• http://pulse.yahoo.com/_ZQTYJRROHH2ZV5LBOWAFK7J53I CAS

    So which is it singular or plural? You state “Customers searching with singular term are more often closer to a conversion than a customer searching for a singular term” … so are customers searching with plural closer to conversion or are customers searching for singular closer to conversion? Typo :-)

  • Christine Kim

    Does the author really manage a $2 Billion dollar ad account?  Seems high?About The Author: Siddharth Shah is Director, Business Analytics at Adobe. He leads a global team that manages the performance of over ***$2 BN dollars***  of ad spend on search, social and display media at Adobe. See more articles by Siddharth Shah

  • http://www.facebook.com/people/Sid-Shah/100002282332518 Sid Shah

    CAS: Yes it is a typo. Singular term searchers are on average closer to conversion than plural searchers.

    Christine: Yes, we do manage over $ 2 BN dollars on online ad spend on behalf of over 250 advertisers globally via the AdLens platform. Shameless plug :

  • smichaelgriffin

    Sooo…singular nouns indicate greater purchase intent and thus their exact match could justify a higher CPC bid. Amirite?

  • http://twitter.com/drsidshah Dr. Siddharth Shah

    @smichaelgriffin It could indicate a greater intent on AVERAGE. Its best to look at the data with revenue metrics accounting for attribution and make the decision. 

  • http://www.richardrazo.com/ Richard Razo

    I understand the main point to this article but am lost in the math explanation… can anyone dummify this for me. I’m not a marketer but a designer.

  • http://twitter.com/ChrisGutknecht Chris Gutknecht

    Hi Sid,

    can you specify which other industries you included when you talk about “about several product lines”? Your keyword results sample is rather homogeneous. In other words, have you verified these findings across other industries, e.g. clothing (“silk tie(s)”), consumer electronics (“digital camera(s)”, or other areas (“smart grid meter(s)”)?


  • http://www.brickmarketing.com/ Nick Stamoulis

    I think the industry you operate in might have a strong effect on whether singular or plural works better. For instance, I don’t think anyone really searches looking for “women’s shoe.

  • http://www.webranking.com/ James Svoboda

    Nice is correct that the industry and specific product will play a role in which term is better.  I have 2 clients in different product based verticals… Clothing Hangers and Work Gloves.  Both of these are heavily weighted towards the plural as the consumer is usually not looking to find just 1 hanger or 1 glove.  In addition to that, the singular of these can often have a different meaning to the searcher.

    All that being said, I’ve long held the believe that what Siddharth’s saying should hold true. I just happen to have 2 significant campaigns in verticals that go against the grain on this one.

  • http://twitter.com/drsidshah Dr. Siddharth Shah

    Nick and Chris: What you say is very true. It is influenced a lot by industry, vertical and product. My analysis has been skewed to the finance vertical and some retail but your comments inpsired me to look at some more data. I looked up products sold or spoken about in pairs like “socks” , “gloves” etc and what I found was the singular versions had a very similar and sometimes better RPC . However, the bulk of the volume goes to plurals as people search on the plural versions. Interesting…

    I would love to hear about your findings.

  • http://watchthedarkknightrisex.wordpress.com/ Ravi Shankar

    Getting it for read.. 

    Thankz for nice post.

  • Peter

    Can anyone give an example of an E-commerce website who already has implemented this insight: offering different landingpages for singular and plural keywords?

  • Peter

    Can anyone give an example of an E-commerce website who already has implemented this insight: offering different landingpages for singular and plural keywords?