Ideal for professionals who wish to understand
key search marketing campaign metrics, analysis and optimisation, this
certification will help you increase conversions and generate insightful
reports. Validated by the Digital Marketing Institute’s Industry Advisory
Council, the learning content is informed by experts and offers the opportunity
to gain a globally recognised professional certification.
Covered within this certification are
specialised modules including SEO setup, SEO content, paid search, video
advertising, analytics and much more.
Why should I earn this certification?
As an in-demand digital marketing discipline,
this certification will provide you with the latest techniques and tools to
improve your search marketing and lead generation efforts. Through dynamic
lectures and case studies, you will possess the expertise to create, manage and
implement advanced search marketing strategies using AdWords, PPC, display and
Certified professionals will gain the knowledge
and skills needed to plan and implement searchmarketing campaigns for companies
of any size. An internationally recognized certified professional badge will
also be available for you to promote on your LinkedIn profile.
Introduction to Search Marketing
This introductory module will provide you with
a solid foundation in the key technical concepts of search marketing. You will
learn how the core elements, including SEO optimization, PPC advertising and
analytics work together to drive targeted and high-converting traffic. These
skills will help you understand how each discipline in search marketing
interacts with, affects others and influences the wider digital marketing
The SEO Setup module introduces you to the key
concepts relating to Search Engine Optimization, how search engines work and
the key components of Search Engine Results Pages. You will understand how to
set your business, website and SEO objectives and become aware of the free and
paid tools you can use in your SEO activities.
This module will help you understand the
importance of content and the technical aspects of onpage optimization. It will
also help you enhance search traffic, and develop broader engagement levels
across different channels. The SEO Content module will help you set goals,
research and develop audience personas, conduct informed keyword research to
identify topics and create strategic content campaigns that convert and exceed
You will be introduced to the relevant laws and
guidelines, including privacy and data protection laws that pertain to the
different aspects of SEO. This will enable you to conduct a comprehensive SEO
audit, analyze what SEO tactics work, where to optimize your strategy and use
these insights to tweak your strategy.
The Paid Search module introduces you to the
fundamental concepts of PPC advertising. You will learn how to set up an
account, interact with the interface and understand the AdWords hierarchy.
These skills will help you implement Google AdWords campaigns, become adept at
keyword research, understand the rationale behind bidding and determine success
You will learn how to explore Pay-Per-Click
video advertising and investigate the opportunities provided through display
advertising networks, video hosting and mobile platforms. This module will give
you the skills to create a YouTube channel, connect YouTube & Google
AdWords to report along with refining, optimising and measuring campaigns to
make informed decisions that increase conversions and ROI.
The Display Advertising module introduces you
to the key performance indicators in display campaigns, including
Click-Through-Rate (CTR), Conversion Rate, Average Cost-Per-Click (CPC) and
Quality Score. You will understand how to develop a strong creative strategy to
target a variety of personas, understand how to effectively advertise on social
networks and create Gmail and engagement ads for maximum reach.
This module enables you to understand how to
measure, monitor and optimize your digital marketing campaigns for success. You
will learn how to implement Google Analytics code to track visitors and inform
buyer research, create accounts and measurable goals for your campaign and use
Event Tracking code to track user interactions and measure search marketing
Taking your analytics knowledge to the next
level, this module will help you develop an understanding of the more technical
aspects of analysis. This knowledge will enable you to analyze different
AdWords campaigns, understand conversion analysis and apply campaign
attribution and tagging and output detailed conversion reports.
Strategy & Planning
The Strategy & Planning module will teach
you how to devise an all-encompassing strategy using the PROPEL model. Made up
of three distinct parts, you will learn how planning, researching, setting
objectives, preparation, execution and learning are the key components of a
successful social strategy and ROI.