1 Professional Diploma in Search Marketing
2 Contents Professional Diploma in Search Marketing 1. Welcome 2. Course overview 3. Course content 4. Supporting your online learning journey 5. Certification 6. Course assessment 7. Digital Marketing Institute Career Roadmap 8. Industry expert lecturers 9. Syllabus Advisory Council 10. Past students
3 Introduction Search marketing remains one of the most influential digital disciplines with over 90% of web users relying on search engines to find what they are looking for... Knowing how to increase visibility of your brand and convert traffic from within search engines is crucial to nearly every business operating today. The Professional Diploma in Search Marketing will teach you how to create and implement advanced search marketing strategies, to help transform your career and company with some of the industry s leading search marketing experts.
4 Welcome The Digital Marketing Institute is the world s leading professional institute in the field of Digital Marketing. Working closely with expertpractitioners, the Institute teaches best current practice, theory and applied skills in Digital Marketing for individuals and organisations. As the world of digital marketing matures, the industry needs increasingly specialised professionals with in depth knowledge of specific digital marketing disciplines. The Professional Diploma in Search Marketing arms you with all the skills you need to become a search marketing specialist. Detailed and structured modules teach you the fundamental elements of search campaign planning, creating and measurement, along with an accredited certification to validate your new expertise.
5 All of the current innovation and thinking in marketing is happening through the various digital channels. Digital has become the heart of business development, creating a raft of jobs and opportunities upon which you can reinvent and develop your career. There is now rarely a role in marketing and business which does not rely on digital knowledge and expertise in one form or another. The Digital Marketing Institute is the global certification standard in Digital Marketing. We combine structured academic learning models with real life industry expertise, educating more professionals to a single digital marketing standard than any other education body in the world. Each of your lecturers works in the search marketing sector, delivering successful and dynamic search campaigns for their clients and businesses, day in, day out. The Professional Diploma in Search Marketing provide students with realworld case studies, current trends and best practices, offering the type of education that employers are looking for in the booming digital marketplace. I look forward to welcoming you to the next phase of your career. Best Wishes Ian Dodson, Co-Founder & Director
6 Course overview Who is this course for? The Professional Diploma in Search Marketing is recommended for individuals who are responsible for the planning, execution or measurement of search marketing campaigns search marketing specialists, search advertising and optimisation professionals, or anyone who would like to pursue a career or enhance their marketing knowledge in this area. The course is suitable for participants with any level of skill or experience and will prepare them to engage specifically with search marketing within the overall digital marketing domain. What can you expect? Through dynamic lectures, case studies and practical exercises, participants will learn the latest methods, techniques and tools for improving their organisation s search marketing and brand building efforts. Successful completion of the course will reward you with a qualification recognised by the international digital marketing industry. What will you learn? The Digital Marketing Institute s panel of Industry Experts has specifically structured the syllabus to focus on current trends and best practices in search marketing. As well as producing innovative and creative search strategies, participants will also learn how to leverage these strategies to gain competitive advantage for both their business and their career.
7 Course content The Professional Diploma in Search Marketing focuses on the planning, implementation and measurement of your search marketing strategy. There are ten modules in the course covering in detail all of the disciplines involved in best practice search marketing: Module 1: Module 2: Module 3: Module 4: Module 5: Module 6: Module 7: Module 8: Module 9: Module 10: Introduction to Search Marketing SEO - Setup SEO - Content SEO - Workshop PPC Advertising - Search PPC Advertising - Display Networks PPC Advertising - Video Analytics - Setup Analytics - Applied Strategy & Planning
8 TOPIC INFOGRAPHICS Module 1: Introduction To Search Marketing Marketing Basics Digital Marketing Uncovered Digital Marketing Strategy Web Analytics (Google ) Search Engine Optimisation Marketing Pay Per Click Marketing (AdWords) Social Media Marketing The Introduction to Search Marketing Module introduces participants to the key technical concepts of search marketing. Students will learn how the core search elements, including search engine optimisation, pay per click advertising, and analytics, work together to drive targeted, high converting traffic. Plan, Monitor & Manage Social Campaigns Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Affiliate Marketing Participants will be given a strong understanding of the modules that lay ahead and how each discipline within search marketing interacts with and affects the others. In addition, this module outlines how search marketing sits within the wider digital marketing Digital Display Mobile Marketing Location Based Marketing Online PR & Brand Reputation Website Design & Usability Wordpress ecommerce practice. Twitter for Business Google+ Marketing Pinterest Marketing Writing for the Web Future Trends Module 2: SEO Setup The SEO Setup Module enables participants to develop the knowledge and skills to implement Search Engine Optimisation (SEO) in a technically effective way, and to identify common issues. The module covers the key concepts and terminology used in SEO and equips participants knowledge of a range of factors including source code, information architecture, tags, keywords, code, bots, sitemaps and links, which can lead to common errors in SEO. Participants will learn to recognise the benefits of a clearly defined SEO strategy from a business perspective in terms of visibility, reputation enhancement, credibility, and the opportunity to convert customers on a 24/7 basis. The module looks at a broad range of SEO planning, benchmarking and measuring tools; giving an understanding of the value of link data and associated metrics. Participants will also develop a good understanding of all the practical and technical resources associated with SEO as a discipline.
