Internet Marketing Definitions – C

Filed in Digital Marketing Glossary by on August 14, 2013 0 Comments

Internet marketing involves a wide array of different strategies, ideas, and tactics. Just as abundant are the terms used in Internet marketing. I put together a web glossary of terms to help demystify many of the common terms used in online marketing. Specifically I focused on terms and definitions that are relevant to local businesses and SMB’s.

Internet Marketing Dictionary Index:


Cascading Style Sheets (CSS) –  These are files within a website that contain details about the the design elements of the website such as color, fonts and layout. Style sheets are very efficient as webpages don’t have to explicitly implement the coding for design elements each time it is needed. Instead a reference to the style sheet is all that is needed making the website load much faster.

Click Through Rate (CTR) – A metric expressed as a percentage which represents the number of clicks an ad receives divided by the number of impressions. Why this metric is relevant is because it can reveal how effective an ad is doing or how well a keyword is performing to gauge whether or not it is too broad. From a paid search advertising perspective, having a CTR of 1% or higher is generally considered doing well.

Cookie – A small piece of code that is placed on a persons computer that stores information. Uses can vary from simply gathering general information to ‘tagging’ to keep track of site visits.

Confirmed Opt-in – Also called “double opt-in”. The recipient has verifiably confirmed permission for the address to be included on the specific mailing list, by confirming (responding to) the list subscription request verification

Content Marketing – A form of marketing that involves both the creation and sharing of any sort of content such as articles, blog posts, videos, pictures, or anything else that is consumable by users.

Contextual Advertising – A type of advertising that uses the web pages content such as the text, images, and titles that determines what type of ads should be displayed on the web page. Google Adsense uses contextual advertising for the ads they produce.

Conversion Rate – A metric that represents the number of successful calls to actions divided by the total number of people reached. So if an advertising campaign reached 100 people and 10 of those people made a purchase (call to action) then the conversion rate is 10%. This is an important metric because it can reveal how successful an advertising campaign is performing.

Cost Per Acquisition (CPA) – also can be called cost per action or cost per conversions. A dollar value representing how much it cost to achieve a specific call to action such as a download, request for quote or online purchase. For example, a business that sells t shirts online would consider a t-shirt purchase as a call to action. So if they spent $100 on online advertising and sold 500 t shirts, then the CPA would be $5 (500 t shirts divided by $100 advertising dollars).

Cost Per Click (CPC) – A method of paying for online advertising based on each click that is generated. The actual cost of the click is determined by competition, demand, keyword type, and various other factors.

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