Plural Forms of Nouns in Adwords

[shauvik]

Are the plural forms of nouns considered by Google as other keywords?

Like are: Hotel and Hotels different, when i am bidding for these keywords?? Would bidding on Hotel mean that the Google will consider both my keywords (Hotel and Hotels) here and would display the ad whenever any user types in any one of the two keywords?

Or do i need to mention both of these keywords separately.

I have also heard that the nouns which have simpler plural forms like book(s), Pen(s), Hotel(s) are alright. But when it comes to complex ones like Shelves (Plural of Shelf), Knives (Plural of Knife), Qualities (Plural of Quality), We MUST mention those keywords as individual ones.


Any help on this would be much appreciated.

[Discovery]

Yes, we have found that there are significant differences in ad ranking according to plurals as well as conjunctions, articles and particles.

Use compact campaigns with short keyword list that take advantage of all 3 match types. Over time remove the keyword match types that are not performing well for you.

This will give you the most initial coverage, but then allow you to reduce it down to just the best performers.

Discovery

[adamap]

I concur with Discovery. Bid on singular and plurals. I've seen they can have quite different ROI.

[Shmuel]

I second the concurring. While google says they overlap (which they do) there are still vast differences in clicks & conversions.

[Ryan L]

Don't know about others but I always have better results with plurals. Better conversions and CTR.

Make sure that the ads are either dynamic or reflect the different keywords.

[AdWordsRep]

Don't know about others but I always have better results with plurals. Better conversions and CTR. [...]

One thing that's interesting to think about (to me at least, but then I'm easily entertained, heheh) is how a word is used in day-to-day conversation and how that might relate to search queries online.

For example drivers do not usually shop for 'tire'. They more typically shop for 'tires', even if they only need one.

Folks searching online would probably search for 'bic pens' rather than a 'bic pen' since they'd likely want to buy in bulk. On the other hand someone might shop for either a 'waterman pen' or 'waterman pens', since a single pen requires a considerable investment.

And so on.

Just sort of thinking aloud here, not really making any sort of actionable point.

AWR