What is keyword normalization for?

Question

contextual advertising

I watched ConvertMonster's poison adwords courses. The adwords says that it is necessary to normalize requests, but nothing is said about the poison at all. In general, what is it for. On the site py7.ru

Answer 1

I checked: the normalization of requests does not work at all on the site py7.ru/tools/norm .
Normalization is needed in rare cases.
Usually, normal algorithms can determine key combinations in any word forms (declensions, cases, tenses, numbers, prefixes, suffixes, endings, etc.).
You need to keep track of EXACTLY WHAT words are in the list and phrases of keywords / combinations and the MOST IMPORTANT !!! - this is the ORDER OF THE WORDS IN THE KEY from the beginning of the phrase to the end (if the "key" contains more than 1 word)!
The more correctly you orient people with keys to your site, the more targeted customers will come to your site and the more you will receive income due to CORRECT CONVERSIONS.