Glossary

Cascading Style Sheets (CSS) - Files that instruct browsers on how to format a document (which fonts to use, how links should behave etc.) Some browsers treat CSS in different ways.
CGI (Common Gateway Interface) - A set of rules that describes how a CGI program communicates with a web server.
CGI Program - A small program that handles input and output from a web server. Often CGI programs are used for handling forms input or database queries.
CGI script - A program, written in the PERL programming language. For example, a CGI script can send a visitor to a "thank you" page when they submit a form. They normally go in a separate folder from your HTML files
Click - Term used to describe when a user selects a link or search engine listing by pressing the mouse button while holding the pointer over the link
Client-Side - Web-coding that instructs the browser to undertake a task. Opposite to server-side
Conversion Rate - Percentage of visitors who take a desired action.
CPA or “Cost Per Acquisition” – Also referred to as “Cost Per Action.” This is a metric used to measure the total monetary cost of each sale, lead or action from start to finish.
CPC – Stands for Cost per Click. The actual average cost incurred by the advertiser by the action of a potential customer following a link found on, for instance, a SERP.
CPM - Cost per thousand impressions.
Click Fraud – Unethical clicks on a Pay-Per-Click advertisement. Click fraud may be the result of malicious or negative competitor/affiliate actions motivated by the desire to increase costs for a competing advertiser for the collaborating affiliate. Also affects search engine results by diluting the quality of clicks.
Click-Through Rate - Percentage of times a user responded to an advertisement by clicking on the ad button/banner.
Click-Through Rate (CTR) - The average number of click-throughs per hundred ad impressions, expressed as a percentage.
Cloaking - The process by which a web site can display different versions of a web page under different circumstances. It is primarily used to show an optimized or a content-rich page to the search engines and a different page to humans. This practice is not approved by search engines.
Competitive Analysis – It is the assessment and analysis of strengths and weaknesses of competing web sites, including identifying traffic patterns, major traffic sources, and keyword selection.
Content Management Systems (CMS) - Content management system (CMS) is a document centric collaborative application for managing documents. A CMS is a web application used as a method of managing web sites and web content. Source: Wikipedia.org
Content Targeting – An ad serving process in Google and Yahoo! that displays keyword triggered ads related to the content or subject of the web site a user is viewing.
Customer Acquisition Cost - Cost associated with acquiring a new results page and onto the sites of matched content web partners.
Contextual Advertising – Advertising that is automatically served or placed on a web page based on the page’s content, keywords and phrases. For example, contextual ads for digital cameras would be shown on a page with an article about photography, not because the user entered “digital cameras” in a search box.
Contextual Distribution – The marketing decision to display search ads on certain publisher sites across the web instead of, or in addition to, placing PPC ads on search networks.
Contextual Network – It is also called Content Ads and Content Network, contextual network ads are served on web site pages adjacent to content that contains the keywords being bid upon. Contextual ads are somewhat like traditional display ads placed in print media and, like traditional ad buys, are often purchased on the same CPM model for purchased keywords, rather than a CPC basis
Contextual Search – A search that analyzes the page being viewed by a user and gives a list of related search results. Offered by Yahoo! and Google.
Contextual Search Campaigns – A paid placement search campaign that takes a search ad listing beyond search engine results pages and onto the sites of matched content web partners.
Conversion Action – The desired action you want a visitor to take on your site. Includes purchase, subscription to the company newsletter, request for follow-up or more information (lead generation), download of a company free offer (research results, a video or a tool), subscription to company updates and news.
Conversion Rate - Conversion rates are measurements that determine how many of your prospects perform the prescribed or desired action step. If your prescribed response is for a visitor to sign up for a newsletter, and you had 100 visitors and 1 newsletter signup, then your conversion rate would be 1%.
Crawler - A software that websites use to index pages throughout a site or several web sites on the internet.
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