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ad in order to drive up charges per click. Click
fraud can be as small-time as one person starting a small website, becoming an
ad publisher, and then clicking on those ads to generate revenue, and it can be
as big-time as an international group that uses computers and scripts in a variety
of geographic locations to create zombie computers which mimic human web surfing
storage of web files for later re-use at a point more quickly accessed by the
to action (CTA)
A call to action is the copy on your website that asks your
visitors to take a particular action. Calls to
action can cover a range of activities such as buying a product, completing a
survey, or subscribing to a newsletter or feed. If you want your call to action
to be effective, you must lead up to it. Build your credibility, explain the benefits
of your product or service, convince your visitors whats in it for them,
and then when theyre finally ready, ask for the sale with a call to action.
Example: Click here to order NOW - risk free
CAN-SPAM Act established the United States national standards for sending
commercial email, and its enforced by the Federal Trade Commission.
CAN-SPAM is an acronym for Controlling the Assault of Non-Solicited Pornography
and Marketing, although its likely that the name is derived from the acronym
instead of the other way around. Anyone who uses email marketing as a way to promote
their business must adhere to CAN-SPAMs three basic types of compliance:
CAN-SPAM Unsubscribe Compliance
Every email you send must include a way for your recipients to unsubscribe from
your mailing list
Requests to be removed from your list must be honored
within 10 business days
Opt-out lists cannot be used for any purpose
2. CAN-SPAM Content Compliance
Your From: lines must be accurate
Your subject line must
be relevant relative to the offer in the body content, and not deceptive
Adult content must be labeled as such
You have included a legitimate
physical address for the publisher and/or advertiser
3. CAN-SPAM Sending
may not use open relays to send messages. An open mail relay is a mail server
configured in a way that allows anyone on the internet to send mail through it,
not just mail destined to or originating from known users
may not send emails to a harvested email address
A message cannot
contain a false header.
is an abbreviation for "Completely Automated Public Turing test to tell Computers
and Humans Apart." It is a challenge-response testing system: typically an
image that contains a series of ambiguated characters that the reader must retype
in a given field. Captcha was created mainly
to combat the spam problem as many black hat
programmers write programs that can automatically access online services. These
programs are made for various purposes, such as creating new email addresses,
forum accounts or blog comments for the purpose of spamming.
(certificate signing request or
In public key infrastructure systems, a certificate signing
request is a message sent from an applicant to a certificate authority in order
to apply for a digital identity certificate. Before
creating a CSR, the applicant first generates a key pair, keeping the private
key secret. The CSR contains information identifying the applicant, and the public
key chosen by the applicant. The corresponding private key is not included in
the CSR, but is used to digitally sign the entire request. The CSR may be accompanied
by other credentials or proofs of identity required by the certificate authority,
and the certificate authority may contact the applicant for further information.
the request is successful, the certificate authority will send back an identity
certificate that has been digitally signed with the private key of the certificate
(cascading style sheets)
Cascading style sheets are used in web design to control
the appearance of fonts, colors, images, backgrounds, and layout -- or in other
words, the style of your site. Using CSS enables
you to separate your content from your presentation, which is great for improving
accessibility, providing more flexibility for making changes to the look of your
website, and reducing the complexity of your HTML.
(Common Gateway Interface scripts)
scripts are the most common way for web servers to interact dynamically with users.
CGI scripts are compatible with any browser as they are server-side programs instead
of client-side -- which means the visitors computer doesnt run the
script, your web server does. HTML pages that contain forms often use a CGI script
to process the forms information and then react to it.
bot, chatter robot, chatterbot)
computer program designed to simulate conversations with human users by the means
of text or sound. Such
programs are sometimes called Artificial Conversational Entities.
The aim is to fool the user into thinking that the conversation
has been produced by a real human being. Chatbots are often used in dialog systems
for various practical purposes such as online help, or information acquisition.
They are also employed to capture marketing leads from users of social media platforms
A chat room is an online space that allows users to interact
with one another in real-time. Chat rooms are
often formed around a common interest or topic. Some chat rooms include voice
and graphics, but they are nowhere near as common as text-only chat rooms.
