WordStream Keyword Operators - Using Operators in WordStream

Including keyword plurals in your Google AdWords campaigns can improve performance of your search engine marketing efforts.  Regardless of plurality or singularity, the searcher is most likely interested in the same thing, so it makes sense to keep them together in one adgroup. Let's imagine someone in the market for a used car.  She may search "used car" or "used cars," but either way, she is looking for the same thing.

You may find yourself with one word form in one Ad group and another form in another.  The majority of the time, this negatively affects your campaign because you're missing out on a clear connection of relevance between the two words. You can use WordStream keyword operators to manipulate groups within the system.

Remember, groupings of semantically related keywords are a requirement for a high Quality Score.

how does wordstream group together keyword plurals?

While you were segmenting keywords, you may have noticed that WordStream suggests to keep plurals together because of their significance to each other.  During a search, Google will evaluate the keyword's relevance to its Ad group when assigning a Quality Score, and better relevancy leads to a higher Quality Score.  WordStream assigns its own relevance score so you know each word's importance.  Here, relevance is a weighted average of percentage of keywords and percentage of visits.

Let's say you and a friend are looking for a place to buy shoes in Boston.  You enter "shoe store in Boston" and your friend enters "shoe stores in Boston."  Both are appropriate searches; Boston shoe stores want to show up in both queries and why would they bother writing different, possibly competing ad texts for the same thing? 

Grouping keyword plurals together ensure that your ad copy is relevant to the search query

By following WordStream's suggested keyword segmentations, you're sure to have highly relevant and optimized keyword groups.  As a result, the most relevant ad text will display for each search.

What About Keyword Variations and Misspellings? What Operators Can I Use?

Similarly, WordStream suggests segmenting keyword variations and misspellings together.  This includes other word forms (e.g. shoe shopping) as well as different spellings of the same thing (e.g. waterproof shoes & water proof shoes).

Don't forget that WordStream's query bar responds to specific queries so you are free to make any changes as you deem fit.  The queries and matching descriptions are outlined below.


WordStream's query bar works similar to that of Google AdWords

Here are the different operators you can use within WordStream:


1.    “-“ = This is obviously just the “-“ symbol which means exclude.
2.    “*” = This is the wildcard symbol that can be used at the end of keywords.
3.    “ “ = Quotations can be used to return the exact query you’re looking for.
4.    (  ) = Parenthesis will allow you to return variations based on specific rules.  For example let’s say I wanted WS to return to me words that either had exactly dog food or just dog or just food, it would look like this:
(“dog food”) OR ((dog)(food))
5.    OR = This is if you wanted the database to return multiple queries.


Refer to WordStream's User Guide for more information about best practices for segmenting keywords.

what's the best way to ensure my keyword variations are grouped together?

Grouping together keyword variations and misspellings guarantees that Ad groups are segmented with high relevancy, which translates into high Quality Score.  While it's possible to sort through your keywords and group the variations together in a program like Excel, the edits you make wouldn't be applied to new keywords, so it's a task you'd have to perform periodically.  With WordStream, you simply set rules once and they will be applied to all keywords, old and new.  Sign up for a Free Trial to see for yourself.