Niche Marketing Glossary – C


The Dr Nitch Niche Marketing Glossary provides an easy to understand explanations of words, terms and acronyms in common use throughout the world of niche marketing and business both on and offline.

In this section of the niche marketing glossary we cover the ‘C’s’ featuring everything from ‘Cache’ through to ‘Cyberspace’.

If there is a term you don’t understand and would like us to give you an explanation and add to our niche marketing glossary then please contact us or send us a message on our and post your message there.


Dr Nitch’s Niche Marketing Glossary – C


Cache: A storage area for information that is frequently accessed. Getting at the information is much faster from the cache than the original location. The many types of cache include RAM cache, disk cache, secondary cache and cache memory.

Call to Action: This is talking about a phrase, image or icon that invites a website user to complete a set action.

Campaign: This denotes the language, daily budget, geographic targeting and location of where the adverts are displayed.

Campaign Optimisation: This feature automatically manages your campaigns to maximise the effectiveness of your spending, based on your guidelines. This saves you time as well as assisting you in the achievement of your business goals.

Canonical Tag: Search engine crawlers use this code to inform search engines of the URL from the original version of your webpage.

CAN-SPAM: Controlling the Assault of Non-Solicited Pornography and Marketing. This refers to the CAN-SPAM Act, which in 2003 was passed by both houses of Congress and became law in January 2004. This act sets terms on the sending and receiving of emails.

CAPTCHA: This acronym is for Completely Automated Public Turing test to tell Computers and Humans Apart. Before a poster is allowed to post a comment or perform a similar action on a website they are asked by the CAPTCHA to enter a set of characters.

CD-ROM (CD): Compact Disc-Read Only Memory. This is a popular method of storage in modern computers. 600MB of data can be held in one CD.

CFM: Cold Fusion Mark-up is a file extension. (file.cfm)

CGI: Common Gateway Interface. A program for interface-creation scripting that allows web pages to be created quickly based on information from checkboxes, text input and buttons.

CGI-BIN: Common Gateway Interface-Binary.

CGI Script: A program written in a popular language like Perl, Python, PHP that can take input from a web page, undertake an action with the data and produce a customised result. The scripts are popular and used to add a different behaviour to the website and also to process forms.

Chat Room: This area online allows you to chat with other members of the room in real time.

CHMOD: This acronym means to change the permissions of a specific file.

Click: This gives the visitor an opportunity to be directed to a location by clicking on an advert or link, recorded by the server.

Click Farms: This term describes simulated traffic from a collective of lowly paid human web surfers.

Click Fraud: When someone clicks on a competitors pay per click ads to increase their advertising costs on purpose.

Click-Through: When your affiliate link is clicked on and the visitor is taken to the merchant’s website. This is the most important task, to increase the amount of click-through to the merchant’s website, as your job as an affiliate.

Click-Through Rate: The percentage of times a user clicked on an advert button/banner. CTR is one of the metrics Internet marketers use to measure the performance of an advert campaign.

Cloaking: When a search engine is served a different page to a human visitor; used by spammers for keyword stuffing. Cloaking violates the Terms of Service of the majority of search engines which can be the basis for banning.

Closing Paragraph: This is the end of the message that convinces the visitor to Click-through to the merchant’s site or purchase the product you are offering.

CMS: This stands for Content Management System.

Code: Text written in a language for computers to interpret.

Comment Spam:Describing a type of spam that concerns blogs, guest books and other websites where users can leave comments. Usually this type of spam is performed through automation but sometimes hired humans perform comment spam manually.

Commission: A fee paid to an affiliate, normally a percentage per sale.

Comparison Affiliate: This is an affiliate who compares several competing products to make a sale, using their comparison of pros and cons of each product to convince the consumer that they are making their own decision about which product is best for them.

Comparison Site: A site designed to market several competing products using comparison of the various features to sell the products.

Competition: Similar companies or businesses that are selling the same or similar product to you.

