Certified Digital Marketing Specialist – Search
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. 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 recognized professional certification. Covered within this certification are specialized 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 remarketing techniques.
What will I accomplish?
Upon successful completion of a computer-based examination, you will be awarded an invaluable and career changing specialist certification. This will help you stand out from the crowd as a search- marketing specialist.
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.
There are ten modules in the program:
1. Introduction to Search Marketing
2. SEO Setup
3. SEO Content
4. SEO Workshop
5. Paid Search
6. Display Advertising 7. Video Advertising
8. Analytics Setup
9. Applied Analytics
10. Strategy & Planning
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 practice.
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 targets.
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 through analytics.
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, optimizing 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 efforts.
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.