Most marketers are familiar with the problem of click fraud—the use of automated scripts, computer programs or paid individuals to imitate legitimate clicks from users—and are taking steps to combat it. But the problem of PPC scams has a more dramatic impact on marketers. Pay per click scams occur when a brand is used without permission, within a paid search scenario to drive web traffic to a competitive or illicit site. Search engines do allow this practice in some instances. However, it is when this form of web traffic diversion aims to generate revenue at the expense of legitimate brands—using their.
