Professional Diploma in Search Marketing

Professional Diploma in Search Marketing


Search marketing remains one of the most influential digital disciplines with over 90% of web users relying on search engines to find what they are looking for.

Knowing how to increase visibility of your brand and convert traffic from within search engines is crucial to nearly every business operating today.

The Professional Diploma in Search Marketing is a widely taught, industry-accredited qualification and a practical training designed to help you create and implement advanced search marketing strategies. Whether you are a business owner who wants to measure the effectiveness of outsourced digital marketing services or a digital marketing professional who wants to plan, execute and measure the impact of your SEO, PPC and Analytics or an indivudal who wants to attain search marketing skills and knowledge, this diploma is perfect for you.

Exclusively designed by practicing world-renowned digital marketing experts, the Professional Diploma in Search Marketing carries the coveted Digital Marketing Institute (DMI) accreditation and associated brand recognition, which is highly sought after by employers.

CIIM is the leading Digital Marketing training provider in Cyprus, collaborating with the most exclusive international industry experts for delivering hands-on know-how which can be immediately applied to any work setting.

Dates/Time: 24 April - 23 June 2017, 08:30 - 17:00

Training Duration: 35 hours over 5 training days

Location: CIIM Nicosia ( View Map )


The Professional Diploma in Search Marketing will guide participants through five days of in-depth learning in the following disciplines:

 Dates  Subjects 
 24 April  Introduction & Search Engine Optimisation (SEO): Setup
 26 April Search Engine Optimisation (SEO): Content & Workshop
 19 June Pay Per Click (PPC) Advertising: Search & Display
 21 June Pay Per Click (PPC) Advertising: Video & Analytics Setup
 23 June Analytics Applied and Strategy & Planning

Introduction to Search Marketing

The Introduction to Search Marketing 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.

Search Engine Optimisation (SEO): Setup

The SEO Setup Module enables participants to develop the knowledge and skills to implement Search Engine Optimisation (SEO) in a technically effective way, and to identify common issues.

The module covers the key concepts and terminology used in SEO and equips participants knowledge of a range of factors including source code, information architecture, tags, keywords, code, bots, sitemaps and links, which can lead to common errors in SEO. Participants will learn to recognise the benefits of a clearly defined SEO strategy from a business perspective in terms of visibility, reputation enhancement, credibility, and the opportunity to convert customers on a 24/7 basis.

The module looks at a broad range of SEO planning, benchmarking and measuring tools; giving an understanding of the value of link data and associated metrics.

Participants will also develop a good understanding of all the practical and technical resources associated with SEO as a discipline.

Search Engine Optimisation (SEO): Content

The SEO Content module enables participants to develop their understanding of content relevance and the technical aspects of on-page optimisation.

The module investigates the role content has to play in organic search engine rankings and how fresh and relevant content typically attracts greater attention. From a technical stand point participants will learn about tags, filename and URL choices, alt-tags, meta-tags, CTR influencing factors, hyperlinks, site speed, off-page optimisation and best practice link building techniques.

Participants will be taught to use rank checking tools and link popularity tools. The module will also discuss relevant laws and guidelines, including privacy and data protection that pertain to the different aspects of SEO.

Search Engine Optimisation (SEO): Workshop

The SEO Workshop Module is a workshop format with a range of practical activities facilitated within the training session. Participants are asked to implement their considered SEO strategy using a range of resources and tools, having carried out a detailed site audit in order to appreciate exactly what is working and what is ineffective in terms of their on-site and off-site optimisation strategy.

Participants will develop their own on-site and off-site SEO strategy and demonstrate their skills in using keyword research and keyword suggestion tools, as well as predictive text tools.

Pay Per Click (PPC) Advertising: Search

The Pay-Per-Click (PPC) Search Advertising module introduces the fundamental concepts of PPC advertising. Participants learn how to set up an AdWords account, interact with the AdWords interface and understand the AdWords hierarchy.

Participants will be taught to research keywords using the AdWords Keyword Planner, and recognise how effective keyword selection forms the basis for successful search engine marketing.

In the module, participants will learn the various ad format options available, across desktop and mobile; as well as gaining an understanding of how to perform language and location based targeting for their ads in order to run local advertising campaigns.

By the end of the module, participants will be competent in managing the commercial viability of their campaign, be able to bid effectively, and understand the rationale behind their bid choices.

Pay Per Click (PPC) Advertising: Display

The Pay-Per-Click Display Networks module introduces firm performance indicators for display campaigns, including Click-Through-Rate (CTR), Conversion Rate, and Average Cost-Per-Click (CPC), as well as introducing the concept of the Quality Score.

Participants will learn about the Display Network and how it can be used to target different kinds of customers in order to develop brand awareness and conversions. Participants are taught to understand how ad format selection, as well as appropriate extension usage, will greatly enhance the reach and potential of their display advertising campaign, including different ad extensions and the creation of enhanced ads.

The module investigates automating PPC management using APIs and recognises different API tools, as well as the resources required in order to more efficiently manage large or complex AdWords accounts and campaigns.

At the end of the module participants will be able to measure and analyse the effectiveness of campaigns by creating detailed campaign management reports; be competent in using a range of display advertising tools and features, recognise the features of a strong landing page, and develop the skills necessary to attain the ultimate goal of conversion.

