70 percent of online advertisers were concerned about the phenomenon or considered it a problem. Click fraud occurs when someone clicks on a PPC ad maliciously, without intent to do business with the advertiser. The most popular keywords tend to be the most expensive–and the most likely to attract click fraud. Fraudulent clicks dilute PPC campaigns efficacy because the advertisers pay for clicks that werent made by potential customers, says Su Li Walker, a Yankee Group analyst. A CMO should make sure his PPC partners are aware of click fraud, say experts.”]
Source: https://www.csoonline.com/article/2119340/70-percent-of-advertisers-worry-about-click-fraud.html