Click fraud describes clicks that are generated with malicious intent, and while search engines are investing in identifying and eliminating fraudulent traffic, advertisers should maintain awareness of the threat it poses. This chapter covers:

  • How it works: What are the different types of click fraud and possible sources, and what risks do they present to the business?
  • Prevention: The major search engines have prevention measures in place, but the onus is on advertisers to take their own steps to combat click fraud. What approach works best?
  • Due diligence: What should advertisers check for when investigating anomalous performance before submitting a click fraud complaint to the search engine?