I’ve been reviewing some campaigns in AdWords Editor and noticed that in AdGroups where my ads just used the singular version of a keyword, that keyword score one point better (out of 10) in Google’s Quality Score. (This is on the search network.)
As well, I’m seeing that it makes a big difference to the First Page Bid estimates. Depending on the ad group, I’m seeing differences of over $1/click .
Therefore, to boost your quality score, either:
1) Split your singulars and plurals into different ad groups.
2) Use dynamic keyword insertion (DKI) to get both singulars and plurals in.
The problem with DKI is that it doesn’t work with keywords that are too long, or else it can make things clunky.
If you liked this post on PPC, check out my recent PPC workflow and mistakes guest post at Wordstream.