Some advertisers also believe that PPC providers commit (or encourage) click fraud because they
benefit from the additional clicks. In fact, there have been several court cases that resulted in settlements
when PPC providers like Google and Yahoo! were sued for contributing to or allowing click
fraud to happen.
One of the most frustrating aspects of click fraud is that unless all the clicks come from the same IP
address, it’s hard to prove that click fraud is actually happening. Some criminals have created programs,
called click bots, that can create clicks from what appear to be different IP addresses. In other
cases, people are paid to read and click advertisements. In some cases, there are indicators of click
fraud: an inflated number of clicks without conversions, clicks that all occur from the same computer
or even the same city, and a large number of clicks within a short period of time, especially if
the pattern of clicks is unusual.
If you suspect that you’re being targeted by click fraud, immediately contact the fraud department of
your PPC provider. And if you don’t receive satisfactory results from reporting the activity, you
should consider pursuing legal action. Click fraud can cost your company thousands, even tens of
thousands of dollars. Worse, click fraud can destroy your PPC advertising campaign. Monitor your
stats closely for any signs that you may be falling victim to click fraud.

 

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