Certified Digital Marketing Specialist - Search
This is an on-demand course that you can start anytime. Once you register, you will be enrolled in the course within 3 business days.
Master the complete search marketing ecosystem that drives sustainable business growth.
Master search marketing excellence through this comprehensive course that combines proven practical learning methodologies with the unparalleled expertise of Neil Patel, the world's most respected search marketing authority, transforming you into a highly skilled Search Marketing Specialist.
Develop in-demand competencies in SEO, PPC, and analytics through immersive, hands-on learning experiences that emphasize practical application over theoretical knowledge. Gain essential expertise to strategically design, execute, and optimize high-performing campaigns using cutting-edge AI-driven tools and innovative strategies that deliver measurable results.
Become an AI-powered search marketing professional by mastering the latest technological advances that are reshaping the industry. Build comprehensive expertise in search engine optimization, paid search advertising, and digital display marketing using industry-leading platforms including Google Ads, Microsoft Ads (Bing Ads), and Google Analytics 4.
Learn to harness AI-powered optimization tools that enhance campaign performance, streamline complex workflows, and deliver superior results with greater efficiency. This course positions you at the forefront of search marketing innovation, combining traditional expertise with emerging AI capabilities.
Upon successful completion, you'll earn the globally recognized Search Marketing Specialist certification plus a prestigious completion badge personally endorsed by Neil Patel, validating your expertise as a world-class search marketing professional ready to drive exceptional business results.
This course is ideal for: aspiring SEO specialist, PPC specialist, marketing professionals, digital marketing managers, marketing agencies, freelancers, consultants, business owners and entrepreneurs.
The course is comprised of 10 modules, and you will have the flexibility to complete them within 24 weeks from your enrollment date. To obtain your certificate, you must complete all modules and assignments.
Group rates: CMA offers special rates for groups of 6 or more. Please reach out to learning@thecma.ca to take advantage of group rates. Note: for group rates to apply, all registrations must be completed at the same time.
Members: $1510
Non-Members: $3025
CM Non-Members: $2420
CPD Credits: Earn 27 CPD
Learning Outcomes:
By completing this course, you'll confidently:
- 1. Master comprehensive SEO optimization across on-page, off-page, and technical elements to significantly enhance website rankings and drive sustainable organic traffic growth.
- 2. Design integrated search marketing strategies that seamlessly align with business objectives while delivering measurable, trackable outcomes that demonstrate clear ROI.
- 3. Harness web analytics for strategic decision-making by measuring, analyzing, and optimizing search performance to continuously improve campaign effectiveness and inform strategic planning.
- 4. Leverage cutting-edge AI tools for enhanced efficiency by streamlining keyword research processes, accelerating content creation, and automating performance tracking for superior results. 5. Create and manage high-performing PPC campaigns using advanced bidding strategies, sophisticated targeting techniques, and AI-powered tools that maximize conversion potential and campaign profitability.
Benefits:
- Anywhere and anytime access
- Flexible to suit your schedule
- No travel time
- Interactive learning experience
CMA x DMI Dual Online Certificate awarded upon successful completion of all course requirements
Course Outline:
Module 1 - SEO Setup
Master SEO fundamentals by exploring how search engines and algorithms function while learning to optimize websites for enhanced visibility and increased traffic. Develop expertise in applying SEO best practices, strategic content planning, and on-page optimization techniques that drive engagement, improve search rankings, and boost conversions.
Knowledge Gain:
- How People Use Search Engines
- Search Engine Optimization Basics
- Search Engine Algorithms and Google
- Core Principles and Ranking Factors
- How to Conduct Keyword Research
- Landing Pages
- Pre-click On-Page Optimization
Module 2 - Content Marketing for Search
Master SEO-driven content strategies through comprehensive keyword research, authoritative content creation, and sustainable publishing approaches. Enhance user experience and engagement using Google's E-E-A-T criteria, content pillar strategies, and AI tools to streamline content creation, optimization, and overall marketing effectiveness.
Knowledge Gain:
- A Guide to Google E-E-A-T
- Pillar Pages and Topic Clusters
- Writer's Block, AI, and Writing Tools
- Content Types and the Content Creation Process
- Content Ideation
- Getting Started with ChatGPT
- Image, Video and Audio AI Tools
Module 3 - Paid Search Fundamentals
Master PPC advertising principles by creating high-impact Google Ads campaigns that drive results. Learn comprehensive keyword strategies, compelling ad copy development, and landing page optimization to boost engagement and conversions. Leverage advanced AI tools like Google AI Assistant and Performance Max for efficient targeting and strategic bidding optimization.
Knowledge Gain:
- PPC Campaign Elements and Purchase
- Decision Process
- Paid versus Organic Search
- Negative Keywords and Bids
- Landing Pages
- Google Ads Account Setup
- Using AI with Google Ads
- AI and Performance Max
Module 4 - Generating Demand with Google Ads
Master outbound advertising strategies to spark interest and capture search intent effectively. Learn campaign planning best practices, explore advertising channels like Google Display and Meta, and optimize demand generation using Responsive Display Ads, advanced targeting techniques, strategic bidding approaches, and comprehensive performance metrics analysis.
