What If Someone Repeatedly Clicks on My PPC Ad.

Notice the header above ends with a period.  It isn’t a question but a statement some clients make (to me) when I mention using Per-Per-Click ads.  You’ll be surprised, I come across this situation way too often and thought maybe i would set the record straight.

Google or most PPC programs monitors the click-through rate (CTR) of every advertisement.  If the CTR for a certain ad is quite low and suddenly surges, the system will review the source of the clicks.  Most of the time, advertisers are not charged for sudden surges in click-throughs.  Since the systems also trace the clicks according to IP, multiple clicks from the same IP will only be considered as one.  Even if a competitor is going to drive around town with a wireless connection to click ads (your PPC budget has been well spent on deterring your competition from focusing on his business!) , it will mean that eventually you will pay lesser for keyword bids since you have a higher click-through rate.

So yeah, what if someone repeatedly clicks on your PPC ad, period.