google adwords keywords: singular vs. plural

Let’s face it: if you’ve ever stared at a Google Ads campaign, wondering whether to bid on “shoe” or “shoes,” you’re not alone. The singular vs. plural keyword debate is the digital marketing equivalent of arguing about pineapple on pizza — everyone’s got an opinion, and the stakes (or slices) feel surprisingly high. At Blogging Machine, we’ve seen firsthand how the right keyword choices can make or break your SEO and PPC efforts. So, let’s unravel the mystery of Google AdWords keywords singular plural, with a wink, a nudge, and a few actionable tips you can actually use.

Why Singular and Plural Keywords Matter

You might think Google’s AI is smart enough to know that “cat” and “cats” are basically the same thing. Well, yes and no. Google Ads (formerly AdWords) does treat singular and plural forms as “close variants,” especially with broad and phrase match types. But here’s the kicker: performance can still vary wildly between the two. Sometimes, “running shoe” brings in the marathoners, while “running shoes” attracts the shoppers. Subtle, but potentially worth thousands in ad spend.

Quick Data Bites

Google’s algorithm considers singular and plural forms as close variants for most match types, but exact match can still show differences in reach and cost.
Plural keywords often signal shopping intent (think “laptops” vs. “laptop”), which can mean higher conversion rates for e-commerce.
Negative keywords don’t always block both forms — “running shoes” as a negative won’t block “running shoe,” so you’ll need to manage both.

The Match Type Maze: How Google Handles Singular and Plural

Let’s break down the match types, because, let’s be honest, Google’s naming conventions are only slightly less confusing than assembling IKEA furniture:

Broad Match: Your ad may show for searches that include misspellings, synonyms, singular/plural forms, and related searches. “Shoe” could trigger “shoes,” “boots,” or even “footwear for existential crises.”
Phrase Match: Ads show for searches that include the meaning of your keyword. “Running shoe” might match “best running shoes for flat feet.”
Exact Match: Ads show for searches that have the same meaning or intent as your keyword. Here, “shoe” and “shoes” are close variants, but performance can differ.

“There is no right or wrong match type, as these will depend on your goals. My best advice is to try out all three and see what works best when optimizing your keywords. If you’re completely unsure, though, phrase match is a safe bet.” — WordStream

Singular vs. Plural: What the Data Says

Here’s where things get interesting (and where your coffee break might turn into a strategy session):

Aspect	Singular Keywords	Plural Keywords
Typical Intent	Specific, informational	Broader, shopping
Performance	May vary by industry	Often higher for e-commerce
Match Type Handling	Treated as close variant	Treated as close variant
Negative Keyword Effect	Must be managed separately	Must be managed separately

CTR and Conversion Rates: Plural forms like “laptops” often have higher click-through and conversion rates for online stores, while singulars like “laptop” can attract more research-oriented queries.
Cost-Per-Click (CPC): Sometimes, singulars are less competitive (and cheaper), but not always. It’s a game of “test and see.”

Professional Advice: How to Win the Singular vs. Plural Game

1. Test Both Forms (Yes, Really)

Even though Google’s AI is getting smarter, it’s not psychic (yet). Experts recommend including both singular and plural forms in your keyword lists, especially for exact and phrase matches. This way, you capture all relevant traffic and can analyze which performs better for your business.

2. Monitor Search Terms Like a Hawk

Regularly review your search terms report. You might discover that “dog toy” brings in the window shoppers, while “dog toys” attracts the buyers with credit cards ready. Adjust your keyword and negative keyword lists accordingly.

3. Leverage Automation (But Don’t Sleep on It)

Pairing broad match keywords with Smart Bidding lets Google’s machine learning do the heavy lifting. It’ll optimize for both singular and plural queries, maximizing reach and efficiency. Just don’t forget to set up robust negative keyword lists — otherwise, you might end up advertising “running shoes” to people searching for “running away from responsibilities.”

4. Tailor Ad Copy and Landing Pages

Singular keywords often signal specific or informational intent, while plurals suggest broader or shopping intent. Match your ad copy and landing pages to the intent behind each form for better relevance and conversion rates.

5. Mind the Negative Keywords

Negative keywords are like the bouncers of your campaign — except they’re not always as thorough as you’d hope. “Running shoes” as a negative broad match won’t block “running shoe” or “blue tennis shoes.” You’ll need to add both singular and plural forms to keep out the riffraff.

Unique Insights and Trends

AI and Automation: As of 2025, Google’s AI-driven features have made broad match more effective and intent-driven, reducing wasted spend when used with Smart Bidding and disciplined negative keyword management.
Best Practices: Use a mix of match types, leverage automation, and keep your keyword lists updated to stay ahead of the curve.

For more on Google’s official guidelines, check out Google Ads Help.

Regulations, Policies, and Guidelines

No, there aren’t any government regulations specifically about singular vs. plural keywords in Google Ads. But general advertising standards and truth-in-advertising laws still apply. So, no, you can’t claim your “miracle shoes” will make people fly — unless you’re selling jetpacks.

Real-World Example: Blogging Machine in Action

At Blogging Machine, we’ve automated the process of keyword optimization, including the singular vs. plural conundrum. Our AI agent analyzes your niche, researches the best-performing keyword variants, and generates SEO-optimized articles that attract both the “cat lover” and the “cat lovers.” The result? More organic traffic, less manual labor, and fewer existential crises over whether to use “blog” or “blogs.”

Curious how we do it? Visit bloggingmachine.io and let our AI take the guesswork out of your content strategy.

FAQ: Google Keywords Singular Plural

Q: Should I always use both singular and plural forms in my Google Ads campaigns? A: It’s wise to include both, especially for exact and phrase matches. Performance can differ, and you want to capture all relevant traffic.

Q: Does Google treat singular and plural keywords as the same? A: For broad and phrase matches, yes — they’re “close variants.” For exact match, they’re still close variants, but performance can differ. Always check your data.

Q: How do negative keywords work with singular and plural forms? A: Negative keywords don’t automatically block both forms. You’ll need to add both “shoe” and “shoes” if you want to exclude both.

Q: Are there any official guidelines on this from Google? A: Google recommends using a variety of match types and keeping your keyword lists updated. See Google’s best practices for details.

Q: Can Blogging Machine help with keyword optimization? A: Absolutely! Our platform automates keyword research, including singular and plural variants, so you can focus on running your business (or just enjoying a longer lunch break).

Google AdWords Keywords: Singular vs. Plural