Google to offer more click fraud protection

As reported in CNET today.

This is pretty good news if you're used to paying $100+ per click for mortgage- and health-related keywords. This is also good for Google because it shifts the onus of responsibility from Google to the advertiser, since it requires the advertiser to identify which IP addresses they want to block. As a paid search advertiser of Google's, my response would be to call my account manager, give her a list of companies I want to block, and let her figure out what those IP addresses are.