Microsoft adCenter: Here Come the Plurals!

By Kayla Kurtz | @one800kayla | Senior Digital Advisor at Hanapin Marketing

According to a post from this afternoon, Microsoft adCenter is receiving an update this week that will allow the interface to automatically serve the plural form of your account keywords, whether you’re bidding on them or not!

So what does this mean, exactly? Let’s say a user queries for ‘blue belts’ and you have the keyword ‘blue belt’ in one of your account ad groups. The ad written for that ad group and the keyword ‘blue belt’ will be triggered by this pluralized query and served to the user. According to the adCenter blog, the purpose of this update is to aid in the expansion of relevant traffic opportunities for applicable keyword terms. That’s right! We have guidelines, folks!

Once the adCenter update goes live:

  • Plural ad copy will override singular keyword ad copy: If you already bid on both the plural and singular version of a keyword and a user queries using the plural form, your plural keyword’s ad copy will be the one served, not the singular.
  • Bids for plural and singular keywords will be honored: If you are bidding differently on the plural and singular version of a keyword, those terms will continue to spend based on those bids.

My initial reaction is that this could mean some extra traffic flow without much keyword build-out by hand for account holders. Although I would imagine if there’s someone out there with a little jazz café called The Blue Belt, they’re likely less than excited to start pulling in traffic from people pants that are too big but require accessorizing.

What do you think? Are you looking forward to the possible increase in traffic, or dreading the extra attention you’ll have to pay to your budget to assure you don’t overspend? Share your thoughts and ideas below in the comments section!

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