ATC-DSM - Professional Specialist Diploma in Search Marketing

ATC-DSM - Professional Specialist Diploma in Search Marketing

ATC-DSM - Professional Specialist Diploma in Search Marketing


Duration: 4.0 days

The Professional Specialist Diploma in Search Marketing is an in-depth 30-hour course created and validated by the Digital Marketing Institute (DMI). In 2017, DMI was named by ValueColleges.com as among the top 30 best value digital marketing certification programs, the only non-traditional university in the list. The Professional Specialist Diploma in Search Marketing empowers and imparts you with the necessary skills to create, manage and implement advanced search marketing strategies using AdWords, PPC marketing, display marketing & remarketing techniques. The Diploma will provide you with the know-how to increase visibility of your brand and convert traffic from within search engines that is crucial to nearly every business operating today. This course is a 4 -day classroom training and at the end of the classroom training, a 3 hours certification exam may be taken. Becoming a Certified Search Marketing Professional will provide and equip you with the elements of search campaign planning, creation and measurement, along with an accredited certification to validate your new expertise. The Professional Specialist Diploma in Search Marketing Certificate is awarded to candidates passing the examination. The Professional Specialist Diploma in Search Marketing Certificate has been credit rated by Scottish Qualification Authority (SQA) at Level 8 on the Scottish Credit and Qualifications Framework (SCQF). SCQF level 8 corresponds to level 5 on the European Qualifications Framework (EQF).


  • Develop a solid understanding in the technical concepts of search marketing 
  • 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). 
  • An overview of how digital marketing automation tools and platforms can help to save time, optimize limited resources and improve the ROI on an investment 
  • Provide the tools and platforms to develop social customer care capabilities 
  • Introduce the concept of big data and AI to plan data driven strategies to drive insights 
  • Provide the tools to enable you to measure the ROI of your digital programs •Understand how to lead the implementation of a digital planning strategy and framework in your organization


Module 1: 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, high-converting traffic. 

What you’ll learn 

  • Build your own website for the practical application of key learnings 
  • Understand how each discipline within search marketing interacts with and affects others 
  • Understand how search marketing sits within the wider digital marketing practice

Module 2: SEO Setup 

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’ll 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. 

What you’ll learn: 

  • Effectively implement on-page optimization of websites 
  • Understand and implement on-page optimization techniques to improve search ranking 
  • Optimize your website for both mobile and desktop 

Module 3: SEO Performance 

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 channels. 

What you’ll learn: 

  • Set goals, research and develop audience personas 
  • Conduct informed keyword research to identify topics and priorities 
  • Produce multimedia content that increases visibility, engagement and interest 
  • Create strategic content campaigns that convert
  • Confidently analyze and optimize campaigns that exceed targets

Module 4: SEO Workshop 

You will be introduced to the relevant laws and guidelines, including privacy and data protection laws that pertain to the different aspects of SEO. 

What you’ll learn: 

  • Conduct a comprehensive SEO audit 
  • Analyze what SEO tactics are working and where your strategy needs to be optimized 
  • Use these insights to tweak your SEO strategy from both a technical and content perspective to improve your overall search ranking

Module 5: Paid Search 

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. 

What you’ll learn: 

  • Implement Google AdWords Campaigns that generate traffic and conversions 
  • Become adept at effective keyword research using the AdWords Keyword Planner, and recognize how strategic keyword selection forms the basis for successful search engine marketing 
  • Manage the commercial viability of your campaign, be able to bid effectively and understand the rationale behind your bid choices to create strategic campaigns that convert using multiple ad formats and devices 
  • Optimize ads by considering different bid types and remarketing lists 
  • Determine success by measuring engagement and transaction data within Google Analytics against AdWords campaign performance metrics

Module 6: Display Advertising 

The Display Advertising module introduces you to the key performance indicators in display campaigns, including Click-Through-Rate (CTR), Conversion Rate, Average Cost-Per-Click (CPC) and the concept of the Quality Score. 

What you’ll learn: 

  • Develop a strong creative strategy to effectively target a variety of buyer personas 
  • Understand how to effectively advertise on Facebook, Twitter and LinkedIn 
  • Successfully develop and remarket across the Google Display Network (GDN)
  • Create Gmail and engagement ads for maximum reach across your chosen audiences

Module 7: Video Advertising 

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. 

What you’ll learn: 

  • Create a YouTube channel that promotes your brand’s identity 
  • Connect YouTube & Google AdWords to report on how your video content performs in your PPC campaigns 
  • Refine and optimize your video campaigns to increase search traffic 
  • Effectively measure campaigns to make informed decisions that increase conversions and ROI

Module 8: Analytics Setup

The Analytics Setup module enables you to understand how to measure, monitor and optimize your digital marketing campaigns for success. 

What you’ll learn: 

  • Implement Google Analytics code to track visitors to your website and inform buyer research 
  • Create accounts and measurable goals for your campaigns 
  • Utilize Event Tracking code to track additional user interactions 
  • Plan Event Tracking reports to effectively measure your search marketing efforts and inform strategic decisions

Module 9: Applied Analytics 

Taking your analytics knowledge to the next level, Applied Analytics will help you to develop your understanding of the more technical aspects of analysis. 

What you’ll learn: 

  • Analyze how different AdWords campaigns are working 
  • Understand conversion analysis and apply campaign attribution and tagging 
  • Understand different goal types 
  • Output detailed conversion reports with regard to goals, funnel pathways, conversions and e-commerce

Module 10: 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. 

Part 1: Develop a technical and content driven SEO audit of your website, along with a review of Pay-Per-Click campaigns and analytics reporting. 

Part 2: Create a set of clear and meaningful objectives for your search marketing plan. An action plan is then developed to provide a coherent project structure, including milestones, deliverables and resources. 

Part 3: of the Digital Marketing Institute Methodology emphasizes 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. 

What you’ll learn: 

  • Conduct a situation analysis, including an assessment of your competitors, the size of the market and your current performance 
  • Develop a high level, simple clear strategy for all search marketing channels 
  • Maintain a successful strategy by continually incorporating new information and adapting to a changing landscape


  • Media Strategists, Consultants, anyone involve in Media Planning 
  • Marketing Executives and Managers 
  • Business Owners and Sole Proprietors 
  • Anyone looking to develop and deepen their understanding of search marketing and expand their overall knowledge of on SEO and SEM




The Digital Marketing Institute is the global certification body for Digital Marketing education. Exclusively designed by practising Digital Marketing professionals, the Professional Specialist Diploma in Search Marketing carries the coveted Digital Marketing Institute accreditation and associated brand recognition, which is highly sought after by employers. Upon successful completion of the Professional Specialist Diploma in Search Marketing, you will become a Certified Search Marketing Professional. The Professional Specialist Diploma in Search Marketing has been credit rated by Scottish Qualifications Authority SQA at Level 8 on the Scottish Credit and Qualifications Framework (SCQF). SCQF level 8 corresponds to level 5 on the European Qualifications Framework (EQF).

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