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During your Qualification in Search Engine Marketing, you will learn to:

  • Understand what Search Engine Marketing (SEM) is.
  • Understand the importance of an integrated SEM.
  • Master Search Engine Optimisation (SEO).
  • Understand the set up and management of Pay per Click (PPC) marketing. 
  • Assess how to measure and demonstrate your performance. 

 

Course availability 

start study mode location member non-member exam fee
Online Online £1500.00 £1500.00 £0.00
more info
book until 31 Oct 2017
exam dates 1st October 2017 - 31 October 2018
Online Online £1500.00 £1500.00 £0.00
more info
book until 30 Nov 2017
exam dates 1st November 2017 - 30th November 2018
Intensive London (W1W 8SS) £1500.00 £1500.00 £0.00
more info
book until 27 Nov 2017
venue DMA House, 70 Margaret Street
study periods 27 - 28 November 2017
Intensive London (W1W 8SS) £1500.00 £1500.00 £0.00
more info
book until 11 Dec 2017
venue DMA House, 70 Margaret Street
study periods 11 - 12 December 2017

NB: Prices above subject to VAT.

Course information

syllabus

This qualification is made up of nine modules. You will also be required to complete two x one hour online examinations.

Module 1: An introduction to Search Engine Marketing (SEM)

  • Understand what search marketing is.
  • Identify the most important search engines.
  • Learn about SEO and PPC and why you should use them.
  • Understand how search is changing.

Module 2: Setting your strategy

  • Learn about the importance of having a search strategy in place.
  • Understand how to develop your search strategy.
  • Assess what a successful strategy should deliver.

Module 3: The fundamentals of search marketing

  • Understand how SEO works.
  • Understand what keyword research is and how to research keywords.
  • Learn what keywords to use in your search marketing.
  • Understand how search terms vary along the path to purchase.

Module 4: What is Search Engine Optimisation (SEO)?

  • Understand how search engines find pages to include in results.
  • Learn how to improve indexation.
  • Explore the ways your site structure can be more search friendly.
  • Understand what duplication is.

Module 5: How can you optimise your site?

  • Understand what onsite elements influence your search rankings.
  • Learn what you can do to improve your URLs.
  • Identify factors to consider when creating title tags.
  • Understand how to optimise body text.

Module 6: What is Pay per Click (PPC) marketing?

  • Understand how PPC works.
  • Understand how you advertise on search engines.
  • Understand how paid search positions are decided.
  • Learn how to choose paid search keywords.
  • Understand what retargeting and remarketing is.
  • Understand why retargeting might be useful for companies.

Module 7: Further paid search opportunities

  • Understand what paid search extensions and mobile app extensions are.
  • Learn how to create a powerful ad.
  • Understand what an allowable CPC and CPA are.
  • Learn how agencies and freelancers charge for PPC.

Module 8: Measuring your search marketing

  • Learn the most common search marketing KPIs.
  • Learn how to choose the right metrics.
  • Understand what a good search marketing report should include.
  • Understand what attribution and search marketing modelling is.

Module 9: Revision

  • Summary of key learning objectives.
  • Review of the examination process (overview of Paper 1 and 2).
study mode
​Intensive – Central London
2 days face-to-face sessions which take place at the IDM offices in Central London. The exact location of our courses vary, so please make sure you check before attending.  
Corporate training
This programme can be fully customised and delivered to your staff in-house. For more information visit theidm.com/corporate.
Online
Enjoy the flexibility of devising your own personalised study routine with your programme deadlines via a stream of online content run over 12 months. You will receive email support and 24/7 access to course materials. For more information call 020 8614 0277.
course info

You can enrol directly via the IDM website www.theidm.com.

If you would like to discuss your enrolment or have any questions please call us on 020 8614 0277.

Exams and assessments

In order to attain the Certificate in Search Marketing and use the honorifics Cert SM, you must successfully pass two x one hour online exams.

Pass marks and grades

To pass this programme you will need a minimum of 60% in the exams. In the event that the minimum pass mark is not met you will have the opportunity to resit at a later date.

View the full list of frequently asked questions about IDM qualifications »

Enrol onto IDM Professional Certificate in Search Marketing and receive the ‘DMA Mobile Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.
tutors

Mike Rogers F IDM, Managing Director, Optimize

Mike is Managing Director of Optimize, a specialist search engine marketing and conversion optimisation agency which provides independent SEM services, consultancy and training to clients in the UK and overseas. Services include search engine optimisation, pay per click and Google Analytics. Mike has worked in SEM for over 10 years and has developed and implemented SEO and PPC strategies for clients such as the BBC, Dyson, Kodak, Nationwide, Parcelforce, Toshiba, Yell.com and the YHA.

The trainer’s background knowledge and understanding of the wider concepts of fundraising for a hospice were very useful in this specific piece of direct marketing work. As a result of this assignment we now have a clear plan of action to implement which is...

Chief Executive, Local Charity / Hospice based in Greater London ,

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