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The security of Google AdWords advertisers is a top priority for Google. To make sure that you only pay for legitimate clicks on your ads, we dedicate a number of resources to click protection strategies.

Google strictly prohibits any method used to artificially generate invalid clicks or page impressions and closely monitors clicks on Google AdWords ads to prevent abuse. Invalid clicks may include the following:

- Manual clicks intended to increase your advertising costs or to increase profits for website owners hosting your ads.
- Clicks by automated tools, robots, or other deceptive software.

HOW GOOGLE DETECTS INVALID CLICKS

Google's proprietary technology analyses clicks to determine whether they fit a pattern of use intended to artificially drive up an advertiser's clicks or a publisher's earnings. Our system automatically identifies clicks generated by unethical users and automated robots, and filters out these clicks before they ever reach your reports.

Google employs three powerful tools for protecting your clicks:

- Detection and filtering techniques: Each click on an AdWords ad is examined by our system. Google looks at numerous data points for each click, including the IP address, the time of the click, any duplicate clicks, and various other click patterns. Our system then analyses these factors to isolate and filter out any invalid clicks.

- Advanced monitoring techniques: Google uses a number of unique and innovative techniques for managing invalid click activity that surpass the standard methods. We can not disclose details about the software, except to say that our team of pioneering experts is constantly working to expand and improve our technology in order to stay ahead of changing trends in invalid click techniques.

- Human expertise: In addition to our automated click protection techniques, we have a team of human experts who use specialised tools and techniques to examine individual instances of invalid clicks. This team is a key component of our strategy to expose, monitor and track invalid click activity, ensuring the absolute highest level of click quality. When our system detects invalid clicks, a click protection expert examines the affected account to glean important data about the source of the invalid clicks. We provide this next level of service to ensure that you are only paying for legitimate clicks on your ads.

HOW GOOGLE HANDLES INVALID CLICKS

Google actively implements the techniques described above in order to combat invalid click activity. Google automatically filters clicks that we determine invalid from your reports. In addition, we apply the following policies for the protection of AdWords advertisers:

- If our experts find that invalid clicks have escaped automatic detection, you will receive a credit for those clicks. This credit will appear as an 'Adjustment' on the 'Billing Summary' page of the 'My Account' section in your AdWords account. (Other types of credits, such as promotional credits and overdelivery credits, may also be labelled 'Adjustment'.)

- Any advertiser or publisher participating in invalid click activity or any related offence will be prevented from maintaining an account with Google, and is subject to legal prosecution.


OTHER SOURCES OF CLICKS

If you notice click activity that does not fit your usual patterns, please keep in mind the following possible explanations:

- Individual users may legitimately click on your ad more than one time when comparison shopping or returning to your site for more information.

- Multiple clicks from a single source may be due to an Internet provider assigning identical IP addresses to multiple users.

- You may see an increase in traffic if your ads have recently been approved to run on search and content sites and products in the Google Network, if you recently opted in to the Google Network, or if new sites for which your ads are relevant join our content network.

- Click traffic may vary due to seasonal interests or current events. For example, fluctuations due to seasonal promotions or special sales are common, and keywords popular at particular times of the year will also experience a higher click volume regardless of whether you have made proactive seasonal changes to your account content.

These scenarios all represent legitimate users accessing your advertisement in expected ways.