Joined: 15 Dec 06
26 Mar 07 1:11 am
Yes you have to bid on both if you want your ad displayed on plural of your keyword as well.
When you search for a keyword using a keyword tool like Traffic Travis it will display only singular results for you.
For example, try a search for "mountain bike" and it will show over 42000 results but probably half of the searches were actually done for "mountain bikes".
Google from the other hand will not display your ad for "mountain bikes" if you only bid for "mountain bike".