It appears that plural and singular are two separate searches as far as the paid terms are concerned...
In other words a search for window will not find windows in the paid listings and visa versa.
8:19 pm on Jun 16, 2001 (gmt 0)
Depends on which search engine or PPC engine you use. GoTo is supposed to return either plural or singular form, for one bid; and usually does, in my experience. Other PPCs normally do not. You have to bid on both the singular and plural forms.
10:20 pm on Jun 16, 2001 (gmt 0)
Do I need to bid on both the plural and singular forms of my keyword? ........To address this issue, GoTo has developed Match Driver, a tool that takes search term misspellings, singular/plural combinations, and other variations, and maps them to a primary term so that consumers get the best and most comprehensive search results we can offer. For example, let's say that a user searched on the term "cat". Match Driver would match "cat" with all the permutations of that term, such as "cats". ........................
My experience with goto and plurals is consistently inconsistent. Some keywords that I bid on require that you also bid on the plural as well. I don't know if this is a clear pattern, but it seems that singular words require the extra bid whereas keyword phrases do not.