Defines the daily budget, language, geographic targeting, and location of where the ads are displayed.
A feature that automatically manages campaigns for you to help maximize the effectiveness of your spending, based on guidelines you provide. Campaign optimization saves you time while helping you achieve your business objectives.
Canonical Tag - Code used by search engine crawlers/spiders to tell search engines what URL is the original version of your webpage.
Cache is a storage area for frequently accessed information. Retrieval of the information is faster from the cache than the originating source. There are many types of cache including RAM cache, secondary cache, disk cache, and cache memory to name a few.
Compact Disk-Read Only Memory, a storage medium popular in modern computers. One CD-ROM can hold 600 MB of data.
Cold Fusion Markup (file.cfm)
Common Gateway Interface. An interface-creation scripting program that allows Web pages to be made on the fly based on information from buttons, checkboxes, text input, etc.
Common Gateway Interface – Binary (/cgi-bin)
CGI Script - A CGI script is a program written in one of several popular languages such as Perl, PHP, Python, etc., that can take input from a web page, do something with the data, and produce a customized result (among many other possible uses). CGI scripts are widely used to add dynamic behavior to websites and to process forms.
An area online where you can chat with other members in real-time.
The opportunity for a visitor to be transferred to a location by clicking on an ad, as recorded by the server.
Percentage of times a user responded to an advertisement by clicking on the ad button/banner. At one time the granddaddy of Web-marketing measurements, click-through is based on the idea that online promotions that do what they’re intended to do will elicit a click. CTR is one metric Internet marketers use to measure the performance of an ad campaign.
Cloaking describes the technique of serving a different page to a search engine spider than what a human visitor sees. This technique is abused by spammers for keyword stuffing. Cloaking is a violation of the Terms Of Service of most search engines and could be grounds for banning.
Code - Anything written in a language intended for computers to interpret.
Copywriting for search engines is the art of creating web page copy that is tailored not only to fall in line with the current interpretation of search engine algorithms, but also to entice the reader to perform the action you desire. For example, to sign up for your newsletter, or click through to a certain area of your site.
A group of Web sites that agree to show ads on their site, served by an ad network, in exchange for a share of the revenue generated by those ads.
Online: Google AdSense or Yahoo Publisher Network.
A pay-per-click campaign tactic that helps your ads display on sites throughout the Yahoo! distribution network. With Content Match, a number of variables can be used to determine your ad’s placement, including the content of your ad title, description and landing page, as well as user information, and other relevant data.
Advertising that is targeted to a Web page based on the page’s content, keywords, or category. Ads in most content networks are targeted contextually.
Competiting Pages – The number of pages found for a competiting keyword.
This is the percentage of your clicks that generate sales or leads.. This number is given by dividing the number of sale/leads by the number of clicks you send to the offer. For example, if 100 clicks generated 100 visitors to your site, and they generate 5 sales/leads then your conversion rate would be 20%
A file on your computer that records information such as where you have been on the World Wide Web. The browser stores this information which allows a site to remember the browser in future transactions or requests. Since the Web’s protocol has no way to remember requests, cookies read and record a users browser type and IP address, and store this information on the users own computer. The cookie can be read only by a server in the domain that stored it. Visitors can accept or deny cookies, by changing a setting in their browser preferences.
Content (A/B) Testing - Testing the relative effectiveness of multiple versions of the same advertisement, or other content, in referring visitors to a site. Multiple versions of content can be uniquely identified by using a utm_content variable in the URL tag.
Cost Per Action. A form of advertising where payment is dependent upon an action that a user performs. The action could be making a purchase, signing up for a newsletter, or asking for a follow-up call. An advertiser pays a set fee to the publisher based on the number of visitors who take action. Many affiliate programs use the CPA model.
Cost Per Click. Also called Pay per Click (PPC). A performance-based advertising model where the advertiser pays a set fee for every click on an ad. The majority of text ads sold by search engines are billed under the CPC model.
A website marketing campaign based on a cost-per-click price where you only pay for the visitors that click on your listings. Hitwise Search Marketing provides guaranteed traffic at competitive cost per click prices. Due to our relationships with search engines combined with our optimization techniques, the price of marketing your website is lowered drastically.
Cost Per Lead
CPM is the cost per thousand for a particular site. An advertiser that charges every time an ad is displayed to a user, whether the user clicks on the ad or not. The fee is based on every 1,000 ad impressions (M is the Roman numeral for 1,000). Most display ads, such as banner ads, are sold by CPM.
Cost Per Sale
Cost Per Transaction
Cost per targeted thousand impressions.
Customer Relationship Management
Cascading Style Sheet (file.css)
Abbreviation for Content Targeted Advertising. It refers to the placement of relevant PPC ads on content pages for non-search engine websites.
Click Through Rate
The percentage of a population group covered by the Internet.
Crawl - An automated, computerized algorithm hosted by search engines that browses the web. The programs create a copy of each webpage for future indexing by the search engines
A program used by a search engine to “crawl” links on the Internet to find and index content. Also called a robot or spider. Can be used to identify and differentiate between types of crawlers indexing your site.
The technology used to create or develop an ad unit. The most common creative technology for banners is GIF or JPEG images. Other creative technologies include Java, – HTML, or streaming audio or video. These are commonly referred to as rich media banners.
Coined by author William Gibson in his 1984 novel “Neuromancer,” cyberspace is now used to describe all of the information available through computer networks.