Digital Performance Essentials Certificate – Online

This certification is available for Members ONLY.

10 hours of online learning, culminating in a 70-minute online exam.

ENTRY LEVEL, 0-2 years experience
Not only is this qualification suitable for those in their first year within in a digital agency or specialist department, it would also benefit any individual looking to build their knowledge in digital performance marketing.

This qualification is a best practice guide in digital performance marketing, client management and strategic planning. The learning is delivered across 5 modules.

Module 1: Account Management & Planning – This module looks at what you need to do to be a successful client manager and strategic thinker. It’s less about the nuts and bolts of digital marketing campaigns and optimisation, and more about what you need to do to understand your client and their business. We will explore how you can create success through some simple techniques.

Module 2: Paid Search – This module covers paid search, one of the key digital marketing channels. You’ll learn about everything from how to write ad copy, to how to efficiently manage your keyword strategies.

Module 3: Display Advertising – In this module, we look at the various ways you can buy traffic through display marketing. We cover everything from native ads on social media, to programmatic display buys. We explain how each works and what you need to do to manage successful campaigns.

Module 4: SEO – Search engine optimisation is all about getting more of the right kind organic search traffic. You’ll learn about how SEO has evolved over the last decade and see that it’s not the dark art it’s sometimes thought to be!

Module 5: Affiliate Marketing – Affiliate marketing is a marketing channel that involves working with third parties on a pay per-result basis. Here we will explore how it works, find out what’s involved and how to manage and scale campaigns successfully.

Exam – To gain the official qualification, delegates must complete and pass a formal online examination. A mandatory multiple-choice self-test must be passed before the exam date. The final online exam is made up of 12 short-form essay questions. A digital certificate of completion is awarded to all delegates who successfully pass the exam

“I work in account service within a creative agency environment and recently completed the IPA Digital Performance Essentials Certificate. Although not integral to my everyday, it has greatly improved my depth of knowledge and understanding which allows me to both make more informed decisions with and question their media plan, but also allows me to better consider the purpose of our creative output, leading to better creative executions that deliver better results for the client. I would highly recommend this course for anyone who works in the digital space.”

James Salek, Account Director, Dig Agency
2023 Participant