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    Thanks for the post, Ranil. I definitely agree that super users will generally want to opt out. There are a couple of specific types of cases where we’ve seen singular and plural variations behave very differently, and there may be more. To add a little color:

    1) Directory sites vs. single-proprietor sites: We’ve seen instances where the plural of a keyword performs wonderfully for a directory/listing advertiser, while the singular variation performs so poorly that it needs to be paused and even “negative-exacted.” Our theory is that someone who types “accountantS in Los Angeles” (plural) may be marginally more predisposed to interact with a site that lists multiple accountants than a site for a single accounting practice. (Our theory is only conjecture, but the data is not.)

    2) Cases where either the singular or plural variation of a keyword has a distinct and commonly searched meaning/usage that’s unrelated to the meaning it shares with its singular/plural counterpart. For example, a search for “houses” is almost certain to be about home buying, while a search for “house” can be about home buying, dance music, or the TV show.

    April 25, 2012 at 5:57 pm Reply
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