It is quite possible that while reviewing your account for the week's activity, you notice a jump in your clicks. While such an observation may not be a cause for alarm always, there are a couple of first-aid steps that you can take before you call up Yahoo!, advises YSM.

To approach the issue systematically you need to ask yourself 3 important questions:

First: Have you changed anything in your account recently?

A broad question, to be sure, but try to recall: Have you added keywords or changed your bids? Either of these actions can affect your traffic.

Second: Are you noticing abnormal click activity, or just traffic that’s not converting?

Examine your account and your web logs. Are your ads appearing on sites that are not meeting your business needs? If so, we offer tools to help you control your traffic. Find out more about Blocked Domains, Geo-targeting and Continent Blocking in your Search Marketing Help Section, and get to know your traffic by visiting the Traffic Quality Center.

Third: Have you set a daily spending limit?

Your traffic may fluctuate from day to day. But by setting a Daily Spending Limit, you help control the amount you spend. For example, if you average $250 in clicks per day and set your Daily Spending Limit at $350, you can capitalize on the extra clicks that result from a spike, without breaking the bank.

Submitting a Click Review Request

It is quite plausible, that even after you've explored everything that's been advised, you still have doubts. If you would want Yahoo! to investigate your traffic further, Yahoo!'s Traffic Quality Center provides instructions for submitting a Click Review Request.

Yahoo! would then run several diagnostic tests and analyses to attempt to identify potential issues that may have affected your traffic. And you can expect your concerns to be addressed “within 10 business days” of the request.

All said, it's always a good idea to keep watch on your account, monitor your traffic regularly, and if case you spot something suspicious seek quick help.

FYI, since the Valentine's day is knocking on the door, you might want to make the best of it, see: YSM: 5 Fantastic Tips To Augment Online Sales This Valentine!.