Reporting Evidence to Resolve Past and Future Incidents

You've possibly noticed in your search engine click-through reports that you've received a number of clicks without being charged for them. When the search engines identify fraudulent or invalid clicks, they remove these from their billing system. However, it's then your responsibility to catch any fraudulent activity they miss . With the proper documentation, you can seek a credit or refund.

With evidence of click fraud in hand, Stricchiola negotiated a credit from both FindWhat.com and Overture. Auditing tools, such as WhosClickingWho?, may make it easier for advertisers to collect and present click fraud cases to the search engines.

Per-click costs will continue to rise for paid listings. You can squeeze every penny out of your profit margins by paying attention to problem areas like click fraud and then resolving any discrepancies directly with the search engines.