As if Google has read one of the most popular thread at UK Webmaster forums last month which was on PPC Click fraud a rafter of measures to combat click fraud was announced by Google at their Adword blog (http://adwords.blogspot.com/) some of the measures which comes to effect from today gives advertisers the ability to prevent their pay-per-click advertisements from being shown to competitors suspected of repeatedly clicking on adwords adverts to drive up their cost. This practice is allegedly commonplace, involves generating clicks solely for the purpose of increasing the cost of an advertiser’s pay-per-click advertisement. 

Google, who is not the leading pay-per-click advertising company, a position it took away from Overture, the pioneer of pay per click advertisement, will allow advertisers to specify; Internet Protocol addresses (IP Address) to be filtered from receiving ads. This gives the advertiser the chance to filter out suspected click fraud IP address.

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