Course Overview

This course is ideal for professionals who wish to understand key search marketing campaign metrics, analysis and optimization, this certification will help you increase conversions and generate insightful reports.

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 remarketing techniques.


What am I going to learn?

Covered within this certification are specialized modules including SEO setup, SEO content, paid search, video advertising, analytics and much more.

There are eight modules in the program:

  1. Introduction
  2. SEO Setup
  3. SEO Content
  4. SEO Workshop
  5. Paid Search
  6. Display Advertising
  7. Analytics with Google Analytics
  8. Strategy & Planning

Certified professionals will gain the knowledge and skills needed to plan and implement search-marketing campaigns for companies of any size. An internationally recognized certified professional badge will also be available for you to promote on your LinkedIn profile. Start now and stand out from the crowd as a search-marketing specialist.

Module Outline & Content

Module 01 - Introduction
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 practice.
Module 2 - SEO Content
This module will help you understand the importance of content and the technical aspects of on page 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 targets.
Module 3 - Paid Search
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 through analytics.
Module 4 - Analytics with Google Analytics
The Analytics module begins with the fundamentals of web analytics and the associated legal responsibilities and best practices concerning data collection, consent, and privacy that enable a digital marketer to draw actionable conclusions from website or marketing channel data. It demonstrates how to set up and configure Google Analytics and install Google Analytics tracking code to glean insights about the website’s traffic and audience.
Module 5 - SEO Setup
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.
Module 6 - SEO Workshop
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.
Module 7 - Display Advertising
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.
Module 8 - 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.

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75,000+ Members trust DMI
to Progress their Career

Digital Marketing institute has 75,00+ members and alumni across the globe. As well as learning the latest in digital marketing, you’ll be joining a network of thousands of members and graduates with the same passion for this fascinating, modern discipline.

The knowledge I gained at the Digital Marketing Institute has helped me in my current role.

– David Kelly, Twitter

The most comprehensive, sophisticated and flexible program in the market. New opportunities has opened up.

– Jacqueline Mccouat, Huawei

After finishing my course, I took up a new role with Google. I now work as an industry manager.

– Anna Moldovan, Google

Our 75,000 plus Members work for companies like:

Frequently Asked Questions

What does the School of Digital Marketing offer?
The Digital School of Marketing offers online courses as well as such as Diploma in Digital Marketing, Digital & Social Selling, Strategy and Planning, Social Media, Mobile Marketing, and Search Marketing – just choose your area of interest.5% of our graduates are currently employed with 88% working at senior or management level and 81% promoted after completing the Diploma Find out what course works best for you.
Do I need to have a digital marketing background?
Anyone can apply for our digital marketing and digital selling training courses. A digital marketing background in a related discipline is not required for our professional marketing diploma. The aim of our professional diploma and specialist diploma training courses is to enable you to learn everything you need to know, so you can kick start your digital career. You could be a complete beginner, a business owner, a traditional or digital marketing professional, a recent graduate, or simply looking to change your career. The only prerequisite is that you have an interest in digital marketing and want to progress your career.
Why should I choose the School of Digital Marketing over other training providers?
With over 75k digital certified professionals worldwide, a network of over 130 education partners worldwide and a proven track record of working with large global corporates, we set the standard for digital marketing and selling across markets and industries.
Where will my Qualification be recognized?
Our digital marketing certifications are world class. We offer online digital skills training courses in over 80 countries and this course has been credit-rated by the Scottish Qualifications Authority. This allows you to take your Certificate in Digital Marketing with you, no matter where your exciting new digital career may take you.