Digital Performance Essentials Certificate – Online

Discover the key disciplines in digital marketing, including SEO and Paid Search, and develop the skills you need to plan and implement successful digital marketing campaigns.

This qualification provides a deep dive into the core areas of digital performance marketing, ensuring participants leave with a well-rounded skill set that can be applied immediately in the workplace.

It’s designed for junior practitioners working in the communications industry – for those in their first year in a digital agency, as well as more experienced individuals looking to add knowledge of digital to their existing skill set.

• Gaining an essential grounding in how to be a successful client manager and strategic thinker.
• Becoming better at briefing, planning and executing digital marketing campaigns.
• Enabling you to hold your own in team and client meetings with a deep understanding of each key discipline in digital marketing.

The qualification is structured around seven core modules, each designed to build foundational knowledge and practical skills in key digital marketing disciplines:

Module 1: Email Marketing

Learn how to plan and execute effective email campaigns, from building subscriber lists to creating compelling content and leveraging automation tools.

Module 2: Social Media Advertising

Develop an understanding of how to plan, create, and optimise paid campaigns across social media platforms, including how to write effective ad copy and track performance.

Module 3: e-Commerce Marketplaces

Delve into the workings of major e-commerce platforms like Amazon, eBay, and Etsy. Learn how to build seller profiles, optimise listings, and assess the right platform for your product.

Module 4: Google Ads

Get hands-on with Google Ads, covering campaign types, keyword strategies, bidding methods, and account structure to drive measurable results across Google’s network.

Module 5: Display Advertising

Explore the evolution of display advertising from banner ads to sophisticated programmatic systems. Learn how to refine targeting, manage campaign bids, and align campaigns with business goals.

Module 6: Affiliate Marketing

Understand the principles of performance-based marketing, including types of affiliates, how affiliate networks operate, and how to manage campaigns effectively using real-world case studies.

Module 7: SEO

Gain a strong foundation in Search Engine Optimisation, including ethical SEO practices, historical updates, and essential strategies to improve organic visibility.

• 30 hours of learning across seven modules, accessible through the IPA website on any device.
• Your knowledge is then assessed via a formal online exam.
• Upon passing the exam, you will be awarded a digital certificate of completion and two MIPA stars towards personal accreditation.