There are lots of different ways to spell Neilson and every time I seem to get it wrong, probably like most of the UK population. Take a look at the results below when I was trying to find Neilson Holidays website.
Notice how Google takes me (incorrectly) to the web statistics company.
The frustrating thing about my searches was that Neilson didn’t have one PPC ad showing for these misspellings to direct me to their website. The funny thing is they are bidding on the correct spelling despite ranking number one in the natural search results.
Lesson: Always bid on misspellings of your brand name in your PPC campaigns.