9 3 Module 3: SEO Content The SEO Content module enables participants to develop their understanding of content relevance and the technical aspects of on-page optimisation. The module investigates the role content has to play in organic search engine rankings and how fresh and relevant content typically attracts greater attention. From a technical stand point participants will learn about tags, filename and URL choices, alt-tags, meta-tags, CTR influencing factors, hyperlinks, site speed, off-page optimisation TOPIC INFOGRAPHICS and best practice link building techniques. Participants will be taught to use rank checking tools and link popularity tools. The module will also discuss relevant laws and guidelines, including privacy and data protection that pertain to the different aspects of SEO. Marketing Basics Digital Marketing Uncovered Digital Marketing Strategy Web Analytics (Google ) Search Engine Optimisation Marketing Pay Per Click Marketing (AdWords) Module 4: SEO Workshop Social Media Marketing Plan, Monitor & Manage Social Campaigns Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Affiliate Marketing The SEO Workshop Module is a workshop format with a range of practical activities facilitated within the training session. Participants are asked to implement their considered SEO strategy using a range of resources and tools, having carried out a detailed site audit in order to appreciate exactly what is working and what is ineffective in terms of their on-site Digital Display Mobile Marketing Location Based Marketing Online PR & Brand Reputation Website Design & Usability Wordpress ecommerce and off-site optimisation strategy. Participants will develop their own on-site and off-site SEO strategy and demonstrate their skills in using keyword research and keyword suggestion tools, as well as predictive text Twitter for Business Google+ Marketing Pinterest Marketing Writing for the Web Future Trends tools. The course was well structured and the lecturers were approachable and extremely well informed. Well worth the investment. Robert Giles
10 Module 5: PPC Advertising Search isation Marketing Pay Per Click Marketing (AdWords) The Pay-Per-Click (PPC) Search Advertising module introduces the fundamental concepts of PPC advertising. Participants learn how to set up an AdWords account, interact with the AdWords interface and understand the AdWords hierarchy. Word-of-Mouth & Viral Marketing Affiliate Marketing RAPHICS ility Wordpress ecommerce Participants will be taught to research keywords using the AdWords Keyword Planner, and recognise how effective keyword selection forms the basis for successful search engine marketing. In the module, participants will learn the various ad format options available, across desktop and mobile; as well as gaining an understanding of how to perform language and location based targeting for their ads in order to run local advertising campaigns. By the end of the module, participants will be competent in managing the commercial viability of their campaign, be able to bid effectively, and understand the rationale behind their bid choices. trategy Web Analytics (Google ) Search Engine Optimisation Marketing Pay Per Click Marketing (AdWords) Module 6: PPC Advertising Display Networks ing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Affiliate Marketing The Pay-Per-Click Display Networks module introduces firm performance indicators for display campaigns, including Click-Through-Rate (CTR), Conversion Rate, and Average Cost- Per-Click (CPC), as well as introducing the concept of the Quality Score. eting Online PR & Brand Reputation Website Design & Usability Wordpress ecommerce g Writing for the Web Future Trends Participants will learn about the Display Network and how it can be used to target different kinds of customers in order to develop brand awareness and conversions. Participants are taught to understand how ad format selection, as well as appropriate extension usage, will greatly enhance the reach and potential of their display advertising campaign, including different ad extensions and the creation of enhanced ads. The module investigates automating PPC management using APIs and recognises different API tools, as well as the resources required in order to more efficiently manage large or complex AdWords accounts and campaigns. At the end of the module participants will be able to measure and analyse the effectiveness of campaigns by creating detailed campaign management reports; be competent in using a range of display advertising tools and features, recognise the features of a strong landing page, and develop the skills necessary to attain the ultimate goal of conversion.
