Professional Diploma in Search Marketing

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Desde 2008, o Digital Marketing Institute tem definido o standard global na formação digital. Como especialista digital, tem alargado as fronteiras e desenvolvido programas de ponta que ensinam as últimas técnicas e estratégias de todo o espectro digital, mantendo os profissionais da área à frente da curva.

Com a economia digital em clara expansão, as empresas e indústrias procuram cada vez mais maximizar o poder dos canais digital para gerar leads de alta qualidade, construir notoriedade para as suas marcas e maximizar o retorno do seu investimento.

Como consequência, a procura por profissionais com elevadas competências digitais tem registado um aumento substancial e está a estimular a criação de novos empregos e a promover a competição entre as empresas mais inovadoras, que procuram garantir os melhores especialistas da área.

Digital representa hoje, a nível global, uma fatia crescente das actividades de Marketing com um peso de dois terços de todo o orçamento para canais de Marketing.

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Who is this course for?

The Search Marketing program is suitable 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, search marketing experts will take you through the latest methods, techniques and tools for improving your organization’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 Subject Matter Experts has specifically structured the syllabus to focus on current trends and best practices in search marketing. As well as learning how to produce innovative and creative search strategies, you will also how to leverage these strategies to gain competitive advantage for both your business and your career.


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:

  1. Introduction to Search Marketing
  2. SEO Setup
  3. SEO Content
  4. SEO Workshop
  5. Paid Search
  6. Display Advertising
  7. Video Advertising
  8. Analytics Setup
  9. Applied Analytics
  10. Strategy & Planning


Introduction To Search Marketing

The Introduction to Search Marketing module introduces you to the world of search engine marketing (SEM). As search is one of the more technical streams of the post graduate diploma, this module will cover key concepts of SEM to provide you with a solid understanding before diving deeper into the individual modules.

On completion of this module, you will be able to:

  • Set up your own website so you can follow along with the lecturers throughout the course, putting key learnings into practice as you go
  • Understand how each discipline within search marketing interacts with and affects the others
  • Understand how search marketing sits within the wider digital marketing practice


SEO Setup

The SEO Setup module covers the key concepts relating to Search Engine Optimization, how search engines work and the key components of Search Engine Results Pages (SERPs). You will begin by setting your business, website and SEO objectives and become aware of free, paid and keyword research tools you can use in your SEO activities.

On completion of this module, you will be able to:

  • Develop well-optimized websites (on-page)
  • Explore off-page optimization techniques to improve ranking
  • Optimize your websites for both mobile and local
  • Analyze and report on your SEO performance


SEO Content

 The SEO Content module teaches you about the importance of distributing relevant content marketing messages in order to enhance search traffic, and develop broader engagement levels across different digital marketing channels.

On completion of this module, you will be able to:

  • Set goals, establish audience personas and best practices
  • Conduct keyword research to identify topics and priorities
  • Format and repurpose content to increase visibility, engagement and interest
  • Create strategic content campaigns
  • Measure goals, follow reporting deadlines and evaluate goals


SEO Workshop

The SEO Workshop takes the learnings from SEO Setup and SEO Content and combines them into a practical workshop on SEO.

On completion of this module, you will be able to:

  • Conduct an SEO audit
  • Analyze what is and what is not working for you
  • Use these insights to tweak your SEO strategy from both a technical and content aspect to improve your overall ranking


Paid Search

The Paid Search module introduces you to the fundamental concepts of Paid Search. It takes you through how to setup your Google AdWords account, how to track conversions and link to your analytics account for accurate reporting and analysis.

On completion of the module, you will be able to:

  • Create ad campaigns in Google AdWords
  • Include extensions in your ads
  • 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


Display Advertising

The Display Advertising module teaches you everything you need to know about display campaigns from creation to optimization and then on to reporting.

On completion of the module, you will be able to:

  • Prepare a creative strategy
  • Advertise on Facebook, Twitter and LinkedIn
  • Explore the Google Display Network (GDN)
  • Remarket to potential customers
  • Create Gmail and engagement ads for maximum reach


Video Advertising

 The Video Advertising module will give you a thorough understanding of the opportunities for advertising provided through video hosting and mobile platforms. It will inform the video advertising life cycle from planning to implementation and measurement.

On completion of the module, you will be able to:

  • Create a YouTube channel that reflects your Brand’s identity
  • Upload a video to your channel
  • Link YouTube & Google AdWords to report on how your video content performs in your PPC campaigns
  • Refine and optimize video campaigns in the process
  • Report on campaigns to inform further iteration within the campaigns to ensure constant improvements in performance


Analytics Setup

The Analytics Setup module provides a foundation to analytics which you will then build on in Module 9. You will understand the full range of features and capabilities associated with analytics and how it can be used to optimize website performance.

On completion of the module, you will be able to:

  • Implement Google Analytics code to track visitors to your website
  • Set up accounts and goals
  • Track additional user interactions through Event Tracking code
  • Plan Event Tracking reports


Applied Analytics

The Applied Analytics module will help you to develop your understanding of the more technical aspects of Analytics.

On completion of the module, you will be able to:

  • 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 ecommerce


Strategy and 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.

On completion of this module, you will be able to:

  • Conduct a situation analysis, containing 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


  • DMI


Professional Diploma in Search Marketing

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