Many of my accounts are littered with exact match misspell campaigns of brands and also products/services. Are they contributing to the campaign? Common misspells of brand names probably are, but all misspells will be captured by the brand term on broad anyway. Furthermore, Google include a ‘did you mean…’ link and often displays results for the correction for particularly obscure misspells.
I’ve spent the past year building out misspells on exact match from search query reports, assuming the exact version will be cheaper than the broad term, however due to low search volume or low CTR, misspells often have a higher Avg CPC plus the broad term generally still appears more often than the exact matched misspell (due to more keyword history etc.). It is not a good idea to have the misspell in ad text (dynamically inserted or otherwise) as this just looks poor to the user.
Ultimately, they are worth it on high volume generics which you perhaps cannot afford but you can afford a common misspell. On brand terms it is not worth it, especially with Google Instant suggestions and Google’s ‘did you mean’ link. I am giving up on them on my accounts now, only retaining a handful which are high volume common misspells which do convert.
What are your thoughts and how can I make them work?