Pay Per Click (PPC) Advertising: Video

The Pay-Per-Click Video Advertising module investigates the opportunities for advertising provided through display advertising networks, video hosting platforms, and mobile platforms.

The module evaluates the video advertising lifecycle from planning, to implementation and measurement, teaching participants to refine and optimise campaigns in the process.

Participants will learn how to plan and implement a video advertising campaign and be able to use various AdWords tools to create ads for YouTube, including Display Ad Builder and AdWords Editor. Participants will also learn about running display and video ads for mobile. They will be able to place and operate ad campaigns across a range of different mobile devices.

By the end of the module, participants will develop and apply appropriate bidding strategies based on Cost-Per-Impression (CPM), Cost-Per-Click (CPC) or Cost-Per-Video (CPV) purchase models; distinguish between Auction-Based or Reservation-Based campaigns, and be able to apply location and language targeting.

Analytics Setup

The Analytics Setup module enables programme participants to understand how to measure, monitor and optimise 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 recognise 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

In the Analytics Applied 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.

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.

Strategy & Planning

The Strategy and Planning 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.


The assessment for the Professional Diploma in Search Marketing is based on a formal computer based examination that will measure individuals knowledge and Digital Marketing proficiency. The exam can be taken within 6 months following completion of the programme.

The exam is based on three formal online papers with a total duration of 180 minutes.

The passing score of each exam is 60% and the exams consist a range of different question formats including Text based Multiple Choice, Image based Multiple Choice, Matching and Hot Spot questions.

The examination fees are 140 GBP for the first examination attempt and 45 GBP for subsequent attempts. The exam application and fees are submitted directly to the Pearson VUE test centre in Cyprus.

Further details and advice about the exam procedure will be given during the 5-day training programme at CIIM.


Through dynamic lectures, case studies and practical exercises, participants will learn the latest methods, techniques and tools for improving their organisation’s search marketing and brand building efforts.

The Digital Marketing Institute’s panel of Industry Experts has specifically structured the syllabus to focus on current trends and best practices in search marketing. As well as producing innovative and creative search strategies, participants will also learn how to leverage these strategies to gain competitive advantage for both their business and their career.


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.


All CIIM Executive Education programmes are developed and taught by CIIM resident and visiting faculty who are widely recognised as skilled professional trainers with local and international business experience. Through many years of business consulting and teaching experience, CIIM faculty develop innovative long-lasting practical concepts that shape the practice of your daily professional responsibilities. The result is a practical educational experience which is designed to have an immediate effect into your business environment.

Jeremy Spiller

Jeremy Spiller ( View Bio )

Expertise: SEO, PPC, Analytics, Content Creation, Content Outreach, Social Media Marketing, Digital Marketing Strategy

Trainer of the Introduction & Search Engine Optimisation (SEO): Setup, Content & Workshop modules


Cathal Melinn

Cathal Melinn ( View Bio )

Expertise: PPC, Digital Display, Analytics, Digital Marketing Strategy

Trainer of the Pay Per Click (PPC): Search, Display & Video, Analytics Setup & Applied, Strategy & Planning modules


Trainer Bio

Jeremy is the CEO and Co-Founder of White Hat Media, an award winning digital marketing agency in the UK which specialises in web marketing and search engine optimisation (SEO) services.

During his 14 years training experience, Jeremy has been recognised as the Trainer of the Year and has worked with leading international brands and companies including Microsoft, Toshiba, the NHS, Hitachi, Yell, McCann Ericksson, Vodafone, John Lewis and many more.

He is a visiting faculty at well known universities and business schools and has delivered numerous executive digital marketing seminars in New York, London, Paris and Hanoi.

Trainer Bio

Cathal is a well-known senior digital marketer with over 12 years’ experience specialising in paid search (PPC), online display, video, digital strategy and analytics.

He’s been working in search marketing since 2005 when he joined Yahoo! during the best years of their performance, working as a Senior Search Strategist with large international clients in both Dublin & London.

He spent a number of years working as Head of Search Marketing in various digital marketing agencies and now works as Digital Media Manager with responsibility for digital strategy, campaign optimisation and student acquisition at the Digital Marketing Institute.


Programme Fee: €2,000

HRDA Subsidy: €510*

Programme Fee after HRDA subsidy: €1,490*

*This programme has been approved by the HRDA. Organisations participating with their employees, who satisfy the HRDA's criteria, are entitled to the subsidy.

Due to CIIM's non-profit status, no VAT is charged. Fees include tuition, educational material, coffee breaks, refreshments and lunch.

Special Discounts:

  • 10% discount for 3 registered employees attending from the same organisation
  • 15% discount for 4 registered employees attending from the same organisation
  • For larger group bookings from the same organisation please contact us
  • CIIM Students and Alumni who will attend the programme without participating through their organisations will benefit from a 25% discount on the fee before subsidy and can remit their payment in instalments. CIIM Students and Alumni attending as employees of a company and will apply to the subsidy, will benefit from a 15% discount on the net fee of the programme. Please contact us for further information.
  • Unemployed individuals will benefit from a 15% discount on the fee before subsidy and can remit their payment in instalments. Please contact us for further information.

To proceed with your registration, please click the button below to apply online. Reservation of seat is subject to availability.

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