IPA Search Certificate

SEO and PPC training

Develop your SEO and PPC skills with the first truly independent online marketing qualification the IPA Search Certificate, aimed at individuals who are new to search engine marketing regardless of their background.

With qualifications in search marketing in great demand internationally, this SEO course will greatly enhance the candidate’s career prospects.

All training programmes run by the IPA, the professional body for advertising, media and marketing communication agencies based in the UK, including this industry leading qualification, define, set and maintain the highest possible standards of professional practice. The IPA’s award winning qualifications programme has been running for 10 years and over 12,000 individuals from across the globe have passed an IPA qualification.


To gain the official IPA Search Certificate qualification candidate’s must complete 30 hours of online learning that culminates in a 2 hour online exam scheduled on various dates throughout the year. A certificate of completion is awarded to all delegates who successfully pass the exam.

Learning Outcomes

As well as covering PPC, this SEO training course complements the Google AdWords certification, but takes a wider perspective by exploring beyond Google. The IPA Search Certificate is written and edited by leading industry practitioners.

Upon completion of this course candidates will acquire 360-degree education in search engine marketing, from planning a PPC and an SEO campaign through to ongoing search engine optimisation strategies and integrated media planning. The learners will gain knowledge in areas such as search engine planning and channel selection, content targeting, keyword strategies, bid strategies and bid management tools, including a product overview of the top tier engine systems.


The IPA Search Certificate is suitable for those specialising in search marketing. Ideally they should take the qualification in their first year within a search agency or specialist department. We’d recommend that individuals have no more than two years experience prior to doing this qualification. As the learning cover both SEO and PPC campaigns, the qualification is very useful for those who only focus on one aspect of Search but are looking to expand their expertise. The qualification is also suitable for any individual, regardless of their background, looking to build their knowledge about Search.

Starting the course

This Search qualification is open to all IPA member agencies regardless of discipline and combines unscheduled free online learning with a timetabled paid for online exam. The 2016 member-rate exam fee is £300+VAT. To book please follow the “Book Exam” button on the right hand side.

The non-member fee for the online learning and the online exam is £500+VAT. To book on non-members please click here or contact bethan@ipa.co.uk

Please note that after the January 2017 exam, the Search Certificate will be redeveloped. We therefore recommend anyone who has started the learning to complete the Search Certificate in the November or January sitting. For further information on this, please email bethan@ipa.co.uk.

Please note that due to a server upgrade, the Pathway learning system may be unavailable from 12pm this Saturday, 9th January. We expect the service to resume by 1pm. Thank you.

If you’re having a problem logging into the learning, please see our FAQ page. If you cannot find the answer to your question, please email bethan@ipa.co.uk

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