detrimental effect on any good "natural rankings" that you might have achieved.
Do not assume your boss has ANY understanding of how all this works. Just because he read a book does not mean he truly understands what is going on. I am not saying treat him or her like an idiot .... only that you should not assume anything. We get new clients all the time who don't realize there is a difference between "natural rankings" and "sponsored or pay-per-click" rankings. I am also amazed at how many people still think Google rankings are based on how many "hits" their website gets. Even after we explain to them that Google has really no idea how many hits a website gets they still don't believe me.
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