A number of my keywords are very similar and I have also included plurals i.e. first time buyer AND first time buyers. Do I actually need both? All of my keywords are broad match so would just 1 of these keywords be picked up if either were typed in?
Use both variations. I had been told before that you don't need too but the results I see in my account prove that advice wrong. I have singular and plural versions of the same word using broad match and both types get impressions and clicks each day.