Adwords: Singular-Plural Keywords In Separate Adgroups?

[zoneinfinite]

Hey Adwords Experts, I have a question. Do you usually separate singular and plural keywords into different adgroups? If yes, what are the advantages? I am currently using phrase and exact matches only...and I put plural keywords into their own adgroup because the adwords editor grouped it that way but I was thinking it doesn't really make a difference if I combine them into one adgroup...Or am I wrong?

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[Brian_Mahaffey]

Hi Zone,
Most people put singular and plurals in same adgroup. I do not see any advantage of seperating them as the ad itself should still be relevant to the keyword.

Some people split match types (i.e. broad keywords ll in 1 ad group) into different adgroups to make it easier to look at conversations.

I put all match types in same adgroup and sort out conversion in adwords editor.

Hope that helps