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Chapter 21. Watch Out for Click Fraud > Safeguards Search Engines Can and Can't...

Safeguards Search Engines Can and Can't Offer

The search engines realize that if your campaigns don't make money, you'll stop advertising. They're aware that your ROI takes a nose dive if you're paying for clicks from competitors who hit your listings a hundred times; therefore, additional clicks from these types of activities are not counted. Automated robot or spider activities aren't fraudulent, but are fortunately also considered invalid clicks for which advertisers don't pay.

In an effort to shield their advertisers from unfair profit loss, search engines have implemented click protection systems to remove fraudulent, or invalid, clicks from your accounts. Overture, a leader in sharing information with the public on click fraud, notes that each click is evaluated along 20–50 different data points every day (http://www.overture.com/d/USm/ac/su/faq_as.jhtml). Sample data points evaluated include:


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