webdiversity - 10:02 pm on Jun 16, 2003 (gmt 0)

A lot depends on the sector. We've seen some where the plural is 3 times as popular as the singular and others where it's just a bit more. There is also the difference between impressions and clicks, and that too will vary on the sector.

Suffice to say that Overture don't cover every angle of plural/singular/mispelling, so if you don't look to find them then you won't find them.

Optimise for both, buy both if appropriate.