Content: The information contained and displayed to website users on a website or web page.

Content Match: This PPC campaign tactic displays your ads on sites throughout a distribution network, like Yahoo. A number of variables can be used to work out the placement of your advert, like ad title, description and landing page.

Content Network: A collection of websites in agreement to display ads on their respective sites in exchange for a part of the revenue that is generated by the adverts.

Contextual Advertising:This is adverts placed on a site based on the content contained within the pages by a program. Ads in the majority of content networks are targeted contextually.

Continuity Program: A program that charges either a monthly or recurring fee instead of a one off payment.

Conversion: This describes when a potential customer takes the intended action of the marketer.

Conversion Rate: This is the percentage of clicks that generate a sale, or the number of website users who complete an action, for example, clicking. This is usually shown using a ratio. The number can be calculated by dividing the number of sales by the number of clicks.

Cookie: A term to describe, not a type of biscuit, but a small script that is stored on someone’s computer after they’ve clicked on your link. The browser stores the information which allows the site to ‘remember’ the user in future transactions or visits. Cookies read and record a user’s browser type and IP address and store this on the user’s computer. Visitors can deny cookies by changing their browser preferences. In terms of affiliate marketing, the code is used by the merchant to identify that the customer was directed to their site through you and to track the amount of time between the initial visit and the sale.

Copywriting: The skill of creating copy for a web page that does not only agree with the interpretation of present time search engine algorithms but convinces the reader to undertake your desired action.

Corporation: A separate entity for the purposes of both legal and tax. At the formation of a corporation, which normally requires the services of an attorney, the founders are the original shareholders and stock certificates are issued.

Cost Per Action: The amount paid by an advertiser when an action is completed by a user. The action could be purchasing, signing up for a newsletter or requesting a follow-up call.

Cost per Click: Also seen as CPC, this is the amount of money paid to a search engine and other internet publishers by an advertiser for one click on the advert that brings a visitor to its website. Most text adverts sold by search engines are billed under the CPC format.

Coverage: Describes the percentage of a certain population group that the internet covers.

CPA:This stands for Cost per Acquisition and is an offer where by providing a merchant with a small bit of information, like an email address or zip code, you make money.

CPanel: This is the control panel that you get with your hosting which allows you to do a variety of things like creating and checking email, installing a blog and checking number of visitors per day.

CPC Campaign: This is a website marketing campaign using a cost per click price as a basis where you only pay for when visitors click on your listings.

CPL: Cost per Lead.

CPM Advertising: Cost per thousand for a web site. Every time an advert is displayed to a user the advertiser charges the website, whether the user clicks on the advert or doesn’t. This type of advertising is paid per 1,000 impressions. Most display adverts are sold by CPM.

CPS: Cost per Sale.

CPT: Cost per Transaction.

CPTM: Cost per targeted thousand impressions.

Crawl: This search engine hosted algorithm is computerised and automated to browse the web and copy each webpage for the search engine to index in the future.

Crawler: A search engine uses this program to ‘crawl’ through the pages on the internet to locate content and index it. Crawlers are also known as ‘spiders’ or ‘robots’. You can use this to differentiate between types of crawlers that index your website.

Creative: This technology is used to develop an advert. GIF or JPEG images are the most common creative technology used to create banners but others include Java, HTML or streaming video or audio. ‘Rich Media Banners’ refer to these technologies.

CRM: Customer Relationship Management.

Cron: Describes a schedule that is time based in UNIX-like operating systems.

Cross Sell: This is a suggestion to a customer of related products and services that is viewable while they are considering buying.

CSS: This stands for Cascading Style Sheet. (File. css) CSS is information for the browser about your chosen fonts and colours and how they should appear.

CTA: Content Targeted Advertising. This is the placement of PPC adverts on pages of content for non-search engine websites.

CTR: Click Through Rate.

Customer Base: This is the total number of potential customers of your product or service.

Cyberspace: All the information available to you as a user through computer networks.

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