Plural Forms of Nouns in Adwords

Are the plural forms of nouns considered by Google as other keywords?

Like are: Hotel and Hotels different, when i am bidding for these keywords?? Would bidding on Hotel mean that the Google will consider both my keywords (Hotel and Hotels) here and would display the ad whenever any user types in any one of the two keywords?

Or do i need to mention both of these keywords separately.

I have also heard that the nouns which have simpler plural forms like book(s), Pen(s), Hotel(s) are alright. But when it comes to complex ones like Shelves (Plural of Shelf), Knives (Plural of Knife), Qualities (Plural of Quality), We MUST mention those keywords as individual ones.


Any help on this would be much appreciated.

 

Yes, singular and plural are considered different. Run some exact matches and you'll see.

 

Thanks...for the reply...i am still waiting for the second part of my query..!!!

 

plurals are often overlooked by people. Good to remember to make a distinction.

 

Yes..but i still wonder what makes the different forms of plurals for different nouns. How relevant are they?