I received a great email a few weeks ago from a comparison shopping engine. I had written to complain about a sudden (and unprofitable) increase in clicks reported on my internal reporting. I received the following response (emphasis added) which basically explains that I would only be charged $67 for $2242 of clicks:

Regarding November, we can see that your limit was initially set to $100. When you exceeded that limit, by $ 2242.47 which we can see from internal reports, you were deactivated by the tool. One of the protections afforded by the tool is that it “erases” click-surges from your account; you are not billed for these clicks. That’s why your reports may show only 234 clicks and $67 in costs.”


Ah, the good old click-surge. It’s not click fraud mind you, just an innocent click surge. Makes you sleep easy at night, doesn’t it?

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David Rodnitzky
David Rodnitzky is founder and CEO of 3Q Digital (formerly PPC Associates), a position he has held since the Company's inception in 2008. Prior to 3Q Digital, he held senior marketing roles at several Internet companies, including Rentals.com (2000-2001), FindLaw (2001-2004), Adteractive (2004-2006), and Mercantila (2007-2008). David currently serves on advisory boards for several companies, including Marin Software, MediaBoost, Mediacause, and a stealth travel start-up. David is a regular speaker at major digital marketing conferences and has contributed to numerous influential publications, including Venture Capital Journal, CNN Radio, Newsweek, Advertising Age, and NPR's Marketplace. David has a B.A. with honors from the University of Chicago and a J.D. with honors from the University of Iowa. In his spare time, David enjoys salmon fishing, hiking, spending time with his family, and watching the Iowa Hawkeyes, not necessarily in that order.