DMI Specialist Diploma in Search Marketing

Course Overview

Transform your career by learning how to create, manage and implement advanced search marketing strategies using AdWords, PPC, display & remarketing techniques. This specialized professional diploma course is delivered by some of the industry’s leading search marketing experts.

The Search Marketing Diploma 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, creation and measurement, along with an accredited certification to validate your new expertise. 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.

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£1950 + VAT | Exam fees paid directly to Pearson Vue £160

Course Level


Course Duration

5 weeks

Course Locations

Newcastle | Carlisle | Edinburgh | Glasgow

Next Start Date

Please contact us for details.

Course Modules

Introduction to Search Marketing

This 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. 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 practice.

SEO Setup

You will learn how to utilize techniques that will enable you to master the key technical elements of Search Engine Optimization. The module will teach you about everything from implementing meta-tags and keywords, to making use of sitemaps, indexing your site content and building links.

You will be able to recognize the benefits of a clearly defined SEO strategy from a business perspective in terms of brand visibility and customer conversion. You will also learn how to apply a range of SEO planning, benchmarking and measuring tools and develop a detailed understanding of the metrics that matter.

SEO Content

This module will help you to develop an understanding of the importance of content marketing within SEO, and how it relates to the on-page optimization of your business website. You will learn about the role content plays in organic search rankings, and how you can gain visibility and prominence for your brand by refreshing and updating your website’s content on a regular basis.

The module will examine the importance of using tags and appropriate imagery, optimizing URLs and site speed and implementing link building tactics. You will also be able to use rank checking and link popularity tools to make sure you’re getting the most out of your content for your SEO strategy.

SEO Workshop

This module is in a workshop format that will navigate you through a range of practical activities. You will gain the opportunity to execute your SEO strategy using a range of resources and tools.

The module will teach you how to carry out a detailed site audit which will enable you to assess the effectiveness of both your on-site and off-site optimization techniques, and refine your strategy where required, in order to achieve SEO success.

PPC Advertising: Search

In this module, you will be introduced to the fundamental concepts of Pay-Per-Click advertising. You will learn how to set up and manage a Google AdWords account, and be able to manage and edit well-structured, optimized ad campaigns. The module will equip you with an understanding of an AdWords account structure, from campaign, to ad group, to individual ads, and you will be able to determine which ads are creating optimal conversions and traffic.

You will learn how to assign budget, select appropriate ad formats and use language and location-based targeting in order to run local ad campaigns. Upon completion of the module, you will become competent in managing the commercial viability of every ad campaign.

PPC Advertising: Display

You will learn how to run comprehensive campaigns on display networks including Google and Bing, and succeed at PPC account management. The module will explore how to optimize ad groups using specific keywords and test multiple ads formats in different sizes so you can build out well-performing ad groups.

You will be able to apply different targeting methods, such as contextual targeting, remarketing, and interest categories, in order to extend your reach to different audiences. You will also learn how to analyze the effectiveness of your campaigns by creating a range of custom reports that will highlight where you can refine your campaign activity in order to drive more conversions.

PPC Advertising: Video

In this module, you will learn how to utilize Video on Demand (VOD) and promote your business through a range of video advertising networks, and leverage both video hosting platforms and mobile video platforms. You will become familiar with the video advertising lifecycle, from planning, to implementation, to measurement, and be able to refine and optimize your campaigns in the process.

The module will teach you know to plan and implement a video advertising campaign using tools such as Display Ad Builder and AdWords Editor. You will be able to optimize your video ads for mobile, and implement location and language targeting. You will also learn to apply appropriate bidding strategies based on extensive campaign measurement, to maximize your budget and ROI.

Analytics Setup

This module enables programme participants to understand how to measure, monitor and optimize their digital marketing campaigns.

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.

By the end of the module, participants will recognize how web analytics is the discipline that underpins measurement for digital marketing, and appreciate the full range of features and capabilities associated with Analytics.

Analytics Applied

This 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.

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.

Strategy and Planning

This module brings together all the strands of the Professional Diploma in Search Marketing, to create a coherent search marketing plan.

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.

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.

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.


Assessment Method

A range of different question formats are used including Text based Multiple Choice, Image based Multiple Choice, Matching and Hot Spot questions.

The duration of the exam is 180 minutes.

The computer-based examinations are delivered through Pearson VUE test centre network which consists of over 5,200 centres in 180 countries

Entry Requirements

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

Course Dates

5 Mondays over 5 weeks – 9:30am-4:30pm 

Newcastle/ Carlisle/ Edinburgh/ Glasgow

Please email to register your interest and put your name on the reserve list. We will then email you with a date when your specified course has been confirmed.

If you have a specific month in which you would like to participate on this course then please note this in your email.

All DMI courses can be delivered in-house to a minimum of 5 delegates.