Introduction to Search Marketing
Gain a solid foundation in the key technical concepts of search marketing.
Learn how the core search elements, including search engine optimization,
pay-per-click advertising, and analytics, work together to drive targeted,
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 (SERPs). You will learn how to set your business,
website and SEO objectives and become aware of the free and paid keyword
research tools that you can use in your SEO activities.
Develop an understanding of the importance of content relevance and the
technical aspects of on-page optimization, enhance search traffic, and
develop broader engagement levels across different digital marketing
You will be introduced to the relevant laws and guidelines, including
privacy and data protection laws that pertain to the different aspects of
The Paid Search module introduces you to the fundamental concepts of PPC
advertising. You’ll learn how to set up an AdWords account, interact with the
AdWords interface and understand the AdWords hierarchy
The Display Advertising module introduces you to the key performance
indicators in display campaigns, including ClickThrough-Rate (CTR),
Conversion Rate, Average Cost-Per-Click (CPC) and the concept of the Quality
Explore Pay-Per-Click Video Advertising and investigate the opportunities
for advertising provided through display advertising networks, video hosting
platforms, and mobile platforms with the Video Advertising module.
The Analytics Setup module enables you to understand how to measure,
monitor and optimize your digital marketing campaigns for success.
Taking your analytics knowledge to the next level, Applied Analytics will
help you to develop your understanding of the more technical aspects of
Strategy & Planning
The Strategy & Planning module will teach you how to devise an
all-encompassing search strategy using the PROPEL strategy model. You will
learn how planning, researching, setting objectives, preparation, execution
and learning are the key components of a successful social strategy and ROI.
This specialist certification is perfect for those who wish to
understand the significance of key search marketing campaign metrics, perform
analysis and optimization of campaigns to increase conversions, and generate
insightful reports to satisfy boardroom level stakeholders.