It is important to consider that when you are entering a chat room you are walking
into an existing conversation, and the participants will expect you to respect
their rules and conventions. If you dont, you run the risk of getting booted
from the chat room.
and mortar business
click-and-mortar business is one that has both an offline presence and an online
presence. Click-and-mortar businesses generate income from both the online and
offline properties in a variety of ways, including:
Making online sales of offline merchandise. The reach of both businesses is expanded
because resources are shared.
Promoting offline services online, from
taking appointments to directing online traffic to your physical store
Forming strategic alliances with other businesses, online and offline
Starting an online affiliate program, so you move more of your offline product
by having other people sell it for you
Becoming an affiliate for other
businesses so you can offer more products to your existing customer base
also brick and mortar business)
Click fraud is an Internet crime that occurs when a person,
script, or computer program clicks on a
The average number of click-throughs per hundred ad impressions,
expressed as a percentage. Click-through rates
(CTRs) are a way to measure the effectiveness of an online advertising campaign.
You can find the click-through rate for a given ad
by dividing the number of click-throughs by the number of impressions. The current
advertising industry average click-through rate is 0.7% - thats 1 click-through
for every 143 impressions..
is a term for the languages human programmers use to interact with computers.
There are many different kinds of code -- on the web the ones youll see
When one party houses their web server(s) at another company's
location for internet connectivity. Colocated
hosting can reduce the total long-term hardware expense compared to dedicated
Irrelevant comments posted to a blog for the sole purpose
of dropping a link to the spammer's website.
Comment spam is also called a spomment (spam + comment). These are typically characterized
by the presence of replies that are irrelevant to the blog entry, along with a
link that leads to the commenter's website.
A method of serving advertisements based on the content
(overall context or theme) of a web page. Google
was the first advertisement service that included a page's overall context in
determining which type of ad campaigns will be rolled out for that page. Because
the ads are relatively more relevant to what the user is interested in, then it
is hoped that the ad's click rate will drastically improve.
The percentage of visitors who take a desired action.
The desired action can take many forms, varying from site to site. Examples include
sales of products, membership registrations, newsletter subscriptions, software
downloads, or just about any activity beyond simple page browsing.
stored on a user's computer by a website so preferences are remembered on future
requests. Cookies are passed from a web server
through a web browser to the user's hard drive. This information is essential
for many of the features taken for granted on the web, such as shopping carts
and personalized portals.
per action (CPA)
Online advertising payment model in which payment is based
solely on qualifying actions such as sales or registrations.
The actions defined in a cost per action agreement relate directly to some type
of conversion, with sales and registrations among the most common. This does not
include deals based solely on solely clicks, which are referred to specifically
as cost per click (CPC).
per click (CPC) (also called
pay per click (PPC))
The cost or cost-equivalent paid per click-through.
The terms pay per click (PPC) and cost per click (CPC) are sometimes used interchangeably,
sometimes as distinct terms. When used as distinct terms, PPC indicates payment
based on click-throughs, while CPC indicates measurement of cost on a per-click
basis for contracts not based on click-throughs.
per thousand (CPM)
The CPM model refers to advertising bought on the basis
of impressions. This is in contrast to the various
types of pay-for-performance advertising, whereby payment is only triggered by
a mutually agreed upon activity, such as click-through, registration, or sale.
The total price paid in a CPM deal is calculated by multiplying the CPM rate by
the number of CPM units. For example, one million impressions at $10 CPM equals
a $10,000 total price.
The amount paid per impression is calculated by dividing the CPM by 1000. For
example, a $10 CPM equals $.01 per impression.
The cost associated with acquiring a new customer.
Customer acquisition cost is calculated by dividing total acquisition expenses
by total new customers. However, there are different opinions as to what constitutes
an acquisition expense. For example, rebates and special discounts do not represent
an actual cash outlay, yet they have an impact on cash -- and, presumably, on