Since pay per click scams depend on technology, brands can use technology-based strategies to fight them. Highly effective automated solutions can detect search ad abuse, prioritize for the worst offenders and then automatically take action. Initiating and driving these strategies should be a top priority for marketing organizations that wish to maximize returns from their paid search investments. Most marketing teams work with their legal department to develop policies, report templates and procedures. However, once templates and automated processes are in place, marketing teams can act independently and generate virtually immediate results: PPC scams targeting the brand will begin to diminish.
