If you’ve read through the Tuzhilin Report (yawn) by Dr. Alexander Tuzhilin, I know you’ll agree to this: sections 5 to 7 would make a nice handout for teaching PPC to newbies :)

In case you don’t want to read through all 47 pages, here’s the summary:

I have been asked to evaluate Google’s invalid click detection efforts and to conclude whether these efforts are reasonable or not. Based on my evaluation, I conclude that Google’s efforts to combat click fraud are reasonable.

Great job Doc! Now can you conclude that Google’s efforts to compensate advertisers for clickfraud are reasonable too?

More on the topic at the Official Google Blog and SEW.