When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords?
- AdWords only shows an ad for keywords with proper spelling and plural forms
- Your keyword list would be disapproved based on Google’s advertising policies
- AdWords can automatically include these variations for you
- Broad match includes the exact words and phrases a user searches for
So that you don’t miss out on potential customers, Google shows your ads for close variations of your phrase and exact match keywords to maximize the potential for your ads to show on relevant searches. Close variations include misspellings, singular forms, plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents. So there’s no need to separately add close variations as keywords.
Broad match lets a keyword trigger your ad to show whenever someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, stemming (such as floor and flooring), related searches, and other relevant variations.
Read more here: https://support.google.com/adwords/answer/2407779?hl=en