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Plural Words and Capitalizations??

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hello!

 

My company and I are trying to work on a list of Keywords for our ads. Do we have to create the words into plurals, or will Google do that? For example,  if we have 'cleaner' as  word, and someone searches 'cleaners' do we need to use both words, etc?

 

To explain, if we have the word, 'cleaners' do we need to add the word as a singular, or is it recognized?

 

Secondly, does the capitalization of the words, (using big or little letters) matter to the searches?

 

Thank you for your help in advance!

2 Expert replyverified_user
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Marked as Best Answer.
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Accepted by Theresa_Zook (Rising Star)
September 2015

Re: Plural Words and Capitalizations??

[ Edited ]
Top Contributor
# 2
Top Contributor

Hi Anthony,

 

1. By default, phrase and exact match types include plurals, misspellings, and other close variants. Unless you change your default settings, that's okay. (Broad match covers them by definition.)

 

2. Capitalization does not matter.

 

Best,

Lakatos

 

 

 

View solution in original post

Marked as Best Answer.
Solution
Accepted by Theresa_Zook (Rising Star)
September 2015

Re: Plural Words and Capitalizations??

[ Edited ]
Top Contributor
# 2
Top Contributor

Hi Anthony,

 

1. By default, phrase and exact match types include plurals, misspellings, and other close variants. Unless you change your default settings, that's okay. (Broad match covers them by definition.)

 

2. Capitalization does not matter.

 

Best,

Lakatos

 

 

 

Re: Plural Words and Capitalizations??

Collaborator ✭ ✭ ✭
# 3
Collaborator ✭ ✭ ✭

Hello,

 

Plural or singural forms can have different CTR and bring different conversions. Sometimes I use them just to be able to pause the singular if it does not bring enough conversions, because people who search for services usually use plural. You can check out this previous conversation :

 

https://www.en.adwords-community.com/t5/Improve-results/Plural-and-singular-variations/td-p/5392

 

 

In addition, if you want to see what visitors searched, plural or singular, you can use the search term report described here :

 

https://support.google.com/adwords/answer/2472708?hl=en

 

About plural and singular in the negative keywords : you have to use both forms, because negative keywords do not generate by default plural or singular.

 

Here is where you can change how plural and singular gets matched :

 

no-close-varians.jpg

 

 

Re: Plural Words and Capitalizations??

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭

Thank you for your help!

 

A second question that we had was this:

We create products for different companies that handle bulk material. One of our products is a 'Industrial Vibrator'. If we use the Keyword 'Industrial Vibrator' and someone types in 'vibrator' because they are looking for something else completely different, will our ad show up? We don't want it to show up when someone searches this, but will it?

Re: Plural Words and Capitalizations??

Collaborator ✭ ✭ ✭
# 5
Collaborator ✭ ✭ ✭

I would place such delicate expressions in a separate campaign and disable the "close variants" option in that campaign because you never know what equivalences google makes for your phrases. There is no tool to check "close variant" for an expression.

 

When you use the phrase match here is what happens :

 

(just quoting)

 

With phrase match, your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it. We'll also show your ad when someone searches for close variations of that exact keyword, or with additional words before or after it.

Using phrase match can help you reach more customers, while still giving you more precise targeting. In other words, your keywords are less likely to show ads to customers searching for terms that aren't related to your product or service.

To use a phrase match keyword, simply surround the entire keyword with quotation marks. For example, "women's hats".

 

https://support.google.com/adwords/answer/3205250?hl=en&rd=1

 

The most secure way with that expression is to use exact match with the disabled "close variants" :

 

With exact match, your ads can appear when someone searches for your exact keyword, without any other terms in the search. We'll also show your ad when someone searches for close variations of that specific keyword.

Unlike phrase match, if someone searches for additional words before or after your exact keyword, your ad won't show. Using exact match means that your keywords are targeted more precisely than broad match or phrase match.

 

 

Re: Plural Words and Capitalizations??

Top Contributor
# 6
Top Contributor
Hi Anthony,

It is chances the ads appears. But if you want not to show the ads on the word"Vibrator".
So please ads such types of word in Negative Exact Match Type.

to avoid this, create a list of such types of words and them in Exact match Negative Word.

And also see the search query report of the keywords to optimize the keywords.

Learn how to add negative keywords and find Search query report

https://support.google.com/adwords/answer/2453972?hl=en

https://support.google.com/adwords/answer/2472708?hl=en

Thanks
Rakesh.
--Rakesh Kumar, AdWords Top Contributor , Twitter | Linkedin | Community Profile
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’

Re: Plural Words and Capitalizations??

Collaborator ✭ ✭ ✭
# 7
Collaborator ✭ ✭ ✭

About "2. Capitalization does not matter"

 

Yes it does matter , when you are using keywords with the Dynamic Keyword Insertion format.

In this situation , the keyword in transferred in the Ad text ( Headline or Description lines 1,2 ) exactly as you type it. If you make the mistake to type a keyword with ALL CAPS , your ad gets a good chance of being disapproved.

 

Read about it here :

 

https://support.google.com/adwords/answer/2454041

Re: Plural Words and Capitalizations??

[ Edited ]
Visitor ✭ ✭ ✭
# 8
Visitor ✭ ✭ ✭

I got a case like in the image.

 

than khuc.png

 

By accidentally, the former account manager inserted these 2 keywords "than khuc" and "Than khuc" with same matching type (broad match) with different bid.

 

The results are clicks, impressions and CRT respectively. What's the explanation for this?

 

Thanks

 

Re: Plural Words and Capitalizations??

[ Edited ]
Collaborator ✭ ✭ ✭
# 9
Collaborator ✭ ✭ ✭

Hello Aaron 

 

Please go to the Ads tab and use the Segment button + Keywords/Placements to see in relationship with which Ad the second keyword has most of the clicks and if it is different from the keyword+Ad pair with the most clicks for the other keyword.

 

For example if you have 5 ads :

 

the most clicks for keyword than khuc can be registered in the pair Ad4+than khuc

 

and the most clicks for Than khuc can be found in the pair  Ad1+Than khuc

 

The average CTR of the keyword is actually an average from all these pairs.

 

[Later edit] The conclusion could be that Ad1 performs a lot better than Ad4, people like it and clicked on it in a higher percentage, and a higher CTR resulted in a lower avg. CPC.

Re: Plural Words and Capitalizations??

[ Edited ]
Visitor ✭ ✭ ✭
# 10
Visitor ✭ ✭ ✭

Hi Adrian

Firstly, thanks so much for your tip to see the keywords-ads pairing. Very valuable.

Secondly, I've got 15 ads for this specific adgroup.

It showed that both keywords be found in the pair of 12 ads and than khuc paired with all 15ads. The clicks and impressions are by no means different. (usually than khuc received more impressions)

My big concern is not about the result but just like you I read many times from the learning center that Goolge is case insensitive. But from the result, I can see that searcher receives different ads when typing different cases