AFFILIATE MARKETING: Combating PPC fraud.(pay per click fraud)(Brief article)

Sometimes a user will click on a link twice, while competitors may click on links to burn up their rivals' budgets. This can be done manually or by using automated scripts that are programmed to click on links repeatedly.

Search engines put a lot of effort into trying to combat this kind of click fraud - particularly prevalent in the US because of the size and profile of the market. They regularly refund advertisers that feel they've paid for invalid clicks. But some marketers complain that not enough is being done.

Google requires marketers requesting a refund for fraudulent clicks to contact it within 60 days. But earlier this month it agreed to settle …