say you have apples [apples] as keywords. wouldn't they both have the same chance at displaying the ad? Some people are telling me to bid on both terms and i don't understand why.
Well, if someone searched for "rotten brown apples" or "brown rotten apples" or "apples that are brown and rotten" your ad will show under broad match. If you used just exact match, your ad will only show if they just type in "apples" as their search term.