Behavioral targeting is a relative newcomer to advertising targeting. It’s the practice of serving ads to users based on their past search behaviors and web-surfing habits. And even though behavioral targeting is fairly new, it’s getting a lot of attention from web marketers.

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One of the most onerous problems with PPC campaigns is click fraud. Click fraud happens when a person, group of people, or automated script “clicks” on PPC advertisements. Because the concept of PPC is that advertisers pay each time someone clicks on their ads, this drives the cost of ads higher and higher without resulting in any conversions.

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