HERE’S A PERSONALITY TEST for search engine marketers: When it comes to fraud in pay-per-click advertising, which of the following statements do you most strongly believe?
A. Click fraud currently is the biggest threat to the Internet economy.
B. Click fraud will correct itself, thanks to market forces that will lead advertisers to pay less for more fraud-prone keywords.
C. Better tools and metrics will help reduce the problem of fraud in PPC advertising.
D. The PPC model never will be able to bring fraudulent ad clicks down to zero. But given that limit, the engines are doing the best they can to provide better protection.
E. Click fraud is just another form of inefficiency in ad spending, and thus a cost of doing business
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