Pay close attention to Google's new search tools

As I posted last week, I eliminated my plural keyword phrases in my AdWords campaign, as Google's new 'broader' matching capability is supposed to handle plurals. It didn't work. Here is Google's email to me regarding this:

Thank you for your email. Please note that if you would like your ads to show on plural versions of your keywords, we still advise that you keep these plural keywords in your list in order to track the CTRs and for times when our system does not show your ads under plural searches. I apologize for any inconvenience this may cause you.

She's right about the tracking...I've notice a difference in CTR for plural and singular terms (but to what real benefit is this knowledge). Time to go patch things up and add my plural terms again!