On Sat­ur­day, June 8, Yahoo! Adver­tis­ing Solu­tions announced Microsoft Adver­tis­ing adCen­ter (con­fused by all the names? We are too) will now help pro­vide more traf­fic by deliv­er­ing exact match traf­fic from plur­al forms even when you only bid on the sin­gu­lar form, or vice ver­sa. You”ll now get exact match traf­fic from plur­al forms like “cars” even when you only bid on the sin­gu­lar form “car”. With this change, adver­tis­ers will now be able to receive more poten­tial traf­fic with­out any addi­tion­al effort on their part.

Pre­vi­ous­ly, Yahoo and Bing (err Microsoft Adver­tis­ing adCen­ter?) did not allow bid­ding on plu­rals, only the sin­gu­lar ver­sions of key­words.  Only the U.S. and Cana­da mar­kets are affect­ed by this change, and online casi­no the sys­tem will only extend to plur­al (or sin­gu­lar) in cas­es where the mean­ing of the key­word is pre­served. For exam­ple, “Chevy” (the car) will not be extend­ed to “Chevys” (the restau­rant) to help ensure rel­e­vant traf­fic.

You can exclude plur­al or sin­gu­lar traf­fic through the use of neg­a­tive key­words, in the same way you use neg­a­tive key­words to block match­ing to unde­sired search terms.

Need more infor­ma­tion? Have ques­tions? Con­tact your Search Dis­cov­ery team.