Pay-Per-Click Advertising
The biggest problem with Pay-Per-Click Advertising (PPCA) is Click Fraud. Click fraud is the practice of skewing PPCA by generating
illegitimate hits to a web site. Some statistics claim that 50&percent; of PPCA in some competitive categories are produced by bogus clickers.
John Squire, VP Marketing for Coremetrics, estimated that some of his company's clients were spending $10million a year on fraudulent
clicks.
Click Fraud is done by partners of PPCA search engines who make a commission on paid clicks generated by their web visitors. Some of
them hire human clickers or use automated programs that click on the PPCA client's web sites.
Pay-Per-Click Advertising can be a good way to quickly get visitors to your web site. However, PPCA should only supplement your
normal search engine optimization activities. A consumer WebWatch study showed that web surfers prefer non-paid search engine listings.
For this reason, it is better to get high rankings by using normal search engine results.
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