11 S Module 7: PPC Advertising - Video le ) Search Engine Optimisation Marketing Pay Per Click Marketing (AdWords) The Pay-Per-Click Video Advertising module investigates the opportunities for advertising provided through display advertising networks, video hosting platforms, and mobile platforms. ss Video Marketing Word-of-Mouth & Viral Marketing Affiliate Marketing The module evaluates the video advertising lifecycle from planning, to implementation and measurement, teaching participants to refine and optimise campaigns in the process. tation Website Design & Usability Wordpress ecommerce Future Trends Participants will learn how to plan and implement a video advertising campaign and be able to use various AdWords tools to create ads for YouTube, including Display Ad Builder and AdWords Editor. Participants will also learn about running display and video ads for mobile. They will be able to place and operate ad campaigns across a range of different mobile devices. TOPIC INFOGRAPHICS By the end of the module, participants will develop and apply appropriate bidding strategies based on Cost-Per-Impression (CPM), Cost-Per-Click (CPC) or Cost-Per-Video (CPV) purchase models; distinguish between Auction-Based or Reservation-Based campaigns, and be able to apply location and language targeting. Marketing Basics Digital Marketing Uncovered Digital Marketing Strategy Web Analytics (Google ) Search Engine Optimisation Marketing Pay Per Click Marketing (AdWords) Module 8: Analytics - Setup Social Media Marketing Plan, Monitor & Manage Social Campaigns Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Affiliate Marketing The Analytics Setup module enables programme participants to understand how to measure, monitor and optimise their digital marketing campaigns. Digital Display Mobile Marketing Location Based Marketing Online PR & Brand Reputation Website Design & Usability Wordpress ecommerce The module teaches participants to set up accounts and goals, understand tracking codes and reporting metrics. Participants will learn how content measurement reports are organised and arranged within Analytics and be able to measure website performance. Twitter for Business Google+ Marketing Pinterest Marketing Writing for the Web Future Trends By the end of the module, participants will recognise how web analytics is the discipline that underpins measurement for digital marketing, and appreciate the full range of features and capabilities associated with Analytics.
12 Social Media Marketing Plan, Monitor & Manage Social Campaigns Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Affiliate Marketing Module 9: Analytics - Applied Digital Display Mobile Marketing Location Based Marketing Online PR & Brand Reputation Website Design & Usability Wordpress ecommerce In the Analytics Applied module, participants will develop their understanding of the more technical aspects of Analytics. The module introduces the concept of filters in order to generate suitable reports, teaches how the Analytics account can be organised to provide reporting across multiple domains and sub-domains and introduces segmentation techniques. Twitter for Business Google+ Marketing Pinterest Marketing Writing for the Web Future Trends Participants will be taught to analyse how different AdWords campaigns are working, understand conversion analysis and apply campaign attribution and tagging; as well as develop skills in advertising and engagement reporting. By module completion, participants will be able to set up a range of different goal types, analyse goal reports understand how to produce custom reports using an API and intelligence reporting features; participants will also be able to output detailed conversion reports in particular with regard to goals, funnel pathways, conversions and ecommerce. NFOGRAPHICS Module 10: Strategy and Planning d Digital Marketing Strategy Web Analytics (Google ) Search Engine Optimisation Marketing Pay Per Click Marketing (AdWords) The Strategy and Planning module brings together all the strands of the Professional Diploma in Search Marketing, to create a coherent search marketing plan. Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Affiliate Marketing The Strategy and Planning Module is based on the Digital Marketing Institute (DMI) Methodology, which comprises a formal process with three distinct parts. Part 1 includes a technical and content driven SEO audit of the website, along with a review of Pay-Per-Click campaigns and analytics reporting. Location Based Marketing Online PR & Brand Reputation Website Design & Usability Wordpress ecommerce Pinterest Marketing Writing for the Web Future Trends Part 2 develops a set of clear and meaningful objectives for the search marketing plan. An action plan is then developed to provide a coherent project structure, including milestones, deliverables and resources. Part 3 of the DMI Methodology emphasises the importance of an iterative process of monitoring, analysis and enhancement based on the performance of the website itself, content marketing initiatives, AdWords campaigns and the effectiveness of Google Analytics reports that are used. The Strategy and Planning module provides participants with the skills to create a formal search marketing plan for their organisation that will allow participants to implement a successful and effective search marketing strategy.
