Close

We use cookies to help enhance your experience and improve the functionality of our website.
For more details and help to manage your cookie options read our Privacy & Cookies information.

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 May 2017
study periods 1 May 2017 - 30 Nov 2017
exam dates 1 May 2017 - 30 Nov 2017
Online Online £1500.00 £1500.00 £0.00
more info
book until 30 Jun 2017
study periods 1 June 2017 - 31 December 2018
exam dates 1 June 2017 - 31 December 2018
Intensive London (W1W 8SS) £1500.00 £1500.00 £0.00
more info
book until 25 Sep 2017
venue DMA House, 70 Margaret Street
study periods 25 - 26 September 2017
Intensive London (W1W 8SS) £1500.00 £1500.00 £0.00
more info
book until 16 Nov 2017
venue DMA House, 70 Margaret Street
study periods 16 - 17 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
Intensive London (W1W 8SS) £1500.00 £1500.00 £0.00
more info
book until 5 Feb 2018
venue DMA House, 70 Margaret Street
study periods 5 - 6 February 2018
Intensive London (W1W 8SS) £1500.00 £1500.00 £0.00
more info
book until 26 Mar 2018
venue DMA House, 70 Margaret Street
study periods 26 - 27 March 2018

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 6 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.

Complimentary online membership

Every qualification student studying on a Certificate programme will receive complimentary IDM membership, this allows 24/7 access to digital and direct marketing resources. In addition to this, you'll receive a comprehensive study package with practitioner-written study notes, carefully selected texts, presentations, reading lists and supporting online documentation.

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

Kelvin Newman F IDM, Director of Strategy, SiteVisibility

Kelvin is responsible for iTunes' most popular internet marketing podcast, downloaded by over half a million people. On the show he has collaborated with a number of the world’s most respected marketers including Seth Godin, Tim Ferriss, Avinash Kaushik & Jakob Nielsen.

Kelvin has delivered presentations across the UK & Europe at events like A4U, SMX London and SASCON, regularly contributes to State of Search and is heavily involved with SiteVisibility’s innovative search marketing campaigns for clients such as Hotels.com, FindaProperty, Gala Bingo & uSwitch. He also runs the hugely oversubscribed BrightonSEO conference which sold out in minutes and has written a free book on link building called Becoming a Clockwork Pirate.

Kelvin was named UK Search Personality of the Year in 2013.

It’s a fantastic experience that leaves you feeling inspired and motivated. If anyone is looking to start a career in marketing, I strongly advise coming to the IDM

Lucy Brown Dip IDM,
Marketing Assistant, Car Loan 4U

Train Your Teams

Upskill your teams marketing capabilities with a tailored IDM training plan that suits your business

Enhance your career with the IDM

Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

X
share on