Knowledge Gain:
- Generating Demand Using Outbound Tactics
- Planning Outbound Advertising
- Google Display Network
- Social Display Advertising
- Creating and Deploying Responsive Ads
- Remarketing Tactics
- Google Ads Reporting
Module 5 - Data and Data Visualization
Harness CRM and analytics data to inform strategic decision-making and optimize search performance attribution effectively. Explore AI-powered data analysis techniques and customer journey insights while mastering Excel for comprehensive data visualization, using advanced formulas, charts, and Pivot Tables to present actionable insights and forecast campaign success.
Knowledge Gain:
- Good Data and Bad Data
- CRM and Data Insights
- AI for Data-Driven Decision-Making for Marketing
- Testing Hypotheses
- Forecasting Search Outcomes
- Data Visualization
- Using Tables to Provide Insights
- Using Excel Charts to Visualize Data
Module 6 - Search Strategy Execution and Optimization
Master the tools and tactical approaches needed to develop impactful SEO, content, and paid search strategies that drive measurable results. Enhance customer engagement through omnichannel marketing approaches, leverage AI for streamlined execution, and utilize comprehensive reporting tools to measure and optimize search strategy performance in today's dynamic digital landscape.
Knowledge Gain:
- Strategy Development
- Paid Search Strategy
- Digital Channels and Omnichannel Strategy
- Omnichannel Remarketing Approaches
- Affiliate Marketing and Omnichannel
- Web Analytics and Search Strategy Insights
- Cyclical Planning
- AI for Strategic Planning
- AI for Strategic Innovation
Module 7 - Search Analytics
Learn Google Analytics 4 (GA4) fundamentals, from initial account setup and tracking code implementation to optimizing events for actionable insights. Master campaign performance analysis techniques, ensure compliance with data privacy regulations, and apply conversion rate optimization tactics to boost conversions and drive sustainable growth.
Knowledge Gain:
- Google Analytics 4 (GA4) Fundamentals
- Key GA4 Settings
- Linking GA4 to Other Tools
- Types of GA4 Events
- E-Commerce Events and GA4
- GA4 Acquisition Reports
- Google Ads Reports
- Best Practices for Analyzing GA4 Data
- CRO Tactics and Best Practices
- Implementing CRO
Module 8 - Managing Paid Search Campaigns
Learn to effectively manage PPC budgets and optimize campaign performance using advanced tools like Google Ads Experiments and Editor. Master strategic bidding approaches, Quality Score optimization techniques, and remarketing tactics while measuring and reporting campaign success using Google Ads, Analytics, and Tag Manager.
Knowledge Gain:
- Pricing and the Bid Auction
- Increasing Quality Score
- Search Remarketing (RLSAs)
- Performance Max Campaigns
- Google Ads Editor
- Google Tag Manager
- Google Analytics and Google Ads
Module 9 - Optimizing SEO
Boost website performance through advanced SEO tactics including comprehensive competitor research, strategic backlink building, and local, national, and international optimization strategies. Master technical SEO fundamentals, optimize eCommerce sites effectively, and leverage AI tools to enhance efficiency, improve rankings, and maximize return on investment.
Knowledge Gain:
- Keyword Evaluation
- SEO Tracking and Strategy
- Local, National, and International SEO
- Online Reviews and Local Link Building
- SEO for E-Commerce Principles
- Page Speed and Website Performance
- Link Building with AI
- Using AI for Keyword Research
- Using AI to Optimize On-Page SEO
Module 10 - Search Strategy Research and Planning
Develop comprehensive skills to conduct search audits, craft strategic budgets, and build detailed audience profiles for effective search marketing strategies. Leverage AI for research efficiency, optimize resource allocation, and track performance metrics to maximize ROI while refining campaign outcomes through systematic analysis and strategic planning.
Knowledge Gain:
- Search Audit and Benchmarking
- Scoping the Market Opportunity
- Audience Research
- Competitor Research
- Creating Customer Personas
- Measuring Search Objectives
- Search Tactics and Accountability
- Search Performance Reviews
Course Requirements:
Workload:
This CMA x DMI course consists of 10 modules. On average, this course will take 27 hours to complete, and learners have 24 week from the date of enrollment to complete
all course requirements. This on-demand course, available on the online learning platform, offers the flexibility to learn at your own pace.
Pass Requirements:
This course is assessed by a two-hour exam. Candidates need to achieve a minimum of 60% to pass the exam.
Internet Requirements:
You will require a minimum upload bandwidth of 5mbps to stream our course videos, which are 1080p. Please ensure you have access to high-speed internet for the duration of the course.
We will provide a refund less an administration fee of $25 for cancellation requests received within 7 days of purchase for any on-demand course which has not been accessed and/or opened. Any on-demand courses which have been accessed and/or opened are no longer eligible for refunds. To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’, refunds will be issued to the source of payment and may take up to 4 weeks to be completed.
To review the CMA academic policy, click here.
