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There is one very basic reason not to search for or click on your own keywords: you will be wasting your own money! Your Pay Per Click campaign effectiveness is measured by click through rate, and if you search for a keyword a lot of times, you will deflate its click through rate unless you click on it. Also, if you click on your own ad, you will be charged. Therefore, it is best to rely on advertising services and your own web site tracking tools to see how your ad is doing. Also, ad services have sophisticated technology to block multiple clicks, so do not assume that you can search for and click on your own ad to improve its rating – in the end, you'll only waste your budget.