In Google adwords does the sequence of words in the keyphrase matters.Like "Gifts to paris" and "Gifts paris to" makes any difference in position.
And does "gifts" and "gift" matters.
There are several different ways Adwords ranks keyphrases, depending on how you set the 'keyword matching options' for each keyphrase. Read here for more info:
adwords.google.com/support/bin/answer.py?answer=6100&topic=78
Also, Adwords does differentiate plurals and singulars.