13 Supporting your online learning journey... The Professional Diploma in Search Marketing is delivered via our virtual learning environment, called the Class Network. Here s how we support you throughout your online learning journey: You will receive a log-in to your Class Network, where you can view your video lectures and download your accompanying slide presentations. Access additional in-depth resources to help you with your studies, including practical exercises and recommended readings. Lectures are recorded in HD and you can pause/rewind the videos and watch them as often as you like during the course. Your Programme Manager is there to support you during the course and and assist with any queries you may have. We encourage all students to get involved in discussion forums, where you can interact with fellow students and a search marketing tutor. The Class Network also contains information on certification and the exam which must be taken to achieve it. Your Class Network can be accessed at any time during the course of your studies.
14 Certification The Digital Marketing Institute is the global certification standard for digital marketing. We create the world s most widely taught, globally-recognised and industry-accredited digital marketing syllabuses. The course is the only one of its kind designed and taught by industry experts and validated by the world s leading and most influential brands.
15 Assessment Certification for the Professional Diploma in Search Marketing is achieved by the successful completion of a computer based examination. The exam is designed to measure individuals knowledge and search marketing proficiency following their completion of the programme. The 3 hour exam consists of a range of question formats including multiple choice and hot spot questions. There are no text based/written answers. DMI partners with the Pearson Vue global network of test centres to deliver our exams in a quality examination environment. Pearson Vue have over 5,200 test centres in 180 countries making the DMI exams internationally accessible. This is the most important and in demand skill set in today s economy, and the information you are receiving is from the best people in the industry. It will definitely help you get ahead in your career and your business. Colm McKeown
16 Qualifications Roadmap The Digital Marketing Institute provides a Qualifications Roadmap through which students can progress, gaining a greater depth of skills as you advance through the courses. The roadmap below displays the progression of qualifications, allowing you to identify your position within the Digital Marketing education path.
17 Global Partners Digital Marketing Institute courses are also available to study through our network of Global Partners. Exclusively selected and trained by the Digital Marketing Institute, our Global Partners are licensed to deliver our educational courses in locations across Europe, Asia, Africa, Australia and Latin America.
18 Industry Expert Lecturers The course will introduce you to the most important and transformative aspects of search marketing, delivered by the industry s leading practitioners. All of your lecturers are specialist professionals in the search marketing sector, running and delivering online marketing campaigns, using the latest tools and techniques on a daily basis. They help to create and validate our modules as well as teach them, so your lectures will be based on our formalised syllabus of learning overlayed with their real life experiences, examples and case studies. The course made the whole digital realm seem less complicated and actually very easy to navigate given the right tools. Conor O Sullivan
19 Syllabus Advisory Council The Syllabus Advisory Council, representing the world s largest and most influential digital brands, validates all Digital Marketing Institute syllabus content. By providing expert review and recommendations on a regular basis, the Council ensures that graduates of the Digital Marketing Institute have learned the most up-to-date digital skills, core competencies and knowledge needed to thrive in their digital careers. The Syllabus Advisory Council works with the DMI to define the skills agenda and address the global digital skills shortage. Once defined, the Council ensures that the DMI syllabus content is refined to meet the digital economy s most in-demand digital needs and skillsets.
20 Past students Past students of Digital Marketing Institute courses have worked with some of the world s leading brands and companies: