Digital Performance Certificate syllabus

The IPA Digital Performance Certificate is written by practitioners, for practitioners. The 10 hours of online learning is split into five modules covering five key disciplines.


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 optimization and more about what you need to do to understand your client and their business.

Topics covered include:

  • Making the Case for Digital Marketing
  • Taking a Client Brief & Managing Expectations
  • Audience Planning
  • Reporting
  • Managing Clients

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.

Topics covered include:

  • Planning PPC Activity
  • Managing PPC Activity
  • Bid Tools

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.

Topics covered include:

  • Display Basics
  • Managing and Optimising Display Campaigns
  • Twitter
  • Facebook

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!

Topics covered include:

  • SEO Basics
  • Building SEO-Friendly Websites
  • Site Architecture Guide
  • Managing On-Going SEO Optimisation Projects

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.

Topics covered include:

  • Affiliate Marketing Basics
  • Managing and Improving Affiliate Programmes
Last updated 01 May 2024