Social Media Platform Strategy

Members: $350
Non-Members: $695
CM Non-members: $556

CPD Credits: Earn 5.5 CPD

By the end of this course, you will be able to:

• Apply AI tools strategically in Google Ads – including Smart Bidding, Performance Max and AI Max for Search – to enhance bidding, creative execution and campaign optimization
• Develop sophisticated keyword strategies, covering research, match types, grouping and bidding, to maximize search visibility and return on ad spend
• Master the principles of intent-led paid search, aligning campaign structure with consumer behaviour to capture high-value demand at every stage of the purchase journey
• Build and structure paid search campaigns in Google Ads with precision to improve efficiency, maintain control and drive measurable results
• Create compelling ad copy, effective ad assets and high-converting landing pages that increase click-through rates and campaign performance
• Manage budgets and bidding strategies using forecasting, Quality Score insights and optimization tools to maximize return on ad spend
• Optimize campaigns using bid adjustments, scheduling, remarketing, Shopping campaigns and AI-supported tools to drive consistent, scalable growth
• Analyze paid search performance using KPIs, conversion tracking, attribution models and reporting tools to make data-driven decisions that improve ROI

• Learn on Your Schedule: 100 per cent online content provides the flexibility to learn when and where it works for you
• Immediately Applicable Skills: Gain practical tools and frameworks you can apply directly to your campaigns from day one
• Stay Current: Master the AI-driven tools and strategies actively reshaping the paid search landscape in 2026
• Globally Recognized Certification: Earn a powerful dual credential from the CMA and DMI to advance your career
• No Travel Required: Complete everything online at your own pace

Module 1: Paid Search Fundamentals and Campaign Setup

Understand paid search as an intent-led inbound channel built to capture high-value demand. This module covers how consumer search behaviour maps to the purchase journey and how to build the strategic foundations that drive effective PPC – from campaign structure and keyword research to ad copy and landing page design.

Topics Covered:

• The Purchase Decision Process
• PPC Campaign Structure and Ad Targeting
• Paid versus Organic versus AI-Assisted Search
• Keyword Research
• Ad Copy Elements and Pinning
• Ad Assets

Module 2: Using AI to Execute Paid Search Campaigns

Go beyond manual execution to build and launch campaigns enhanced by AI. This module gives you hands-on experience with the tools reshaping paid search – including Google's AI Assistant, Smart Bidding, Performance Max and AI Max for Search. You'll learn to leverage automation strategically for bidding, targeting and creative, while maintaining the control needed to guarantee performance.

Topics Covered:

• Campaign Creation
• Using AI with Google Ads
• AI-Assisted Smart Bidding
• AI and Creative Ad Production
• AI and Performance Max
• AI Max for Search

Module 3: AI-Driven Paid Search Optimization

Take your campaigns from functional to exceptional. This module teaches you how forecasting, impression share, Quality Score and bidding strategies combine to drive efficiency and ROI. Master the optimization toolkit – bid adjustments, scheduling, remarketing, Shopping campaigns and Google Ads Editor – to build campaigns that scale with confidence.

Topics Covered:

• Auction Insights and Impression Share
• Increasing Quality Score
• Bidding Best Practices
• Google Shopping and Google Merchant Centre
• Creating and Optimizing Shopping Campaigns
• Google Ads Editor

Module 4: Paid Search Reporting and Performance Analysis

Close the loop between campaign activity and business results. This module teaches you how to align KPIs with goals, interpret performance data across Google Ads and Google Analytics 4 and establish a single source of truth for smarter decision-making. Apply attribution models, conversion tracking, Google Tag Manager and annotations to continuously refine performance and prove ROI.

Topics Covered:

• Key Performance Indicators
• Paid Search Metrics
• Google Tag Manager
• Conversion Optimization and Attribution
• Google Analytics and Google Ads Integration

Workload:
This CMA x DMI course consists of 4 modules. On average, this course will take approximately 5 hours and 30 minutes of learning content to complete. Learners can start at any time, with course access granted within 3 business days of registration.

This is a fully on-demand course delivered through an online learning platform, allowing you to learn at your own pace and on your own schedule. With flexible, self-directed learning, you can progress through the material at a speed that suits your availability.

Pass Requirements:
Learners must successfully complete a one-hour, computer-based exam consisting of 40 test items. The assessment includes a mix of multiple-choice, matching and drag-and-drop questions designed to evaluate practical knowledge and understanding of paid search and AI-driven PPC strategy.

Internet Requirements:
You will require a stable high-speed internet connection to access course materials, including video content and interactive learning activities. For optimal performance, a minimum upload bandwidth of 5mbps is recommended to support smooth streaming and platform functionality throughout the course.

This course is designed to support a range of marketing professionals and career builders, including:

• Performance Marketing Professionals seeking to leverage AI-driven tools to improve return on ad spend
• PPC and Search Specialists aiming to advance beyond manual campaign management into strategic, AI-enabled execution
• Digital Marketing Managers responsible for driving customer acquisition and demonstrating ROI on search investment
• Marketing Generalists looking to build specialized, in-demand expertise in paid search and AI-powered advertising
• Career Builders entering or progressing in digital marketing with a focus on performance and paid media channels

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.