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PPC Abuse! Paid search results are easily misused

posted Nov 1, 2010, 1:35 PM by Jonathan Cherry
Pay Per Click advertising can be a fantastic tool for companies trying to drive visits to their pages.  However, There are many ways where the dream of getting exposure for your product/service can go wrong.

Wired magazine ran an article entitled "How click fraud could swallow the internet."
http://www.wired.com/wired/archive/14.01/fraud.html 

Take a look at what BP did with PPC advertising in the summer of 2010 in response to the Deepwater Horizon oil spill. They broke the bank on words like "oil spill" and "gulf of mexico" and drove the searcher to the squeeky clean version of the news.
http://blog.hubspot.com/blog/tabid/6307/bid/6077/Is-BP-s-PPC-Brand-Campaign-Unethical.aspx 

Click fraud is "clicks on a paid advertisement for any reason other than consumption." People can exhaust their competition's ad budget by manually clicking on their ads every day. There are also "Clickbots" that do the dirty job for unsavory guerilla marketers.
http://www.wordsinarow.com/click-fraud.html 

There are many companies that offer click fraud protection services to work on avoiding click fraud for their customer's PPC campaigns. adwatcher.com, clickforensics.com, and clicktrue.net all offer these services.
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